Swiss Life - Föfzg Lucerne
Building a community through play and experience.
When Föfzg, a new shopping mall in the heart of Lucerne, was set to open in 2019, it needed more than just a visual identity — it needed momentum. Just days before the grand opening, Covid-19 hit. The launch we had envisioned was suddenly impossible. So we pivoted. Instead of a traditional opening, we brought Föfzg into people’s homes. We sent curated packages filled with treats and practical goods to residents across the city. And rather than a physical event, we hosted a live-streamed concert with Pablo Nouvelle, performing directly from inside the mall. Föfzg entered the city quietly, creatively — and memorably.
That unconventional start shaped the long-term strategy. We committed fully to community-driven communication, focusing our efforts on events, local collaborations, and shared experiences that would continuously bring people back.
Strategy
Branding
Packaging
Social Media
Copy Writing
Custom Merch
Event planning
Föfzg moved into a well-known building on Hertensteinstrasse 50 — the address that inspired its name. The “50” became the core of the identity: used numerically or written as Föfzg, Fünfzig, or Fifty. The custom-designed letters were transformed into large 3D sculptures placed throughout the mall. They doubled as benches, photo spots, and interactive elements — turning the brand into a physical part of the shopping experience.
Because the mall needed to speak to both locals and tourists, the brand language was intentionally layered. Swiss German, set in a handwritten typeface, formed the emotional core — authentic, approachable, and rooted in Lucerne. Supporting copy appeared in German and English, while the website was available in all three languages.
Illustration played a key strategic role. A childlike, hand-drawn black line style mirrored the typography and kept everyday communication clear and accessible. Core information remained in black and white, while color was reserved exclusively for events and special moments — instantly signaling excitement and creating visual hierarchy across all touchpoints.
Merch & Guerrilla Moments
To bring the identity into everyday life, we created a broad range of custom merchandise: coffee cups, keep cups, umbrellas, bags, masks, and more. Each item extended the brand beyond the mall’s walls.
We also launched a guerrilla campaign, placing a massive “50” logo at some of Lucerne’s most picturesque locations. The installations sparked curiosity, encouraged sharing, and made the mall visible in unexpected contexts throughout the city.
Community as a Communication Platform
From the very beginning, Föfzg was designed as more than a retail space — it was a stage for shared experiences. We even made sure to create a co-working space inside the mall for people to find a quiet spot in a busy area.
We developed a comprehensive event strategy that transformed every happening into a branded moment. Whether for visitors or shop owners, each event was thoughtfully designed — from posters and signage to snacks and giveaways.
One of the highlights was the creation of a custom board game built entirely around the shopping theme. We developed it from concept to production, including a city-wide competition to win copies. During the summer, a life-sized version of the game took over the space outside the mall, with prizes from participating shops. It became a playful way to extend the brand beyond retail — especially for younger visitors — offering an offline experience in an increasingly digital world.
Celebrating the Small Moments
Beyond large-scale events, we focused on consistent, recurring touchpoints that built anticipation and loyalty.
Every Christmas season, we hosted a stall outside the mall in collaboration with Aldi, offering hot beverages and treats. All proceeds were donated to local organizations — reinforcing Föfzg’s commitment to giving back to the community.
Throughout the year, smaller activations kept the energy alive: oversized Easter eggs hidden throughout the space, black Santa hats filled with surprises, chocolate hearts for Valentine’s Day, and practical weekly meal planners in January.
We made sure to celebrate the in-between moments — giving people reasons to return not just for shopping, but for experience. Some visitors even queued early in the morning, hoping to be the first to find one of the iconic black Santa hats.
