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Biblioteket

No.5

Old school, modern collaboration with Mats Theselius + Jägnefält Milton

  • Various material samples: stone, wood, and marble, arranged like a cityscape

Property branding

A flagship residential development that breathes both tradition and innovation. Revitalised by a tight knit collaboration between artist/designer Mats Theselius and architect Jägnefält Milton and the developer.

The architecture and process helped us reimagine the building and develop a brand representing the townhouse and its boutique living proposition.

We got some great support on this project from our friends at PJADAD and Råformat.

Category

Type

Market

Completed

Homes

Developer

Residential branding
To buy
Stockholm
2017
13 apartments
Glommen & Lindberg
  • Diagonal striped green and white ceramic tiles creating a dynamic pattern.
  • Textured green fabric with soft folds, ideal for upholstery or drapery.

Mats Theselius.
Jägnefält Milton.

A collaboration of craftsmen.

A project combining heritage in architecture with a collaboration between legendary artist and designer Mats Theselius, architects Jägnefält Milton and Glommen & Lindberg. Designer Mats Theselius shaped the soul of the interiors and architects Jägnefält Milton reimagined the building. Together with Glommen & Lindberg, they made Biblioteket No.5 what it is today.

📷 Fabian Svensson

Crafted materials.
Paired back and sophisticated.

The result shown below gave the sales-material sent to potential buyers a soulful character and hopefully a good representation of what the project would feel like, alongside the beautifully detailed renderings.

  • Architectural material palette: wood, stone, glass, and bold color swatches.
  • Architectural material palette: wood, stone, metal, and vibrant pigment samples.
  • Architectural material mood board: wood, marble, frosted glass, red pigment, and cardstock.
  • Architectural mood board with wood, tile, green powder, and material samples.

Showcasing and balancing the old with the new was a lovely challenge.

Traditional formats, slightly scaled up for extra impact, together with color & typo strongly connected to the building allowed the perfect meet between the new and the old. These details, together with material photography and premium book-box execution, also set a president and tone of voice for the rest of the marketing in this development.

History repeated with a modern perspective.

Inspired by the design process, we developed branding communicating the unique story of these industry leading individuals working together, their choice of materials, and the heritage of the building. The process became the story and thats how we sold its excessive quality of craftmanship, creativity and materials.

  • Rooftop extension on a brick building with white balconies and green metal roof.

Visuals by Råformat

  • Open book with building illustration and "BIBLIOTEKET" text on a dark green page.
  • Architectural drawing of a building on a dark green book, next to an orange box
  • Architectural rendering of a building exterior on a dark green book cover.
  • Open book displaying "Våra projekt" and "BIBLIOTEKET Nº5" branding
  • Bathroom design concepts: sketches of a toilet paper holder and towel rack, plus a modern tub.
  • Architectural drawing of a building facade, "BIBLIOTEKET Nº5" text.
  • Elegant lobby with marble walls, patterned floor, gold elevator, and leaf-patterned wallpaper
  • Modern kitchen with white cabinets, marble backsplash, chevron floor, and yellow ladder
  • Modern kitchen with white cabinets, marble backsplash, and black-and-white chevron floor tiles
  • Close-up of a modern yellow shelving unit on a black and white geometric tile floor
  • Modern white kitchen with marble backsplash, wooden floors, and a rolling ladder.
  • Modern white living room with built-in shelves, fireplace, and herringbone wood floor.
  • Modern marble bathroom with dual sinks, wall-mounted toilet, and rain shower.
  • Warm wood and glass French doors open to a bright, modern sitting room.

What we did

A short summary of our main tasks and challenges solved together with the client.

Property brand

Creative Direction

Visual identity

Storytelling

  • Architectural drawing of a building on a dark green book, next to an orange box

Marketing Suite

Book + Packaging

Signage

Printed collateral

  • Architectural material palette: wood, stone, glass, and bold color swatches.

Property Systems

Digital platform

Lead management