27. August 2019 | Gallery, inside stories, Shop Fitting, Store Design & Visual Merchandising, Shopping Today

Fresh store concepts in the capital city of Sweden

Cinnamon snails and Gamla Stan, the Royal Castle, the Vasa Museum and the water – Stockholm is always worth a visit. Our EuroShop ambassadors Elke Moebius, Global Head of Retail / Retail Technology, Messe Düsseldorf GmbH, and Ulrich Spaan, Member of the Management Board, EHI Retail Institute, thought the same. However, they were not on site for sightseeing but for a press event in reference to EuroShop 2020. Nevertheless, it was impossible for the two retail experts to leave this future-oriented city without first discovering new stores and store concepts. They received hot tips from Michèle Faber, Messe Düsseldorf’s foreign representative in Sweden.

the lobby – beyond shopping

Elke Moebius und Ulrich Spaan nehmen Göran Swärdh in die Mitte. Er ist Concept Manager und Business Developer bei AMF Fastigheter, dem Mutterunternehmen von „the lobby“ (© Team EuroShop)

Elke Moebius (left) and Ulrich Spaan (right) with Göran Swärdh. He is Concept Manager and Business Developer at AMF Fastigheter, the parent company of„the lobby“

“the lobby” is more than a clothing store. Event-oriented marketing and brand presentation is combined with digital presence. In addition to clothing from various Swedish and international brands at the ground level, there is a coffee bar on the upper floor. The entire store also serves as an event location. The concept behind it? “the lobby” was created as a test platform to meet the challenges of the retail trade. Growing e-commerce is changing the competitive conditions for the physical business. The entire industry must find ways to rethink and take advantage of the opportunities offered by digitisation. In concrete terms this means for the store: “the lobby” is a place that is constantly changing. Contracts with the brands in the store are concluded for a short period of time. Like a lifestyle magazine, the content is constantly changed so that customers find a new product world and new brands and retailers every time they visit the store.

the lobby, Regeringsgatan 61, Stockholm, https://www.thelobbystockholm.se/

New store concept: H&M focuses on a feel-good atmosphere

Stockholm is the hometown of the Swedish fashion chain and therefore the perfect location for the presentation of the new store concept: Attractive Scandinavian design with high-quality wooden flooring, wide corridors and a friendly decoration with green plants, a smaller assortment but a great product presentation by colour groups, spacious changing rooms and a café in the store. Here, there is little reminiscent of the usual H&M stores, rather one might think one is standing in a high-priced clothing store. The pilot store in Stockholm conveys a feel-good atmosphere and creates a completely new shopping experience. Our retail experts hope that the concept will also spread to Germany!

H&M, Karlaplan 13, Stockholm



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