Bar – Restaurant & Tattoo Studio at Generator Stockholm
Generator is a design-led hostel chain that exist in twelve big European cities. They reached out and wanted a face for their new Stockholm hostel. Each city has its own unique look and feel and every hostel is influenced by the city itself. For Stockholm the concept was inspired by Swedish artist and mystic Hilma af Klint (1862–1944) and her interest in abstraction and symbolism. The brief was to make the artistry of Hilma come alive again, but in a modern version.
For the actual hostel the project included a pattern-driven identity, reflecting artistry using a mix of crafts. In its diversity a flexible design system was created, where each item feels tailor-made and unique, but still cohesive due to a tight color scheme. The restaurant, bar and tattoo studio at the hostel – Hilma – also needed its own identity. Here we let the artist itself shine and based the entire identity on snippets, words and symbols found in Hilma af Klint’s old notebooks that she kept while practicing séances in the beginning of the 20th century. The result is a typography-driven identity, where the typography works like decorative illustrations or patterns. Each designed item is custom-made using different poetic Swedish words by Hilma af Klint, screen printed on elements such as hand-made clip boards dressed in cloth with brass details, letterpressed business cards, paper bags, staff shirts and more.