Every great project starts with a story. For us, SĀGA was exactly that — a story waiting to be told. Nestled between a forest, a meadow, and a pond on the edge of Riga, SĀGA wasn’t just another shopping center. It was a destination designed for families — active, optimistic, and curious — who value not just shopping, but meaningful experiences.
Our approach began with deep market research to understand the real needs of SĀGA’s core audience: families visiting IKEA, looking for convenience, variety, and a comfortable, leisurely environment. That insight shaped every decision.
The name SĀGA was inspired by our shared love for stories — the ones we tell, live, and pass on. At SĀGA, every visit becomes a chapter in your own personal tale.
We designed a friendly visual world, brought to life by a playful family of animal mascots — each representing a product category, making it easier and more fun for kids (and adults) to explore. The entrances? Inspired by nature itself: Forest Gate, Flower Gate, and Water Gate, guiding visitors in with a sense of calm and orientation.
From strategy and naming to signage design, website, social media, and a heartwarming launch campaign — we didn’t just build a brand, we created a place where stories begin.
