Field Notes From Stockholm

Read to the end for order in a world of chaos.

ICYMI

Field Notes is a content series where we explore the luxury retail landscape in cities worldwide. They’re meant to be anecdotal; we’re sharing and observing what we see.

The idea is that we’ll take a neighbourhood or city with a strong luxury retail presence and dissect what we like about the retail establishments there.

PS – Check out our Fields Notes from Berlin, and London Part 2.

Got an idea? Let us know where we should visit next!

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From fashion to design, (lots of) Scandi’s have impeccable taste. Offering up some of the most desirable brands - from Acne Studios to Ganni - its designers have a proven eye for detail. Minimalist design sensibilities, timelessness and quality are fundamentals of the products from the region.

We had the pleasure of a guided tour around Stockholm by a local - Isabell from Centra made sure we b-lined straight to the best spots (and look out for part 2 coming soon).

Stockholm sits at the heart of Scandinavian retail and has established a reputation for being forward-thinking. The region is, more importantly, driving an industry-wide gold standard for transparency, upheld by a passionate desire to create a more sustainable future for fashion.

Through this less-is-more attitude, Stockholm has established itself as a hub for world-class design and thought leadership, resulting in a retail experience possessing a tranquil quality. Unlike some of the busier cities within the Field Notes series, Stockholm feels chaos-averse, emphasised by the clean, warmly lit spaces that its brands call home.

Despite the Europe-wide presence of Swedish fashion, it’s best enjoyed in the nation’s heart. To get an authentic taste of Scandinavian style, there’s no better city than Stockholm.

Nudie Jeans

Nudie Jeans has mastered cross-city retail synergy. Every retail space that you step into feels like a small part of something far bigger, without making you feel disconnected from the space you’re currently in.

The Stockholm store speaks to this by maintaining the tasteful, natural furnishings we’ve become accustomed to, utilising space effectively to let each product breathe. Denim, of course, makes up the large majority of its offering, and the neatly arranged pairs are stacked to highlight the full spectrum of washes and fits available, without feeling overwhelming.

Shying away from heavy, cold light, the wall of denim takes focus, drawing you in without the need for any obtuse visual marketing cues or displays.

GANNI

While remaining true to its Scandinavian design sensibilities, GANNI has built itself on a playful canvas – it’s bright, fun, and youthful.

This contrast presents itself within the store through the application of mixed materials; wood and metal are contrasted by draping blinds, lantern lighting, and colourful displays, which in turn weave the contrasting neutrals of highly saturated pops of colour together effortlessly.

Carefully curated rails of clothes break up the space by giving patterns and tones breathing room. While easy to overlook, this ensures that nothing clashes. It’s a delicate art that GANNI excels at, resulting in a store that almost feels like an exhibition space for the brand’s universe.

Axel Arigato

When it comes to pulling you from the street, into a store, few brands do it quite as masterfully as Axel Arigato. Where some achieve their allure through garish graphics and attention-grabbing screens, Axel Arigato taps into our curiosity with a simple formula; bright lighting and lots of glass.

This combination succeeds by bringing you towards the window, curious to see what’s inside. Strip lighting ensures that the store’s focal products are in clear view; almost spotlit, they’re tangible, and before you know it, you’re inside and handling the products to get a feel for their quality.

Every pair of shoes, piece of apparel, and accessories is given enough space to stand out, encouraging you to get a feel for all on offer. Without giving it much thought, you’ll take your time to draw an understanding of what the brand is all about. Thanks to the well-informed, friendly staff, you’ll leave with a deep appreciation.

Asket

The beauty of ASKET is its simplicity. It’s a brand that’s been crafted to make us shop more consciously, and its physical spaces reflect this through a minimalistic design approach.

So as not to distract from the quality of its products or the brand’s values, the interior is considerably more bare than your average retail space. There’s a distinct lack of colour, with beige, white, and grey tones running throughout the entirety of the space.

As a brand that boasts its cross-seasonal wearability, the decision to keep the store so stark makes perfect sense and allows you to immerse in its quality fully.

CDLP

There’s no missing CDLP – from the moment the store comes into view, you’re drawn in by the playful displays that fill the window. These attention-grabbing details continue once you step inside, with rows of yellow and pink books (containing underwear) filling the shelves.

Thanks to the juxtaposition of metal shelving and the eclectic pops of colour that feature throughout the store, there’s a distinctly theatrical feel that makes it feel alive. Where many of the other stores on this list stick to the point (the point being the product), CDLP feels like more of an experience.

Open a pair of wooden draws, for example, and you’ll find folded t-shirts. It’s a unique experience that, while at times extravagant, manages to feel homely.

Sandqvist

Barebones best describes Sandqvist’s retail presence. While that may lead to assume that the space is lacklustre, it’s quite the opposite.

Like many of the stores in Stockholm, Sandqvist is waste-adverse. Empty spaces aren’t filled for the sake of being full; instead, every corner utilised is done so thoughtfully. Instead of maximising the amount of products on offer, Sandqvist displays its full offering singularly. This allows you to find the exact product to fulfil your needs without scrambling through a horde.

The minimalistic use of wood, exposed concrete, and stark white walls pulls its baggage options into full focus, stripping the space of any distractions.

Acne Studios

Everything about Acne Studios oozes luxury. Thanks to its well-considered interior design and furnishings, stepping into the store feels like stepping back in time. That’s not to say it feels outdated; on the contrary, it feels richly contemporary, utilising pillars and rough-cut table tops to create a majestic aura.

This deeply thoughtful curation is reflected in the product offering, with the progressive arrangement of clothing encouraging you to build complementary looks. Colours and fabrications sit in perfect harmony, painting a picture of an Acne-filled wardrobe or one of its captivating runway shows.

By designing a neutral-coloured space, the product selection feels like an extension of the store itself – picking something off a rail feels like holding a piece of the furniture. Nothing in the store is there by mistake; everything has its place, creating an immersive shopping experience.

Hungry for more?

If you’re keen to get familiar with some of the best spaces that the global retail scene has to offer, you won’t want to miss out on any of our Field Notes. Subscribe to Commerce Thinking below to see which city we visit next.