Shopping online has fundamentally changed how we shop and plan our lives. It’s not surprising, considering the scale and speed of this transformation, that people have talked about physical stores disappearing from our lives altogether. The reality, of course, is more nuanced–and it’s becoming increasingly clear why. Visiting a store is, and will remain, essential to retail. If done right, the store will emphasize their purpose, the physical experience can become their brand’s key differentiator.
THE SOCIAL ASPECT
The in-store cafe concept is not a new idea, but the latest eateries to pop up are in hip cafés with conscious food options to match. Swedish fashion group H&M knows all about this. The latest addition to their palette of brands and cafés are It’s pleat, an in in-store café located in some of the London and Stockholm based H&M’s. The interior and the menu is described as “instagrammable” by reviewers, and the food is healthy, locally grown and affordable. All very suitable for building brand in social medias.
Not only do they position themselves as contemporary food wise, in the Stockholm café they arrange theme nights called “Come sit with us”. Events mainly targeted to young women (15-30) with informal talks from influencers, cook book writers and social entrepreneurs. A good example of being perceived as relevant and reaching out to the desired target group in a new way.
KNOW YOUR CUSTOMER
Shopping experiences continue to evolve, sometimes very rapidly, and retailers must meet the challenge of the new environment by knowing their customers really well. One brand that has a high customer awareness is Axel Arigato. The label, which began as an online-only couture sneaker label, has now five brick and mortar stores in Europe. When opening the flagship store in Copenhagen, the reviews were extraordinary. Designed by Halleroed and Max Svärdh, the store is perceived more as a contemporary art exhibition than a shoe shop.
“The store is created for the people in our community, rather than bringing sales. This is the future of retail,” says co-founder and CEO Albin Johansson of the space, which will also play host to special projects and weekly events. “Our mission has always been to work without boundaries and bridge fashion, art, commerce and community.”
CREATING THE ”HYGGE”
The sense of belonging and cosiness, is neatly summed up in the Danish word "hygge". It is a word descibing comfortable conviviality, and an undemanding way of socialize. Both H&M and Axel Arigato has listened to their customers, and adapted their venues after the target group they are adressing, both with related content and the perception of the store.
The trend for other woke brands today is primarily to build a community, rather than to sell a product. The product today, is the community itself. Big brands such as Apple and Nike, has for a long period positioned themselves as a community with core values and followers, not USP’s and customers. But how will you get there? Start by using the most valuable asset of all, the staff.
- Personal contact when shopping is immensely important today, says Paul Esplana, concept developer at Fagerhults Belysning AB. We need to feel that it is not about screens, and that we are getting something more than just a purchase. One of our basic needs as humans is confirmation and being seen, and that is where the staff in the physical store is a huge asset. Humans also have the feeling that we need to belong. Being a part of a movement, or a community, is something that speaks to us.
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The inspiration behind Nobel Week Lights: ”Light, art and technology intertwined.”
Nobel Week Lights has quickly become a beloved public celebration. During Nobel Week, Stockholm residents flock outdoors to marvel at the spectacular light installations, where contemporary lighting technology meets artistic expression. ”We aim to create a moment of gathering: around light and around something meaningful”, says Lara Szabo Greisman. Nobel Week Lights is a light festival that illuminates Stockholm during the darkest time of the year – a free cultural experience for everyone. Presented by the Nobel Prize Museum, the festival invites international and local artists, designers and students to create light artworks inspired by the Nobel Prize. The installations shed new light on the scientific discoveries, literature and peace efforts of Nobel laureates while offering a fresh perspective on the city. Fagerhult is Principal Partner of Nobel Week Lights 2024, and this year’s edition features 16 different light installations across Stockholm. The artworks can be experienced from 7–15 December, including ”The Wave”, a light installation by the art collective Vertigo, located in front of the Parliament House where visitors can walk right through the luminous wave. The Wave by Vertigo ”Light and art and creativity is incredibly intertwined because these are technologies that are constantly evolving. So part of the fun working with the artists is that they are constantly testing new technologies. And we see these incredible visual results which are based on just pure innovation”, says Lara Szabo Greisman, co-founder and producer of Nobel Week Lights. Lara Lara Szabo Greisman and Leading Lights by Les Ateliers BK The significance of light as a collective force, its ability to encapsulate life and death, joy and sorrow – indeed, the very essence of what it means to be human – makes lighting a powerful medium of artistic expression, she argues: ”The dream for the festival is that this becomes a personal experience for each and every member of the audience. A moment that they remember and cherish . A moment that they think about later and bring forward as their story of connecting with the city.”
Reversed Mentoring 2024 –“All leadership is about people”
Over the past six months, sixteen leaders from companies around Jönköping have each had a mentor via the Reverse Mentorship program. What makes it »reverse« is that the mentors are younger and at the beginning of their professional careers, while the mentees are more senior. Kristoffer Emanuelsson, production manager at Fagerhult, and Maria Liljeqvist, unit manager within home care in Jönköping municipality, are one of the mentor duos. Hello Maria and Kristoffer! Reverse Mentoring has come to an end. What have you focused on during your teamwork? Kristoffer: “We didn’t have any specific goals from the start, but we have reflected and talked a lot, and Maria has come up with input on what I can focus on in my everyday life.” Maria: “I think we have had a clear theme, where we started from Kristoffer’s thoughts and questions and reflected on them.” Kristoffer, was there anything you wanted to highlight – and now can take you to your everyday work life? “I wanted to focus on how I can engage colleagues, and we had several discussions about feedback. It’s easy to get stuck in the classic ‘Good job!’, but instead let a little more developing communication come across, and I want to get better at that towards my colleagues.” Maria chips in: “I told Kristoffer; you don’t get to say ‘Good job!’ unless you also elaborate on what they did well. It’s so easy to get stuck there.” reversed mentorship Changing old habits and established patterns can be a challenge, how did you like stepping outside the comfort zone? Kristoffer: “When applying, I decided to give this a real chance. Otherwise, there’s no point! It is important to note that the results largely depend on one’s attitude. That you want to and dare to be a little uncomfortable. We’ve had good discussions and, at the same time, a lot of fun, and that’s vital.” Maria: “Kristoffer was brave and dared to test the ideas and methods we discussed. It has kept us moving forward.” Maria, did you learn anything that you take with you – beyond your role as a mentor? Maria: “Yes, absolutely! Even though we work in very different environments, leadership is always about people, individuals, and how we lead them. That is a valuable insight. Also, we’ve had fun, and Kristoffer strengthened me in my role as a leader. Having a senior leader who listens, embraces and tries my ideas and thoughts about leadership was great.” You work in widely different industries, have various levels of leadership experience, and are new acquaintances to each other. What are your takeaways from that? Maria: “We are quite different as individuals, and it was interesting to reflect on that in different scenarios and how it affects leadership. We have learned a lot from each other.” Kristoffer: “I think it is important to be open about one’s shortcomings, and at the same time embrace new ways of thought. And maybe put any differences about how long you’ve been a leader or age aside – and focus on the conversation. Maria has asked some tougher questions where I felt somewhat uncomfortable, but it has made me question old habits and why I do things a certain way. She has done that very well.” Kristoffer, from your perspective as a mentee – how do you view Reverse Mentorship? “Initially, it felt a little uncomfortable, but I recommend taking the chance to apply. Having a mentor was interesting, and reverse mentorship is very rewarding. Reflecting with someone without a connection to my everyday life opens other thoughts and questions. We will stay in touch.”