Hochburg designs the identity for PARK, the renamed Stuttgart club

Perkins Park has been part of Stuttgart’s nightlife since 1980. In 2026, it took a new name, PARK, along with a programme led by house and techno, more international bookings and a club reconfigured for larger-scale nights and a new audience. Local design studio Hochburg, in a long-standing collaboration with club operator Denis Gugac, was commissioned to create the new identity. The musical direction and the ambition to book more international artists were settled long before any design work started. “When I took over the club, it was clear that a new logo alone wouldn’t be enough,” Gugac tells us. “I want it to look big. I know we are in Stuttgart, but I wanted to create something that could just as easily exist and be celebrated in Barcelona or Ibiza.” From that brief, the scope grew to cover artist communication, social media, motion and the LED screens inside the club. “What people see before an event should feel like the same world they enter when they walk into PARK,” he adds. “The programme is diverse and will continue to evolve, so the identity needed to evolve with it rather than define one fixed visual style,” Gugac explains. Hochburg looked outside Stuttgart for its reference points, at international clubs and at the visual cultures around house, techno, fashion and contemporary nightlife.