Loading
Retail
Identity
.
Experience
.
Product

Shopping is my cardio

Category
Retail
Client
Aker Brygge
Awards
Merket for god design. 2013
Visuelt. 2012
Visuelt. 2012

In 1982, the shipyard and workshops at Aker Brygge closed their doors – for good. Three decades later, the area had hardly been transformed into the attractive shopping, business and residential area that was envisioned.

Challenge

“The waterfront was seething with tourists and yuppies in summer. But for the rest of the year, the whole area was really dead”, says Herman Dyrø. From 2010 to 2015, he oversaw a 2.5 billion kroner investment to revitalize the area, on behalf of Norwegian Property.

Up until this point, the fact that Aker Brygge sat on perhaps the best real estate in Oslo wasn’t taken advantage of. Moreover, the mall felt cheap, and failed to communicate in any coherent way what it wanted to be, or who it was for. 

“You’d read ‘Welcome to Aker Brygge’ in five languages at every entrance, while no one was talking to the primary, local market”, says Dyrø.

The challenge was to reposition it from a cluttered mall, to a thriving city district.

The waterfront was seething with tourists and yuppies in summer. But for the rest of the year, the whole area was really dead.
Fig 1.

to 7. Historical pictures from Aker Brygge

Fig 2.
Fig 3.
Fig 4.
Fig 5.
Fig 6.
Fig 7.
Solution

Early on in the repositioning process, Bleed was involved on a strategic level and was tasked with developing Aker Brygge’s new visual identity.

Central to the overall strategy was to highlight the contrast between old and new, and between traditional craftsmanship and innovative technology.

“There used to be carpentry workshops alongside companies making parts for F16 fighter aircraft. Now you’ll see industrial buildings literally reflected in the glass of modern ones”, says Dyrø. 

There used to be carpentry workshops alongside companies making parts for F16 fighter aircraft. Now you’ll see industrial buildings literally reflected in the glass of modern ones.

But prior to all that, one vital task was to convey the vision for the new Aker Brygge to the desired tenants – a huge challenge, considering that virtually everyone familiar with Oslo would have already made up their mind about the place.

Besides 3D visualizations, one of the tools used was a lavish-looking leather book.

“It’s posh, but it’s honest: This is an expensive place to work and live, but then again it offers an amazing standard”, says Bleed’s Dag Solhaug Laska.

It’s posh, but it’s honest: This is an expensive place to work and live, but then again it offers an amazing standard.
<p>Photo Andreas Kleiberg</p>
Fig 8.

Photo Andreas Kleiberg

Fig 9.
Fig 10.
Fig 11.
Fig 12.
<p>Elevations 1:200. Placed exemplified in Verkstedhallen (Stranden 3)</p>
Fig 13.

Elevations 1:200. Placed exemplified in Verkstedhallen (Stranden 3)

<p>Design exemplified in Verkstedhallen (Stranden 3)</p>
Fig 14.

Design exemplified in Verkstedhallen (Stranden 3)

<p>Leaning signage system</p>
Fig 15.

Leaning signage system

Fig 16.
Result

In the end, Aker Brygge got the desired tenants in both the office and retail segment. Today, the area is thriving.

“We were able to attract brands that would never have set foot on Aker Brygge previously,” says Herman Dyrø. “We moved Aker Brygge from the 80s into the present. It went from being an introvert mall to a vibrant neighborhood with shops and eateries along all facades, and lots of life.”

The project received the Award for Design Excellence in 2013 and two awards in Visuelt.

We were able to attract brands that would never have set foot on Aker Brygge previously.
<p>Aker Brygge custom font. Designed for use in headlines and short promotional message in campaign materials.</p>
Fig 16.

Aker Brygge custom font. Designed for use in headlines and short promotional message in campaign materials.

Fig 17.
Fig 18.
Fig 19.
Fig 20.
Fig 21.
Fig 22.
Fig 23.
Fig 24.
Fig 25.
Fig 26.
RELATED PROJECT

Title here

Date here
Some text here
RELATED PROJECT

Eikund

Work
Sculptural Nature
RELATED PROJECT

Vaudeville

Work
Live like a Vaudeville