Subway Takeover

A blend of athletic energy and retail innovation, the Boozt x Under Armour Stockholm subway takeover was all about creating something bold and immersive. As part of the design team, I helped bring this massive print campaign to life, transforming everyday transit spaces into a dynamic, high-impact brand experience.

Driven by the need for maximum visibility, the project was designed to be striking yet cohesive across an incredible scale. Our team merged Boozt's premium aesthetic with Under Armour’s motion-driven identity, creating a seamless visual journey for Stockholm's commuters.

Designing for Movement

Executing a full station Out of Home (OOH) takeover required deep collaboration and strategic planning. We meticulously adapted every asset placement to match the commuter's journey—prioritizing readability from a distance, impact in high-traffic zones, and visual rhythm across diverse physical formats.

"Great Out of Home design doesn't just occupy space; it transforms the environment for the people moving through it."

Translating digital brand identities into large-scale print meant focusing heavily on technical precision. Working closely with the team on color calibration and resolution scaling was vital to ensuring that the final, massive installation felt premium and perfectly aligned with both brands.

The Impact

Bringing this collaboration to life transformed everyday transit routes into an immersive brand story, creating an undeniable city-wide presence.

  • Massive public visibility – Turned high-traffic hubs into unmissable brand touchpoints.

  • Strong brand synergy – Seamlessly blended Boozt’s retail authority with Under Armour’s athletic edge.

  • Immersive spatial scale – Utilized varied print placements to create a rhythmic narrative across the station.

  • High campaign recall – Captured commuter attention repeatedly throughout their daily routines.

This project wasn’t just a collection of advertisements—it was a true team effort that sparked energy in an unexpected environment. By designing for scale and movement, we successfully created a physical footprint that forged a meaningful bond with a city on the move.