AGENCY • Hochburg Gmbh & Co. KG

PARK

A curated visual identity showcase and design retrospective for PARK.

About

How a Stuttgart Nightlife Institution was reimagined for its next generation

Since 1980, Perkins Park has been part of Stuttgart’s nightlife. In 2026, it becomes PARK. House and techno move to the centre of the programme, international bookings gain greater prominence, and the club itself is being reconfigured for larger-scale nights and a new audience. A familiar institution is entering a different chapter.

The project continues a long-standing collaboration between Hochburg and club operator Denis Gugac. This time, the challenge was a place with more than four decades of cultural memory attached to its name. The intention was not to erase that history, but neither was it to design from nostalgia.

From the earliest conversations, it became clear that a careful refresh would fall short. The shift in programming, audience and physical space called for an identity capable of making that change visible. Rather than creating a more contemporary version of Perkins Park, the aim was to give PARK a distinct visual language of its own.

The reference point therefore extended beyond Stuttgart. Together with the team, Hochburg looked at international clubs and the visual cultures surrounding house, techno, fashion and contemporary nightlife – environments in which identity is often built through signs, repetition and shared codes rather than conventional brand signatures.

The reduction from Perkins Park to PARK became the starting point for the identity itself. Four letters were compressed, combined and pushed towards a new silhouette. Instead of treating PARK as a conventional wordmark, the design explores the point at which language begins to behave like an image.

The resulting mark sits between typography and symbol. P, A, R and K remain embedded within its construction, sharing forms, lines and negative space while receding behind the overall shape. At times the name is read; at others, the sign is recognised first. The identity deliberately shifts the relationship between reading and recognition.

The same principle extends throughout the wider system.

Black, grey and white form a restrained foundation, interrupted by sharp peaks of pink, blue, red, green and violet. Large-scale typography is paired with a more technical secondary typeface, while hard crops and structured grids meet imagery drawn from the energy of the night: artists, bodies, crowds, trails of light, proximity, blur and movement. Individual frames from something still unfolding.

Fine grids, lines and interface elements introduce another layer, referencing timelines, players and DJ equipment. An underlying structure organises artist communication, monthly programmes, social assets and event graphics while leaving enough freedom for each application to behave differently.

The PARK mark is not treated solely as a signature. It becomes graphic material in its own right: enlarged, cropped, shifted, repeated, fragmented or expanded until it becomes the composition itself.

This expressive layer is balanced by a deliberately clear information system. Artist names, dates, line-ups and event information remain direct and legible, allowing symbol and typography to perform different roles within the identity: one creates recognition, the other provides orientation.

Across different applications, the mark continually changes scale, material and behaviour. It can sit quietly on an artist asset, dominate an entire composition, become a metallic object, appear on the body or dissolve into a digital structure. On the club’s LED screens, it moves beyond static identity altogether, fragmenting through light, movement and sound.

PARK is therefore not simply a new name with a new visual appearance attached to it. It is a visual language for the club’s next phase – more condensed, distinctive and international in outlook, while remaining open enough to evolve with the place itself.

The history of the club remains in the room.
The identity looks to the next night.

Credits

Fonts
Arame by Dimitre Lima
Futurist by Fuego Fonts

Client
PARK, Denis Gugac

Design Studio
Hochburg

Creative Direction
Florian Boyd

Art Direction
Benjamin Hanus

Design
Andreas Welter

Motion Design
Nadine Klump, Florian Boyd

3D / CGI
Nadine Klump, Florian Boyd

AI Imagery / AI Art Direction
Florian Boyd

Video
Marcel Hanke, Hanke Brothers

Project Management
Slata Schmutzer

Location
Stuttgart, Germany

Year
2026

Collaborators

Client Hochburg Gmbh & Co. KG

With Hochburg Gmbh & Co. KG

Agency Hochburg Gmbh & Co. KG

Discipline branding, webDesign, motion, development, brand-strategy, design-systems, motion-design

Year 2026

Project Links

@hochburg.design ↗

Illustrator .AI Vector Verified

VERIFIED ARCHIVE