Imagination creates graphics and spatial design for Stockholm’s Tolv entertainment site
Imagination is creating the concept for Tolv Stockholm, a 12,000m2 multi-use entertainment space beneath the Tele2 Arena in the Swedish capital.
The overall Tolv space
The consultancy is responsible for creating the spatial design and visual identity for Tolv, working alongside Swedish architect Tema Arkitekter on the project.
Tolv poster
Tolv will house entertainment including music, film, sport, gaming, food, drink and pop-up events.
Tolv logo
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.
Tolv clock graphics
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.
Tolv record player graphic
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.’
Tolv graphics
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 entrance at night
Tolv is due to open in autumn 2013.
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The is a great story of space planning and design. It is amazing how once a great theme is created it fits into all aspects and works wonderfully. I was reading about the history of graphic design and there are some great examples of this type of design throughout the ages at http://seedesign.info/
Thanks Jayson.
At Imagination, we always look to have a compelling idea at the heart of any project and explore how this can be amplified in all of our channels (such as 2d, 3d, digital and experiential.)
We’re pleased that you have identified this with Tolv!