Slovansky Dům, is one of the original ‘shopping malls’ in the centre of Prague, and the only inner city modern multiplex cinema. Slovanský Dům is distinctive for it’s courtyard and grassed area, the serves as an ‘escape’ from the bustling city centre. Here we found cafe’s, offices and restaurants.
The Inside of the mall is relatively small and focused on ‘higher end’ fashion brands. But it’s logo identity was dated, being the original logo from it’s opening.
We saw a fantastic opportunity, simply through the use of visual branding, to bring ‘life’ to the interior of the centre and to the brand itself.
Taking the garden, a living ‘organism’ which is constantly shifting and changing through the seasons, as our starting point, we developed a touching and colourful ‘organic brand’ which also changinges throughout the year, with abstract illustration representing the 4 seasons, as the basis of the logo identify.
We created a more simple and elegant brand logo mark for the Slovanský Dům, and a entire playful identity.
By doing this, we injected a fresh new air to the centre – brighting and livening the perception of the centre. At the same time, we encouraged them to create a more engaging garden experience, which saw a complete redesign of the garden, which also included sculptural elements from renowned artist Federico Diaz.
This is a perfect example of learning from a products benefits, highlight and character, and distilling them down in to a visual style which truly captures the soul of the property.
From the rebranding, we are seeing better brand being attracted to the centre and it brings the whole project back to life, like a well watered garden.
Activation / Campaign, Brand / Visual identity, Brochure, Giveaways, Logo, Map, PR, Retail, Social, Web