CLIENT: NK Stockholm

Premium wayfinding for a superior shopping experience

CLIENT: NK Stockholm

New wayfinding strategy for the most exclusive department store in the Nordics

The NK department store is a world-class shopping destination in central Stockholm. NK was already inaugurated in 1915 and was designed by the famous architect Ferdinand Boberg. Today, NK Stockholm has six floors filled with prestigious brands such as Hermès, Hugo Boss and Balenciaga, first-class service, gastronomic dining experiences and is considered the leading department store in the Nordics with a significant proportion of foreign visitors.

A complex challenge
The complexity of the building together with delayed analog wayfinding meant that visitors felt that it was difficult to find the right way – a problem that, among other things, meant that staff had to act more as guides instead of selling their products. FocusNeo was tasked with developing a strategy for analog wayfinding that supports the commercial business and makes it easier for first-time visitors to orient themselves and find their way. The signage would also reflect NK’s brand identity and adapt to the historic character of the building.

The analysis lays the foundation
We carried out a careful analysis of, among other things, customer flows and visitors’ behaviors, as well as interviewed staff to find important insights that could help us identify problem areas. We developed a strategy that is based on the fact that department categories are awarded over floors, as well as to strengthen the reference in escalator flows and add clearer location signage.

Premium and sustainable signage
After a thorough design work, we developed a brand new analogue signage in a unique, flexible sign system made in exclusive material choices. We created a complete series of pictograms adapted to NK’s visual identity and managed to reuse a lot of NK’s existing signage in order to act sustainably and keep costs down. The new signage makes it easier for visitors to find their way, and the staff feel that the number of customers asking for directions has radically decreased. Our work is also the basis for the development of digital wayfinding at NK.

CLIENT:
NK Stockholm

What:
Wayfinding

When:
2023

Where:
Sweden

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Wayfinding

CLIENT:
NK Stockholm

What:
Wayfinding

When:
2023

Where:
Sweden