Castellum wins Glaspriset 2024 for Sjustjärnan

Congratulation to Castellum for winning Glaspriset for the project Sjustjärnan in Malmö. ⭐️

Glaspriset and Glaspärlan are instituted to recognise projects where the use of glass has contributed to the fulfilment of architectural, functional, innovative, and sustainable qualities. It can be anything from an entire office building in glass to a technically advanced glass detail using the criteria of architecture, function, innovation, and sustainability.

Architecture with an impressive ambition

Castellum’s vision was clear from the beginning: to create a sustainable and energy-efficient project that inspires sustainable solutions. E.ON has gathered all employees in Sjustjärnan which is one of Castellum’s biggest projects ever and a starting point for a completely new district, Nyhamnen in Malmö. The overall ambition has been to promote team spirit, cooperation, and health for the staff by offering daylight-lit, airy, and beautiful office premises. A significant and early choice was the double-shell facade with visible wood. Not only is it beautiful to look at, but it also keeps the temperature comfortable indoors, especially when the sun is shining brightly. This means less need for heating on cold days and creates bright, pleasant indoor environments. E.ON’s new head office is characterised by both social sustainability and architectural qualities, as well as comfort.

Marketing & communication package for Sjustjärnan

Adentity had the opportunity to work with Castellum’s project team on the development of a marketing and communication package for Sjustjärnan, including a 7stjärnan logotype, drone film, posters, and branded kick-off material that created engagement for the building teams.


In line with Castellum’s vision, the logo was a sculptural-style outline of the building, embracing modern architecture while keeping people and sustainability at the centre. Through a bird’s-eye view from a drone, we successfully visualised not only Castellum’s building projects but also how Nyhamnen is developing and how Malmö will look in the future. And through the “Coffee Break” concept, we created mini-expos that created attention and informed about the exciting projects that set a new benchmark for developing urban environments.

The logotype, taglines, giveaways, and events all aided in building excitement, engagement, and commitment from all participants collaborating on the project. It added to creating team spirit through branded communication.

Read more about the Social event, Logotype and Drone film

Gen Z – digital natives embodied as unique snowflakes?

Meet Gen Z – the upcoming generation! Following the game-changing Millennials, Gen Z is a generation that is becoming increasingly important when it comes to consumer behaviour, marketing, and communication. At Adentity, we have looked into this generation, the most diverse ever,  to outline some of its characteristics. So, let’s get to know them better.

Generation Z, or the ”Zoomers,” was born between 1995(7) and 2012. They are the first generation to have grown up in a completely digital world, which has shaped them in many ways. For example, you have their attention for the whole 8 seconds, and they usually juggle five devices simultaneously. No doubt, they are more connected and tech-savvy than any previous generation.

This generation, together with Millennials, has sometimes gotten the epithet “snowflake generation”, derived from the notion of them being seen as somewhat fragile and easily offended, but with a feeling that there is no one else like you.

They are the children of Generation X and are, to some extent, shaped by the same volatile societal environment. Gen X had to deal with the Cold War, the fall of the Berlin Wall, the oil crisis, Watergate, and stock exchange crashes. Gen Z was formed by the financial crisis, a pandemic that closed everything worldwide, the climate crisis, and being part of a new, somewhat unknown digital era. This has created the same scepticism, with a positive touch, as their parents.

With a combination of dynamic visuals, vibrant colours, and an upbeat soundtrack the video is specifically customized to align with Gen Z preferences, making the video both visually and audibly appealing. And with the 8 second focus in fresh memory at least they will see half of it before they turn to another media.

Gen Z values education very highly and prefers gaming and being at home with family and close friends before partying. Health and training are essential, and they are careful with money and sceptical of any loan, with a lessened need for owning things. They value diversity highly, need clear goals, and know what to expect before entering any commitment, be it a new job, a trust assignment, or an activity. Gen Z are individuals that are including with a focus on ethical and moral values as well as a strong feeling for safety and control. This also conveys a deeper interest in research and being source-critical.

As consumers, they trust influencers in everything, from health coaching and make-up tips to what skincare brand to buy (or not to buy) and restaurant to visit. Therefore, marketing to this generation must be genuine, transparent, and authentic to entice them to purchase. They like quality and unique products and prefer to shop in brick-and-mortar stores with fun happenings rather than online. And although they care about the planet and products being ethically produced, they still have a love for fast fashion.

So, are Gen Z digital natives embodied as unique snowflakes? Digital – definitely; snowflakes – more questionable. Gen Z is shaping up to be an adaptable generation that spends time with their family and close friends, is careful with money, includes everyone, and has strong ethical and moral values, especially when it comes to marketing and consumption. They take nothing for granted and impose a sceptical yet positive view of their own future. A generation that will shape the world of tomorrow.