/ Göteborgsoperan
Costume change
at the opera
Direction
Like any opera house, GöteborgsOperan’s mission is to amuse, edify and, occasionally, provide pause for reflection. Sadly, some still see opera as exclusive, while modern dance is too often viewed as rarefied and inaccessible. The aim was to appeal to a wider audience, without trivialising the art form. As it happened, GöteborgsOperan had not changed its visual identity since opening its doors in 1994. But despite lengthy exposure, research showed the original design had not made a lasting impression. A new unifying symbol was needed – one better suited to a brave new digital landscape.
A symbol in constant motion as a metaphor for a vibrant opera house.
Creation
GöteborgsOperan is worth a visit for the architecture alone. Situated in the heart of Scandinavia’s busiest port, the building is inspired both by opera and proximity to water. Its silhouette – reminiscent of the bow of a giant ship – harmonises with the surroundings. The new symbol shimmers like a silver coin visible beneath the water’s surface. It is mutable and in constant motion, an apt metaphor for a vibrant opera house.
Activation
Our job has been to ensure the new visual identity reflects not only GöteborgsOperan’s role, but also make it more visible and accessible. It was launched in March, 2017.
The aim was to appeal to a wider audience, without trivialising the art form.