Their motto, “Active Life, Simplified”, captures the spirit of the company. Thule Group needed help relocating and creating a new world HQ in Malmö, Sweden.
The brief was to create new premises fitting their company philosophy and various brands. On the ground floor we also built a ‘Thule Concept store’.
Successful branding was key from the outset; Signage and design details had to fit in & support the brand. Nothing was left to chance from magazine racks to kitchen knives.
All signage was created for effect & simplicity. Double-sided plant walls on wheels made for flexible greenery & acoustic screening.
The entry/exhibition space was designed to work in conjunction with the auditorium in a fully flexible way. The auditoriums moveable block walls were foiled with large-scale graphic prints of product sketches.
Products and materials were selected for their longevity and sustainability. The old warehouse premises were given a modern treatment with open ceilings, exposed services, and a polished concrete floor throughout the open areas. The furniture was chosen for its multiple ergonomic functions, quality & great design, like the “Emeco 111 Navy chair”, recycled from 111 Coca Cola bottles.
Warehouse-style fittings & industrial spotlights supplied the main light and decorative lighting of metal & glass were added to give ambience. All lighting and audio were divided into specific zones, for flexibility & optimal performance, resulting in a functional, modern office in an old factory space.