Built in 1963, Krämaren was an outstanding example of modernist architecture, combining living quarters with commercial activity. Decades of brutal rebuilding and a lack of design consideration robbed Krämaren much of its character. Krämaren’s visual identity no longer reflected a modern shopping centre or represented the architects original futuristic ambitions.
The new corporate identity has the spirit of the 1960’s search for technological advancement. The building has a big personality, therefor we gave the entré signs a pulse. They breathe on and off when Krämaren is closed. A clear and functional wayshowing system was implemented over the three floors of shopping. Framed in Krämaren yellow and made of matt rubber, the signs are objects of attraction with their tactile quality along with being clear and functional wayshowing systems.
Over 65,000 people visited Krämaren during the opening weekend of their launch, many of which were the new target audience the owners were trying to attract.