When the Gothenburg Opera set up the rock musical Hair, they wanted the identity to reflect the rebellian spirit of the show. The director, Rikard Bergqvist, created a version of the musical which is wild, colorful and takes place in a modern society. The stage was filled with young talents, singing and dancing, a witty dialogue and lots of visual effects and graffiti. In the opening scene of the show a group of young people break into a sterile shopping mall and reclaim it with their music and graffiti. This symbolic act became our inspiration for the identity. The leading characters were photographed, and then the Swedish graffiti artist Gouge was asked to write and paint on the portraits. Titles of the musical’s most famous songs can be found among the tags.