Make the most of your time
How do you breathe daily life into a stadium built for blockbuster events that take place once or twice a week? We were asked to find a creative and profitable solution to this problem for the unused space underneath Stockholm’s Tele2 Arena.
Our branding strategy had to be versatile, appealing to young families, suburbanites and sports fans. What unites them all is that their time is precious. In their busy, urban lives, they want meaningful experiences that last long in the memory.
Swedish for 12, Tolv is a time-based entertainment concept, available 12 hours a day, 12 months a year. It is both a destination and a frame of mind, unchained from the irregular rhythms of the sports/music calendar.
The logo is a reversible black and white clock graphic representing night and day, with the 'o' of Tolv acting as a clock dial, pointing to 12 and encouraging people to make the most of their time. Tolv is a buzzing hub and through clever spatial design we provided meaningful branded surprises to showcase Stockholm's sport, music and culture.
//“Tolv heralds new-thinking in enhancing both the matchday and non-matchday experience” - Stadium Business Awards
//“A blueprint for future sports and entertainment destinations” - Stadium Business Awards