Where opportunities begin


Our main challenge was to create a vibrant hotel that protects both the building and the rich history of our emigrants, while at the same time offering a modern, tailored travel experience in a new boutique hotel. Over the years, the area around the hotel has evolved into a quite hectic but still attractive area in the city centre. Our goal is to contribute to this by creating a vibrant, warm and cultural melting pot as the very first place you lay eyes on when entering the city by train.


By diving into ‘The American Letters’ (letters our forefathers sent from America to their loved ones back home) and the many reasons why people left Norway, we found that America was called the ‘land of opportunities’. The emigration to America is a large part of Norwegian (and European) history. Our goal is to capture the best parts of the cultural heritage from our Norwegian American forefathers, at the hotel and in the identity. A bit of Norway and a bit of America. 

In the process we found new, interesting research done by forskningsrå, telling us that since that time, the table has turned. People are now looking to Norway as the land of opportunities, and people are travelling from all over the world to explore what we have to offer.

Instead of seeing it as a competition, we see it as an opportunity to make this new hotel into the very starting point for what Oslo has to offer travellers of our time, in the same way America did one hundred years ago. Our concept is to capture the feeling of exploration and staying in constant movement, and how travellers of our time see journeys as a privilege that make our lives richer.

Travelling and navigating by compass used to be the way of finding the right direction in the olden days. To reference this travelling concept in the new identity for the hotel, we use the logo for Amerikalinjen as our compass. By using the gyroscope technology which is found in almost every smartphone, we programmed the logo to show you the way to our hotel, wherever you are in the world.

By visiting the website on your phone, you can see which direction you are going to travel, and the logo will always lead you to us.

Try it yourself, it’s great fun. (  


This technology gives us endless possibilities to play with; we can program it to show you the way to hidden gems in the city, events, or other exciting parts of Oslo. 

The visual identity is designed to feel timeless and contemporary at the same time. Some of the layouts are inspired by printed cards, letters and telegrams from the boats. With colours inspired by the building and the flags of Norway and America, we created a flexible palette for any use.

Sneak peek! There will be 122 meticulously designed rooms, a delightful brasserie, a casual club and bar, a gym and a homely café. If that’s not enough, an all-season, lush green garden will give you essential time for contemplation. Work by and the team at Amerikalinjen.

Stay tuned and visit @amerikalinjen on Instagram and our website to follow the journey to the opening in 2019!