Text to impress: Spreading the word in Osaka

Stockholm – Bold, black and white text cover the walls in H&M’s first store in Osaka.

Swedish-based design agency A-B-D worked with the H&M graphics department and illustrator Lovisa Burfitt to design the interiors. Appealing to a more experimental and positive consumer, hand-written, oversized graffiti-style typography helps to create maximum impact.

On a blackboard covering a wall are the words ‘New Arrivals Every Day’ and next to the escalators signs show the way to ‘Him and Her’ sections in white capital letters.

For more on how brands are using text to impress, read our Textpression design direction.