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

4010 - Telekom Store. The ever changing shop identity.4010 is a new young concept store of Deutsche Telekom in the vibrant quarter of Berlin Mitte. The name “4010” was deduced from the Telekom CI colour value – RAL4010 (Telekom Magenta).  The concept targets to fulfill the rapidly changing trends of young target groups.The idea: A shop identity that never looks the same - for an audience that never acts the same.  

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

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.