The new KappAhl flagship in Gothenburg is one of a number of recent store openings from the established Nordic fashion retailer. With this concept comes a complete change of brand perception with inspiration at the heart of the offer. The customer is encouraged to roam and discover a series of ‘rooms’ that house sub-brands and collections. We have created a warm and clean architecture, which is enhanced by a friendly, honest and playful tone of voice at all levels through branding, navigation and communications.