While Våghustorget is a well known landmark in Örebro, the Träffpunkt shopping centre located on the Våghustorget square is not. With 60% of interviewed inhabitants not knowing where Träffpunkt was and many not even knowing that Träffpunkt is a shopping centre, a drastic renaming and rebranding of the property was required.
The design and communication challenge was to rename and rebrand the gallery into a shopping experience that reflects its location in the city, fashion and most importantly to help visitors better understand where and what the gallery now is: a revitalised modern shopping centre. In Swedish ’vågen’ means the scale, the towns popular meeting point was the market area, Våghustorget (the weighing square). Vågen also means the wave. A new visual identity was created, centred around a motion wave and implemented over a range of applications, with all communication elements designed specifically for the project.