Alexis Weak - Putting Gullmarsplan on the map

For the debut release Välkommen till Gullmarsplan (Welcome to Gullmarsplan) by rapper Alexis we wanted to focus on the relationship between music and geography. Gullmarsplan is a overlooked suburban area of Stockholm where Alexis lives and he constantly refers to in his lyrics. We printed road signs that simply said “Gullmarsplan 5 km”, “Gullmarsplan 3 km” and “Gullmarsplan 1 km” and posted them all over inner city Stockholm as if Gullmarsplan was the most important part of the city.  Gullmarsplan itself was plastered with posters of the cover art from the mixtape. Our intention with the campaign was to give Gullmarsplan new attention plus a new mythic aura and in that way promote Alexis. By associating the trademark Alexis Weak so closely with a geographical area you can’t help associating to Alexis Weak when hearing of or passing Gullmarsplan.