Oslo is becoming a trend and lifestyle hub of Northern Europe. The leading department store Steen & Strøm had to redefine its customer experience to adapt to the changing scene on the street. The opening of the new wing with a big entrance on the buzzing main street of Oslo, Karl Johans gate, required a new signage system and a visual presence to embody the transition from traditional to on-trend.

The everchanging seasonal lights of Norway inspired the signage system. It brings out the essence of the classic architecture and Sten & Strøms heritage as a social space to form a new expression. Through the use of natural light, texturized glass, typography and colors, the sign complements the commercial visual language of the busy Karl Johan street, adding class and relevance.