---
title: Kv Victoria
url: https://milk.se/case/kv-victoria/
type: case
updated: 2025-12-17
---

# Kv Victoria

> Kv Victoria is a place brand for a city block in central Gothenburg, created by Milk Reklambyrå (Milk) for the client Wallenstam. The concept "A genuine experience not available for download" and a black-and-white graphic identity aim to make the area more attractive to visitors and to strengthen local retail.

## Key facts

- Agency: Milk Reklambyrå (milk.se)
- Client: Wallenstam
- Project: Kvarteret Victoria, a place brand for an area in Gothenburg
- Location: The area between Victoriapassagen, Victoriagården, Södra Larmgatan and Vallgatan, one of Gothenburg's oldest city blocks
- Services: Digital, Graphic Identity, Strategy
- Concept: "A genuine experience not available for download"
- Results: Four new businesses have established themselves in the area since the start
- Recognition: The identity was nominated for Svenska Designpriset 2020
- Colors: Only black and white are used in the identity

## Details

This page is a case study from Milk Reklambyrå describing its work for Wallenstam on the place brand Kvarteret Victoria. The text below is based on the original Swedish case page.

### Background

For a physical destination to develop, it must offer something that does not exist online. This insight is the foundation of Milk's work for the Gothenburg city block.

Kvarteret Victoria is a place brand for the area between Victoriapassagen, Victoriagården, Södra Larmgatan and Vallgatan. The aim is to increase the area's attractiveness over time, strengthen retail in one of Gothenburg's oldest city blocks, and get more Gothenburg residents and tourists to visit the area more often.

### Concept: "A genuine experience not available for download"

The concept is designed as a unifying theme for the businesses operating in the area, and as a promise to visitors. It is about shopping, or a break from it, and about experiences that are not found around the corner. It also offers a genuinely Gothenburg environment, the opposite of needs-driven shopping and e-commerce.

### Graphic identity

The graphic identity's role is to package the offering, sum up the experience and give the place a clear position in people's minds. To strengthen the link between identity and experience, the graphic expression both influences and is inspired by the area. For example:

- Visual elements from the identity are placed on walls and public surfaces.
- The shadows created by the courtyard's lamps are reflected in the identity's building blocks.

So that the identity works as well on its own as together with the area's businesses, all colors except black and white were deliberately left out. Distinctive typography instead plays a bigger role in creating recognition.

### Templet

An important part of the brand is that it should be a constant source of inspiration. The concept therefore includes Templet, a dedicated space where a curated selection of collaborations and temporary guest appearances offers more experiences that can't be downloaded.

### Results

In a short time, Kvarteret Victoria has become an established brand in the retail world and among the area's visitors. Since the start, four new businesses have chosen to establish themselves there, and the identity was nominated for Svenska Designpriset 2020.

## Related cases from Milk

- [Kongahälla Center – "Från ärenden till upplevelser"](https://milk.se/case/kongahalla-center/) (Concept & campaign, Digital, Strategy)
- [Hufvudstaden / Vasakronan – Fredstan](https://milk.se/case/fredstan/) (Concept & campaign, Digital, Graphic Identity)
- [D Office Arkitekter – "Vi ritar för livet"](https://milk.se/case/d-office-arkitekter/) (Digital, Graphic Identity)

Source: https://milk.se/case/kv-victoria/