The consultancy is responsible for creating the spatial design and visual identity for Tolv, working alongside Swedish architect Tema Arkitekter on the project.
Tolv will house entertainment including music, film, sport, gaming, food, drink and pop-up events.
The name Tolv was chosen, meaning ‘twelve’ in Swedish, in reference to the 12,000m2 space and the site’s promise to remain open for 12 hours every day for 12 months of the year.
The logo looks to reflect this idea of time and the idea of ‘making the most of it’, according to Imagination, with a reversible black and white clock graphic representing night and day. The ‘o’ of Tolv acts as a clock dial, pointing to 12.
The colour palette uses this black and white, with a number of brighter secondary colours including pinks and oranges.
Imagination was briefed to design a concept that reflects the development’s positioning as a ‘primary entrainment district’ within the Slakthusområdet (the meat packing district) area, according to Imagination.
The designs aim to reflect what Imagination terms the global and social trend of the ‘desire for real experience, social belonging and better quality time.’
The consultancy says, ‘The final concept is to create a brand that is a destination and a frame of mind; a space that embraces physical activity, whilst taking advantage of the digital revolution and the endless possibilities it affords.’
For the space itself, Imagination has designed a mixture of open and closed spaces specific to the activities housed there. Large-scale statement graphics aim to ‘add personality’ and aid navigation through Tolv, according to the consultancy; while some areas use industrial finishes, sculptural elements and digital graphics.
Tolv is due to open in autumn 2013.