Fältöversten - Conceptual development & Brand identity

At Bas ID, Architect: Therese Granlund

Fältöversten is a city district galleria in Östermalm, Stockholm, owned by AMF Fastigheter. To renew Fältöversten’s position we started by creating a new galleria concept. By capturing and strengthening the characteristics of Östermalm, we created a unique galleria, with its own local feel. Fältöversten is ’Tradern’ and ’Urbane’ with a golden lining. Here, everyday feels like a Sunday.

One part of the process in developing Fältöversten was to develop a new graphic identity to match the new strategy and concept, as well as the attributes of Östermalm. The identity toolbox is now a strong carrier of the brand in all kinds of interaction and enhances the experience of Fältöversten.