If you’ve ever seen the shallow fog that often engulfs San Francisco and the iconic Golden Gate Bridge, you’ve already met Karl. The name Karl is a reference to the 2003 Tim Burton flick Big Fish. Karl was the giant in town that everyone was afraid of because they thought he would eat or kill them. Turns out, he was just hungry and lonely. In San Francisco, that giant is the fog.
Inspired by this movie, one San Franciscan made a twitter account for the Fog, and name it Karl. Karl is known for his quippy and hilarious tweets and his personification has caused a shift in the way that many people feel about the fog that blankets the city.
Coming soon to San Francisco Airport, Hello Karl! is the perfect balance of convenience, boutique, and San Francisco sense of place, offering locally sourced, handcrafted products and unique artisan gifts. Upon entering the store, passengers will be immersed in a moody yet modern and inviting environment, evocative of Karl the Fog. The unique store will feature a large overhead media screen showcasing breathtaking time-lapse videos of Karl the Fog enveloping the space and traveling down the back wall of the store. This dynamic media, paired with soft foggy graphics and a halo lit Hello Karl! logo, creates visual layers within the store — reinforcing the design concept and unique local offering. By creating an immersive environment inspired entirely by Karl and his witty banter, the personification and popularity of Karl will be sure to live on in the minds of both San Franciscans and travellers alike!
