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Department store rebranding and redesign


  • Entire department store restored in 2017
  • Grand Opening September 2017

Skills & services

Brand identityConcept developmentInsight & strategyInterior design & planningSignage & wayfindingPackaging design3D visuals
In the first half of the 20th century, Glasmagasinet was to Oslo what Harrods is to London and KaDeWe to Berlin. Over the years, the owners lost their focus and Glasmagasinet lost its former magic. The new owners, KLP, decided to restore the greatness of Glasmagasinet and brought in Reactor for the resurrection mission.
The selection of fonts in the design program is based on the graphical history involving Glasmagasinet and the center of Oslo. The pattern design are developed to support and enchant the Empire style of Glasmagasinets main building from 1898.
Norway has gone from being an impoverished society to one of the most affluent countries in the world. What we give each other as gifts has also changed over time. In 2017, the mix of shops adapted to some extent to also attract younger target groups.
The scheme for the signs has been formulated based on the existing expression, using materials that were already in place.
Glasmagsinet’s Eatery, the 3ETAGE (3FLOOR), is a location with a long culinary tradition at Glasmagasinet. The guests include older adults with childhood memories of shopping trips to Glasmagasinet with the last stop being precisely here.
The 3ETAGE logo is based on the same logotype as Glasmagasinet in order to show that the eatery is an integrated part of Glasmagasinet.