Vågen Gallerian

A new wave for shopping, a new meeting point for local residents.

The building formerly known as Träffpunkt, was a shopping centre located in the town of Örebro. While Våghustorget is a well known landmark in Örebro, our research showed 60% of interviewed inhabitants didn’t know what and where Träffpunkt was. Repositioning, renaming and rebranding of the property was required. The design and communication challenge was to rename and rebrand the mall into a modern shopping experience.

In Swedish ’vågen’ means ‘the scales’ and 150 years ago the towns popular meeting point was the market area, Våghustorget (the weighing square). But ’vågen’ also means ‘the wave’. We liked this interpretation of the word in terms of movement and energy, aspects that an active, vibrant shopping centre should exude. So to landmark its city location we renamed the shopping centre Vågen Gallerian.

The new name Vågen had a new visual identity to match. All touch points centred around a motion wave and were implemented across a range of physical, digital and online applications; designed specifically for the project. An award winning hero facade being the eye catching centerpiece. As cars, busses, cyclists or pedestrians pass the facade changes colour depending on the angle of view.

And the result, a new shopping experience and meeting point for the residents of Örebro.