Postbyen: A New Urban District in the Heart of Copenhagen
The Postbyen design concept is born out of the contrasts between the area’s significant round shapes – towers and fountains – and the otherwise tall, slender building profiles. The brand identity is expressed throughout the site, from pylons to environmental graphics, considering the very different architectural spaces of the parking garage and the urban space.
The solution facilitates only the essential destinations in vehicular navigation – you are encouraged to park your car anywhere available. Upon exiting your car, you are guided to the nearest staircase or elevator which leads to the urban space. Only when you are in the urban space, you are guided to your destination. This meant that all staircases and elevators from the parking to the urban space were activated by incorporating shapes and colors based on the brand identity, making them very visible and even more inviting.
The Challenge
The Postbyen design concept is born out of the contrasts between the area’s significant round shapes – towers and fountains – and the otherwise tall, slender building profiles. The brand identity is expressed throughout the site, from pylons to environmental graphics, considering the very different architectural spaces of the parking garage and the urban space.
Project Vision
The vision for the wayfinding in Postbyen is to create a seamless, intuitive, and human-centered navigation experience that reflects the identity and complexity of the urban district. As a mixed-use development combining offices, residences, hospitality, retail, and public spaces, the wayfinding system must unify diverse functions while enhancing accessibility and inclusivity for all users. The approach integrates physical and visual cues, clear hierarchy, and legible typography to support intuitive movement—both for daily users and first-time visitors. Rooted in the architectural and landscape context, the wayfinding design aims to reinforce Postbyen’s identity as a vibrant, welcoming, and connected city space.
Postbyen brand identity.
Rasmus Hetoft Stilling Krogh and Urgent.Agency
Postbyen parking entrance.
Rasmus Hetoft Stilling Krogh and Urgent.Agency
Design + Execution
The wayfinding system for Postbyen was designed through a collaborative and interdisciplinary process that closely aligned with the district’s architectural vision, urban flow, and user needs. Drawing on site analyses, user journeys, and stakeholder engagement, the design team developed a comprehensive signage strategy that balanced functionality with aesthetics. Materials, typography, and iconography were carefully selected to resonate with the area’s raw, urban character while ensuring durability and accessibility. The execution phase involved close coordination with architects, landscape designers, and contractors to integrate signage into the built environment with minimal visual disruption—resulting in a coherent, legible, and future-proof wayfinding system that enhances orientation and enriches the urban experience.
Postbyen parking garage environmental graphics.
Rasmus Hetoft Stilling Krogh and Urgent.Agency
Postbyen parking garage environmental graphics.
Rasmus Hetoft Stilling Krogh and Urgent.Agency
Postbyen urban branding and wayfinding.
Rasmus Hetoft Stilling Krogh and Urgent.Agency
Project Details
Design Team
Stefan Mylleager (wayfinding designer)
Rose Marie Zeynoun (wayfinding designer)
Michaela Pihl Olsen (project lead)
Mads Quistgaard (creative director)
Morten Nielsen (project manager)
Collaborators
Lundgaard & Tranberg, Vilhelm Lauritzen Arkitekter og Cobe. (architecture)
DanSign (fabrication)
Photo Credits
Rasmus Hetoft Stilling Krogh
Urgent.Agency
Open Date
August 2025