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Stora Badhusgatan 37
411 21 Göteborg
+46 31 339 62 00

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Kungsgatan 48
111 35 Stockholm
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Costume change
at the opera

One of the leading opera houses in the Nordic region, GöteborgsOperan is a multi-arts venue, staging operas and musicals as well as classical and contemporary ballet. Its reputation for artistic excellence reaches far beyond the borders of Sweden.


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.


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.


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.

What we did

  • Activation tools
  • Brand activation
  • Design applications
  • Design implementation
  • Design platform
  • Digital strategy
  • Insight platform
  • Pre-study


Cannes Lions: Merit
Clio Awards: Bronze
Swedish Design Award: Gold