With online shopping becoming the norm, brick-and-mortar stores need to deliver more than just goods. They must be immersive, beautifully designed retail experiences that entice visitors to leave their apps and walk through their doors. A new generation of Norwegian concept stores is busy creating new experiences and changing the way people think about retail. Discover the Oslo addresses that matter, with the designers, decor and accessories to die for, as we offer up an insider’s guide to the hottest concept stores in the Norwegian capital.
Carefully curating art, design and culture is Sorgenfri, a brand-new multi-level shop space and concept gallery in Oslo. The space regularly features new artists who will fit into a Scandinavian and sustainable context as it strives to establish itself as a significant art and design destination. The hybrid concept, which was established by Ingrid Bredholt and Vaar Bothner, two young professionals who made their names in the fashion industry as models and designers, respectively, offers forward-thinking customers an innovative and daring retail experience. The co-founders’ esoteric design approach aims to improve the connection between their surroundings and their dreams, and it coexists with accepting commissions to carry out the same tasks for clients in a related capacity known as studio S16. A café and wine bar are also found at Sorgenfri.
Photography courtesy of Sorgenfri
The sustainable designer brand Envelope 1976 is based in Oslo and was created by Celine Aagaard and Pia Nordskaug for the contemporary, quality-conscious woman. The brand worked closely with F5 Collective to design its first concept store, which debuted in 2020. The retail experience is a natural extension of the brand’s commitment to sustainability; the furniture was either borrowed or purchased used, and the racks were constructed from scrap materials. A key component of the design is the use of rocks, which are both functional and decorative.
Photography courtesy of Envelope 1976
Brothers Emil, Benjamin and Alexander Krystad Marthinsen are the owners of the small, independent company F5. The brothers’ small group of ardent employees curates what they consider to be the most exciting, beautiful and high-quality companies, designers, and products available at any given time. F5 carries a variety of lifestyle products as well, including books, magazines, natural hair and skin care products, furniture and art. In 2022, it also opened its own café, Kuro. In addition to operating the F5 concept store, the brothers also own F5 Magazine, F5 Collective and F5 Agency.
Photography courtesy of F5
YME Universe is housed in a stunning and historic 1844 building at Karl Johans Gate 39, which is situated between the Royal Palace and the Parliament. A curated universe of fashion, art, interior design, and architecture, YME Universe is inspired by stores like Colette in Paris, Corso Como in Milan and Dover Street Market in London. There is an art gallery, a bookstore, a café and a future roof garden in the store’s interior design by YME Studios and Snøhetta. Alongside the merchandise, art exhibitions, signings, launches, in-store appearances, and fashionable events are frequently held.
Photography courtesy of Snøhetta
The hip Norwegian fashion brand Holzweiler’s concept, Holzweiler Platz, is much more than just a store. In this fluid environment, fashion can be enjoyed with the sound of clinking cutlery and tableware. Holzweiler Platz is a prime example of how a successful retail environment today revolves around the idea of a multi-functional space – part-boutique, part-café, and hang-out zone – where customers can socialise and pass the time without feeling rushed. Designed by local firm Snøhetta, it is situated at the newly developed waterfront and neighbourhood of Oslobukta.
Read the full article on Holzweiler Platz.
Photography courtesy of Snøhetta
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