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Oslobukta

Location: Oslo, Norway
Solution: Placemaking
Deliverables: Advertising + Branding + Digital + Environmental + Film + Strategy
Years active: 2020 - 2022
Asset class Macro Destinations
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Introduction

An exciting new quarter and cultural destination of Oslo with a brand strategy and identity to match – welcome to Oslobukta. It now stands as prime example of how heritage and modernity can combine to create something truly unique.

Oslobukta, or Oslo Bay, is a newly-developed quarter and cultural hub in Oslo’s historic city centre. The 825,000 sq m project, the largest in Europe during construction, encompasses four distinct neighbourhoods split across CBD, lifestyle, mixed-use and residential.

We worked with Carucel Eiendom and Madison International Realty on a campaign that united these four, sprawling yet distinct neighbourhoods.

The Norwegian market has a unique cultural sensitivity. Heritage is held in high regard. So as Oslobukta has a distinctly modern style, there was significant local scepticism over how the development would fit in with the rest of the city. With this in mind, our campaign was guided by a comprehensive brand strategy and research incorporating in-depth qualitative and quantitative research. These insights helped us identify the perfect mixture of Norwegian culture, customs and heritage and how to interpret this for a new modern audience.

The brand we created communicated the project’s sense of energy and vibrancy, deploying a considered colour palette combined with intricate patterns and textures that distorted images to create biting and dynamic vignettes applied throughout the visual identity. The overall effect mirrored the development’s ethos focused on putting a new twist on an established heritage.

Oslobukta now stands as prime example of how heritage and modernity can combine to create something truly unique.