Opinion by Richard Baird.
Åhléns is a department store and one of Sweden’s leading retailers. It has locations in many of the cities across the country, with 18 in Stockholm alone, and also trades in neighbouring Norway. Åhléns has a significant history, beginning life as a mail-order business in 1899, and moving into low-cost retail in 1964. It now stocks up-market products across the beauty, fashion, home and media markets.
Scandinavian design studio Twenty-five Art House was commissioned to develop a new concept for Åhléns’ in-store communication and wayfinding across its Home department, and delivered a solution based around signage, patterns and custom typography with the intention of both guiding and inspiring.
Curated by Richard Baird.
A continually updated collection of signage and way finding designed for museums, galleries, shops and bars, as part of a new brand identity, and published on BP&O. Between them, these how a mix structure, type and iconography, material choice, surface finishes, colour and contrast can stand out, communicate and direct.
This selection features window decals, illuminated panels, neon tubes, standalone and wall mounted solutions, as well as those that have been handprinted, and includes work by graphic design studios Spy, Bond, Stockholm Design Lab and Maud, amongst many others. Click through to get a sense of how these fit within a broader brand identity program and the communicative intentions that underpin aesthetic choices. Check out more at BP&O – Collections or subscribe to the series here.