Salling department stores were established in 1906 in Aarhus and in Aalborg in 1964. Their entire visual appearance was designed in the store’s… Read More
Salling department stores were established in 1906 in Aarhus and in Aalborg in 1964. Their entire visual appearance was designed in the store’s first year and therefore appears somewhat old-fashioned and inconsistent. The main issue for Salling is that the shopping experience does not meet the expectations of today’s consumers. On this basis the number of visitors is decreasing.
In the current concept, there is no other experience for the customer than to get a bargain. Therefore the goal of the new design is to improve the image of Salling. Through an inspiring atmosphere and great marketing the department store will distances itself from the target group’s prior expectation for Salling being a discount mall. This aim requires a rethinking of the concept which properly could be obtained through inspiration sales and through a new quality conscious, modern and engaging design. This way Salling could appeal to a younger audience.
The new logo is a redesign of the current logo and is based on the very characteristic S, which also forms the basis of the 5. element. In addition there is a strong emphasis on digital media and in particular the web-shop so that Salling goes from being the local department store to being national.
This project is a fictional project and has not been implemented for commercial use. Read Less