We have been working closely with Søylen Eiendom for several years on the development of Oslo's new luxury shopping district. There were six quarters in the heart of Oslo, that included several listed buildings, which formed an area for the establishment of a high-end fashion district. During the first year Gucci, Marc by Marc Jacobs, Burberry and Bottega Veneta have moved in and several other prestigious brands are due to establish a presence soon.
The desire to be Oslo's premier shopping district with its associated collection of unique brands provided a strong guidance for the design expression. The identity had to be classic, stylish and elegant in order to preserve the historical distinctiveness of the district while having a modern appeal to consumers and the international brands that would become established there. The use of hand-drawn typography and a proprietary font reflects the high level of craftsmanship within the concept which is inspired by traditional engraving, classical forms and refinement.
The design allows Promenaden to stand out as an exclusive, highly desirable area with a strong focus on fashion. This visual expression will be implemented on all collateral materials for both internal and external communication which includes websites, signage and advertising.