Score
Reducing Perkins Park to just PARK
The transformation of Perkins Park into PARK represents a strategic rebranding that aligns the venue with contemporary nightlife trends, focusing on house and electronic music for a younger, international audience. This new identity, developed by Hochburg Design, emphasizes a flexible visual system that adapts to various events and artists, ensuring the brand remains dynamic and relevant.
Mindsparkle: Behind the scenes Hochburg Design DATE September 10, 2026 EDITOR Mindsparkle Mag PARK changes the beat of Stuttgart nightlife with a new identity by Hochburg Since 1980, Perkins Park has been part of Stuttgart’s nightlife. In 2026 it becomes PARK — and, more than a rebrand, the new identity marks a fundamental shift in the club itself. House and electronic music move to the centre of the programme, international bookings gain greater prominence, and the club is being reimagined for a younger, more international audience.Stuttgart studio Hochburg built the brand identity around the reduction from Perkins Park to PARK.
P, A, R and K were compressed into a distinctive silhouette that sits between wordmark and symbol. Built on a tight grid and stripped of traditional typographic information, the mark is designed to be decoded once and recognised thereafter.The open, linear construction extends into motion, where the mark can fragment, expand and react to sound across the club’s LED surfaces.
Black, white and technical greys provide a neutral foundation, while changing colours, artist imagery and visual worlds are absorbed through a flexible system of grids, typography and graphic elements.Rather than defining one fixed look, the identity creates a recognisable framework that can continuously change with PARK’s programme, artists and nights. Unlock all insights with Plus Unlock everything with Mindsparkle Mag Plus.
Get exclusive access to Premium features: Behind the Scene Project Insights Early Concepts Working files Font & Color Details Key Learnings Submission form Bookmark & Collect Community access Support the Mag Mindsparkle Plus Yearly Insights €5/ month Save -25% billed yearly Mindsparkle Plus Quarterly Insights €7/ month billed quarterly Sign up to Plus
The rebranding of Perkins Park to PARK is significant for the brand/design industry as it showcases a strategic shift in venue identity to attract a younger audience, which is relevant for brand strategy professionals looking to adapt to changing market trends.