Tetris A/S
Agorahaverne - cultivating shared living in the third age
Client
Tetris A/S
Collaboration
Brille Bjarke
Services
Brand Identity, Culture Strategy, Placemaking
Production
Communication & Campaign, Strategy, Graphic Design, Webdesign & Development, Digital & Interactive
The interest in co-living, notably amongst seniors, is increasing around the world. One of Denmark’s ambitious developers Tetris A/S is planning to build 20+ senior housing communities over the next years all around Denmark. But how do you go about building a senior community from the ground up?
Strategy & process
With our passion for shared living at Urgent.Agency, we are excited to be involved in the development of one of the biggest commercial investments in shared living in Denmark, led by Tetris and N-REP. We are working on developing a sustainable community strategy, brand identity and visual communication for this community concept which we have named Agorahaverne. It is quite a journey!
The architectural concept, developed by Sangberg Architects for Tetris, places all apartments around a large, shared, covered atrium garden, which creates a green space for spontaneous and planned community activities.
Considering culture from the start
Though shared living for seniors is seen as a great opportunity, for good reason, it still poses a challenge to bring together some 100 tenants in a newly created place where you are expected to share your everyday life. How do you build a community from the ground up? We quickly dived into researching the target group, wanting to understand what matters to them. We worked strategically to explore community drivers, organisational forms, and new ways of living. We built on our previous research and creative work in Imagine Shared Living and Deleby. One of our key findings was that though age is a very relevant defining factor for the target group, the community could not just be about age. What matters to people – older and younger – is meaning, learning, freedom.
Designing formal and informal communities
Together with Tetris, we started co-creating the cultural and community profile for the new senior shared living concept, at that point called VoksenPlus. Our role included giving input to the architectural concept and the programming of the shared functions. Even more importantly, we conceptualised the formal and informal organisation of the future community members. We helped give birth to a vision for Agorahaverne that stresses the importance of providing opportunities for more quality of life, community and freedom as a senior. Finally, that led us to create the name, the visual identity, website and on-going communication for Agorahaverne.
The design brief
Create a compelling overall brand identity for Agorahaverne and a system for individual branding of each local co-living community that can attract and engage the target group.
Our Approach
With Agorahaverne’s core values, extensive anthropological research of the target group, and identified design drivers as our point of departure, we set out to communicate the concept though a variety of formats and channels.
A name and a brand that makes sense
As we moved into the communication aspect of the project, the assignment was to create a compelling overall brand identity for the mother brand - Agorahaverne - as well as a system for individual branding of each local co-living community. We needed to create a brand that would attract and engage the target group, being open and inviting and not overly branded. We designed a system with one overarching name and identity and a range of individual sub brands strongly connected to the local area in which they are based. “Agora” refers to the central public squares in ancient Greek city states where the city’s athletic, artistic, spiritual and political life took place. Under the Agorahaverne umbrella each individual community is named after a local, historical personality with a strong connection to the area who has made an impact on either the arts, science, business, or politics.
Ibi Trier Mørch
Danish architect and artist from Slagelse who spent much of her life on political and social activities, fighting for both community and freedom.
Herman A. Kähler
Danish ceramic designer and manufacturer who ran the Kähler ceramic factory in Næstved, Denmark. He now also lends his name to the second residential community of Agorahaverne.
“Urgent.Agency has been a highly valued partner in developing the community design in our senior co-housing concept called Agorahaverne. From the very beginning Urgent.Agency has delivered insightful knowledge and tangible feedback that has contributed to making our concept crystal clear. This clarity has been transformed into a fresh visual identity that exceeds our expectations while being perfectly aligned with our DNA and culture.”
Martin Wagner, Head of Communication, Tetris A/S
Design System
Community based living – how does it look and feel? Our visual identity design reflects the vision and architecture of Agorahaverne. But most importantly it’s an invitation to a new home. It offers shelters with the warmth of nature and humanistic values through illustrations, colours and typography. The letterforms of the logo and typography pay homage to values within classical culture and architecture. The organic forms of the illustrations date back to the vase paintings of ancient Greece and echo the circle of life. In Agorahaverne each day leaves space for a bit of poetry, new ideas, open minds or even day dreaming – and so does the visual identity.
Typography
Brand colors & logos
“The visual identity has been easy to implement and very well received by our customers as well. So we are more than pleased with our collaboration with Urgent.Agency and highly recommend the great minds and souls that are Urgent.”
Martin Wagner, Head of Communication, Tetris A/S
The promise of Agorahaverne
Central to Agorahaverne is the vison of creating housing where freedom and community are balanced and where there is space to learn, play and interact with your co-habitants. The two first residential communities: Ibihaven in Slagelse and Hermanhaven in Næstved are currently under construction – and the ambition is to roll out the concept to the rest of the country over the next few years. As the first communities open in 2021 we look forward to set-up and learn from the first living communities.
More info
Status
Ongoing
Contact
Christian Pagh
Team
Christian Pagh
Osvald Landmark
Ricky Storm Braskov
Website
Tetris A/S
Agorahaverne - cultivating shared living in the third age
Client
Tetris A/S
Services
Culture strategy, Brand identity
Production
Communication and Activitation, Strategy, Graphic design, Digital and website
The interest in co-living, notably amongst seniors, is increasing around the world. One of Denmark’s ambitious developers Tetris A/S is planning to build 20+ senior housing communities over the next years all around Denmark. But how do you go about building a senior community from the ground up?
Strategy & process
With our passion for shared living at Urgent.Agency, we are excited to be involved in the development of one of the biggest commercial investments in shared living in Denmark, led by Tetris and N-REP. We are working on developing a sustainable community strategy, brand identity and visual communication for this community concept which we have named Agorahaverne. It is quite a journey!
Considering culture from the start
Though shared living for seniors is seen as a great opportunity, for good reason, it still poses a challenge to bring together some 100 tenants in a newly created place where you are expected to share your everyday life. How do you build a community from the ground up? We quickly dived into researching the target group, wanting to understand what matters to them. We worked strategically to explore community drivers, organisational forms, and new ways of living. We built on our previous research and creative work in Imagine Shared Living and Deleby. One of our key findings was that though age is a very relevant defining factor for the target group, the community could not just be about age. What matters to people – older and younger – is meaning, learning, freedom.
The architectural concept, developed by Sangberg Architects for Tetris, places all apartments around a large, shared, covered atrium garden, which creates a green space for spontaneous and planned community activities.
Designing formal and informal communities
Together with Tetris, we started co-creating the cultural and community profile for the new senior shared living concept, at that point called VoksenPlus. Our role included giving input to the architectural concept and the programming of the shared functions. Even more importantly, we conceptualised the formal and informal organisation of the future community members. We helped give birth to a vision for Agorahaverne that stresses the importance of providing opportunities for more quality of life, community and freedom as a senior. Finally, that led us to create the name, the visual identity, website and on-going communication for Agorahaverne.
The design brief
Create a compelling overall brand identity for Agorahaverne and a system for individual branding of each local co-living community that can attract and engage the target group.
Our Approach
With Agorahaverne’s core values, extensive anthropological research of the target group, and identified design drivers as our point of departure, we set out to communicate the concept though a variety of formats and channels.
A name and a brand that makes sense
As we moved into the communication aspect of the project, the assignment was to create a compelling overall brand identity for the mother brand - Agorahaverne - as well as a system for individual branding of each local co-living community. We needed to create a brand that would attract and engage the target group, being open and inviting and not overly branded. We designed a system with one overarching name and identity and a range of individual sub brands strongly connected to the local area in which they are based. “Agora” refers to the central public squares in ancient Greek city states where the city’s athletic, artistic, spiritual and political life took place. Under the Agorahaverne umbrella each individual community is named after a local, historical personality with a strong connection to the area who has made an impact on either the arts, science, business, or politics.
Ibi Trier Mørch
Danish architect and artist from Slagelse who spent much of her life on political and social activities, fighting for both community and freedom.
Herman A. Kähler
Danish ceramic designer and manufacturer who ran the Kähler ceramic factory in Næstved, Denmark. He now also lends his name to the second residential community of Agorahaverne.
“Urgent.Agency has been a highly valued partner in developing the community design in our senior co-housing concept called Agorahaverne. From the very beginning Urgent.Agency has delivered insightful knowledge and tangible feedback that has contributed to making our concept crystal clear. This clarity has been transformed into a fresh visual identity that exceeds our expectations while being perfectly aligned with our DNA and culture”
Martin Wagner, Head of Communication, Tetris A/S
Design System
Community based living – how does it look and feel? Our visual identity design reflects the vision and architecture of Agorahaverne. But most importantly it’s an invitation to a new home. It offers shelters with the warmth of nature and humanistic values through illustrations, colours and typography. The letterforms of the logo and typography pay homage to values within classical culture and architecture. The organic forms of the illustrations date back to the vase paintings of ancient Greece and echo the circle of life. In Agorahaverne each day leaves space for a bit of poetry, new ideas, open minds or even day dreaming – and so does the visual identity.
Typography
Brand colors & logos
“The visual identity has been easy to implement and very well received by our customers as well. So we are more than pleased with our collaboration with Urgent.Agency and highly recommend the great minds and souls that are Urgent.”
Martin Wagner, Head of Communication, Tetris A/S
The promise of Agorahaverne
Central to Agorahaverne is the vison of creating housing where freedom and community are balanced and where there is space to learn, play and interact with your co-habitants. The two first residential communities: Ibihaven in Slagelse and Hermanhaven in Næstved are currently under construction – and the ambition is to roll out the concept to the rest of the country over the next few years. As the first communities open in 2021 we look forward to set-up and learn from the first living communities.
More info
Status
Ongoing
Contact
Christian Pagh
Team
Christian Pagh
Osvald Landmark
Ricky Storm Braskov