Lobby Case — Artem Koleganov. Art direction & design

Lobby space

Task:Lobby is a bar in Berlin’s Neukölln district that needed a distinct visual identity—simple, yet memorable and full of character. The goal was to create a design language that reflects the space, the atmosphere, and the unique experience of the bar.

Solution:
Modular logo was built from geometric forms that spell out the word “Lobby.” Its structure reflects the bar’s open, democratic spirit — minimalistic, yet full of presence. A recurring semicircle within the logo subtly echoes the soft, rounded shapes found in the interior, creating a quiet visual rhythm that ties the identity to the space without being literal.

The menu was designed in Figma using Autolayout and components, allowing the client to easily update item lists, prices, and compositions without external assistance. This flexible system made day-to-day updates fast, intuitive, and consistent with the overall visual identity.

The overall style balances clarity and distortion. Typography is clean and minimal, but in select applications, we introduced subtle visual shifts—stretching, warping, and blurring. These visual distortions echo the way the world subtly shifts in intimate, late-night spaces — layered, fluid, and just a little surreal.

For the photography and overall tone, we took inspiration from Franz Gertsch’s Barbara und Gaby and the raw, emotional aesthetic of Juergen Teller. The result is a blend of painterly stillness and lived-in imperfection that feels both intimate and vivid.

As part of an experimental approach, much of the visual material was created using AI tools. This allowed us to explore mood, texture, and composition in a more fluid, fast-moving process—blurring the line between photography and visual imagination.

Result:

Lobby’s visual identity plays with contrast: while the logo itself is restrained and modular, the broader communication is bold, expressive, and full of character. This mirrors the spirit of the bar itself — unassuming on the outside, but vibrant, elegant, and full of personality once you step inside.

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