Transforming a stadium into a daily destination
City of StockholmTolv - Make the Most of your Time
Our new approach to urban infrastructure at the Tolv Tele2 Arena in Stockholm creates a different type of stadium destination.
The answer to empty stadium complexes worldwide
Tolv, like many stadiums, found that although it was busy whenever it hosted blockbuster events once or twice a week, it was empty the rest of the time and therefore not bringing in any revenue. We found a profitable solution to this problem, turning the unused space underneath the arena into an entertainment hub.
A flexible strategy
Available 12 hours a day, 12 months a year, Tolv is both a destination and a frame of mind, unchained from the irregular rhythms of the sports/music calendar. We created a buzzing hub that’s formed from a series of meaningful branded surprises to showcase Stockholm’s sport, music and culture, as well as a restaurant and bar.
A time-based entertainment concept
Our branding strategy had to be versatile, appealing to young families, suburbanites and sports fans. What unites all of these groups is that their time is precious. In their busy, urban lives, they want meaningful experiences that create lasting memories.
A new identity
This concept is echoed in the new logo which features a reversible black and white clock graphic representing night and day, with the 'o' of Tolv echoing a clock dial, pointing to 12. It encourages people to make the most of their time.
Value for the audience
Locals and tourists alike now have a new leisure space and enhanced experience when heading to the Tele2 arena. It has revitalised the space for a range of people, from families to professionals.
Tolv heralds new-thinking in enhancing both the matchday and non-matchday experience.
Stadium Business Awards
Value for the brand
We have found a way to make Tolv profitable whatever the time of year or day, this is a true achievement for a stadium which previously relied on one-off events.
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Working together to inspire people and contribute towards a positive impact
Emirates Nature - WWFLead The Change: Emirates Nature-WWF IKEA Activation
Our Middle East team partnered with environmental charity Emirates Nature-WWF and Al-Futtaim IKEA to bring a unique and immersive activation titled "A Day in the Life of Climate Change" to Festival Plaza, Jebel Ali. The activation, ran from November 18th to December 30th 2023, aligning with the COP28 conference in Dubai and aimed to raise awareness and funding to tackle climate change and water scarcity in the region.