Promenaden
Echoes of The Past, Hints of the Future
2024–
Introduction
In 2024 we partnered with Promenaden to develop a new brand universe spanning visual identity, verbal tone, experience, and digital presence. The ambition was to encompass all that the Oslo-based property company manages—including office spaces, retail, and cultural initiatives—into one unified brand universe, not simply to refresh the aesthetics but to express Promenaden’s growing role as an urban curator.
Technical details
Curating Portfolio and Shaping Oslo’s Future
For over a decade, Promenaden has meticulously developed Oslo’s most prestigious retail district and managed a distinguished portfolio of office spaces, luxury brands, and cultural initiatives—elevating the city’s standing on the global stage. This journey has been one of careful refinement—ensuring the right mix of international icons and local excellence, reinforcing Oslo as a luxury destination.
The Promenaden district is located in the heart of historic Kvadraturen, in Oslo, Norway, framed by Akersgata, Kongens gate, Prinsens gate, and Grensen. The prestigious Steen & Strøm department store is the district's focal point. With a history dating back to 1797, it now houses luxury brands, premium retail concepts, a Tech Hall, and a popular food hall.
Beyond Retail: A Vision for Urban Transformation
Promenaden is more than a collection of high-end retail spaces; it is a curator of place, shaping a district where Oslo’s architectural heritage meets contemporary luxury, commerce, and business. The company carefully manages a diverse portfolio that includes luxury retail, prestigious office spaces, and cultural initiatives, fostering a holistic urban environment.
Until now, Promenaden has remained in the background, allowing the prestige of its tenants—brands like Dior, Louis Vuitton, Hermès, and Gucci—to define the district’s appeal. Moving forward, Promenaden is taking a step forward, positioning itself as a destination in its own right—one that Oslo’s residents and visitors will recognize, engage with, and experience beyond its storefronts.
At Promenaden, we work with some of the world’s most renowned brands every day, and we saw the need for a strong and unified brand identity for ourselves as well—not just for our tenants, visitors, and employees, but to create a more holistic experience and a clearer presence in Oslo’s urban landscape.
Annette Lund CEO, Promenaden
A Brand Universe That Resonates: Visual, Verbal, Spatial, and Digital
Inspired by the district’s historic facades, the new design balances classic architectural elements with a forward-looking aesthetic. A custom typeface, drawn from engraved lettering found in Kongens gate, bridges history with a contemporary expression, while the monogram reflects ornamental details from the area’s buildings.
With a color palette rooted in tradition yet refreshed for modern use, the identity remains flexible—equally suited for fashion and office environments—while creating a seamless experience across digital, analogue, and spatial expressions.
At the heart of the new brand universe is the concept of ‘Resonance,’ capturing Promenaden’s dual ambition: honoring the past while shaping the future.
A Sensory Digital Experience
For the digital experience, we focused on creating a sense of materiality and spatial depth. At the same time, we ensured the design was user-friendly, making navigation simple and intuitive. Highlighting the people behind Promenaden—those who make the district come to life—was also a key goal when designing the new website.
The new Promenaden website serves as both a practical tool and a curated experience. It integrates Promenaden’s various touchpoints—retail, office spaces, cultural initiatives, and social impact projects—under one unified umbrella.
The website for Promenaden have been designed as a easy-to-use guide to Promenaden. The website gives you an accessible overview for the district and the stores. The website collects all the most relevant information for the different stores, which makes it easier for users to find opening times and specific contact information.
Preserving Heritage While Building for the Future
Beyond the brand identity, Promenaden’s ambition extends to its retail and office spaces and urban development. The district is not just about attracting global brands—it is about crafting an experience that balances history with modernity, commerce with culture, and exclusivity with inclusivity.
As stewards of some of Oslo’s most historic buildings, Promenaden recognizes its responsibility to preserve the past while ensuring resilience for the future. Through an extensive ESG assessment, Promenaden has mapped out key strategies to future-proof its properties—ensuring that its historic buildings remain resilient against evolving environmental and climate conditions while actively contributing to a more connected urban landscape.
Our ambition is to design spaces that honor heritage while being resilient to the challenges of the future. By prioritizing sustainability and innovation, Promenaden aims to create environments where people can thrive.
Tine Slaatten COO, Promenaden
A Destination with Ripple Effect
With this transformation, Promenaden is becoming more than a luxury retail hub. By activating ground floors, fostering community engagement, and strengthening partnerships with retailers, office tenants, and other collaborators, the district aims to create a ripple effect that enriches Oslo’s urban experience.
Promenaden has evolved into an iconic district, but now we are giving it a voice, a presence, and a purpose that extends beyond its buildings. This is about building a future, not just a brand.
Annette Lund CEO, Promenaden
A package of brand images, by photographer Lars Petter Pettersen.
A monogram that holds a potential for many different types of usage. The identity isn't always strict on the rules it should follow, and can be flexible and adaptable according to the context.
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