4010 – Die Marke in Bewegung / Corporate identity

4010 is the new Deutsche Telekom concept store in Central Berlin. The name comes from the RAL color code for Telekom’s magenta brand color. The idea: A shop identity that never looks the same – for an audience that never acts the same. The solution: An ongoing typographic interpretation of the numbers 4010, permanent change is the only constant. International artists and designers were commissioned to contribute their interpretation to a constantly growing media loop. The result is sharpening up Telekom’s brand image from within the target group itself: “Life’s for Sharing.”