Thoravej 29

Transformation. That’s the heart of Thoravej 29’s purpose and function. From the very first thought that sprouted within Bikubenfonden in 2020 to the first sketches of the building itself, to the co-creation process behind the community’s brand strategy and identity design, to the selection of members and the systemic and mission-driven actions they all take in society today – transformation leads the way.

When we met with Bikubenfonden and got briefed on the project, the community was still a vision and the building at Thoravej 29 a construction site.

We knew that creating one Thoravej 29 brand was crucial to succeeding with the overall purpose of radical transformation. We designed an open process inviting all community members to join workshops about the brand strategy, tone of voice, and visual identity.

The brand purpose, manifesto, core narrative, website, signage, wayfinding, and identity design encapsulate every ambition about transformation and sustainability and give the community a shared voice. Both Thoravej 29's purpose and function are deeply dependent on its members and the joint reason for being at Thoravej 29.

The collaborative process resulted in a brand purpose that emphasizes who Thoravej 29 and its members are rather than what they do, allowing the members to pursue their agendas as well.

Thoravej 29’s visual identity insists on redefining stand-out brand identity design. The concept mimics the overall rationale of creating transformative spaces, both literally and figuratively, in unconventional ways. The brand has no fixed colours, no fifth design element, but rather simple, purpose-driven features whose aesthetic is the result of a more conscious approach to identity design. Elements like moving 'walls' – referencing the changing floorplan to create letters that shape and spell Thoravej, and the absence of a fixed brand colour palette – allowing us to use leftover colours and materials in print, like vintage t-shirts and waste ink for merchandise. As part of the visual identity, we developed an eco-mode option for the website, nudging the user to choose a more sustainable version and bringing attention to the environmental impacts of the web. Similar efforts have been implemented in the signage concept. By integrating programmable LED signs, we reduce single-use foil. Introducing a handheld ‘print-gun’ offers another opportunity to create signs for short-term use. You don’t have to produce new signs every time the function, name, or number of a room changes.

A crucial way for Thoravej 29 to measure its success is through partnerships. During the opening event ‘29 Dage på Thoravej’, the community hosted 74 events - only one was held by a member alone. The rest were either collaborations between members or with external partners. All in all, the campaign sold close to 3000 tickets, with 95% of all events being sold out.

Thoravej 29 is a Danish Design Award 2025 finalist.

Wayfinding was created in collaboration with friends of the studio Borg Brückner.

Architectural photography: Hampus Berndtson
Community photography: Matihas Eis, Sebastian Stigsby