Swedish stationery brand and pen specialist Pen Store has unveiled a new, community-centric flagship in Stockholm’s hip Södermalm district that doubles as a creative hub for local artists and designers.
Designed by Swedish design agency Form Us With Love, the space boasts a clean minimal aesthetic with walls, flooring and furniture drenched in light grey (immersing every inch of the space, from shelving units to lamps) – providing a stark visual backdrop to the multicoloured products on display.
Long tables positioned in the centre of the store set the scene for collaboration – actively encouraging likeminded consumers to congregate, share ideas and test out the store’s vast collection of pens.
To celebrate the opening of Pen Store, the brand invited local artists (including Swedish illustrators Amelie Hegardt and Clara Aldén) to create artwork with its sketching, drawing and writing materials, which is now on display in-store.
For more on brands acknowledging changing working habits and a general shift towards an appreciation of hybridised, multipurpose retail environments, see Commuter Commerce in the Roaming Retail Industry Trend, and Hybrid Retailing in our Future of the Store Industry Trend. Also look out for the report Hybrid Lifestyle Destinations, publishing in January 2015.