TB Gruppen, A new chapter for an Art Nouveau landmark

Set within one of Gothenburg’s historic Art Nouveau buildings, Berzelii Linea is a residential project shaped by a rare combination of architectural heritage and contemporary ambition. With architecture developed in collaboration with the internationally renowned Snøhetta, Grand Public was brought in to create a brand that could match the vision and significance of the transformation and position the project beyond conventional luxury real estate.

The challenge was to honour the character and craftsmanship of the original architecture while expressing a distinctly contemporary point of view, creating a world that feels rooted in its history, yet made for a new generation of living.

We created Berzelii Linea as a complete brand experience, built around the dialogue between past and present. From strategy and naming to visual identity, art direction and digital experience, every element was designed to reflect the precision, permanence and considered character of the project.

The identity takes cues from the building’s architectural heritage without becoming nostalgic, balancing classical references with a contemporary editorial sensibility. The website extends this world beyond the residences themselves, combining storytelling, architecture, materials and history. Together, the brand positions Berzelii Linea not simply as a collection of homes, but as the next chapter of a remarkable building.