Create a shop identity for the young target group with visual quotations to the Corporate Design of the Deutsche Telekom AG.

The solution: An ongoing typographic reinterpretation of the numbers 4010, staged across the shop media.International motion artists were commissioned to contribute their interpretation and become part of a constantly growing in-store logo loop. All media, printed matters and even the signboards are labelled out of a versatile pool of 4010 letterings.

A shop identity that has a sound grasp of contemporary developments - as it moves with them.