When the Mall of Scandinavia opened its doors at the end of last year, its launch was celebrated with a very impressive fireworks display. This was an appropriate gesture to mark the arrival of the largest shopping mall in northern Europe, which is located just seven minutes by train from Stockholm city centre. The mall has quickly become a retail hub: it is home to more than 220 stores and restaurants, and showcases a wide range of Swedish and international brands, 14 of which are trading in Sweden for the first time.
Spanning more than 100,000 square metres over seven storeys, the mall has been cleverly designed to feel inviting and its designers and architects sought to create a space that would make shopping an enjoyable experience rather than a chore. They drew inspiration from the four elements – earth, water, wind and fire – and represented them through artwork, stunning fountains and glorious light displays that change depending on the time of day.
This vast space has created an opportunity for brands which can often struggle to find retail space in Stockholm’s crowded central shopping districts. Owing to the mall’s generous design, brands across fashion, sport, leisure and home goods have opened gleaming new shops, many with eight-metre-high facades.
Fashion meets technology
‘Our new flagship store is something special,’ says Andreas Vural, president and founder of Happy Plugs, the Swedish fashion and lifestyle brand. ‘We are so happy to be in the fashion epicentre and the largest shopping mall in northern Europe. For a brand with high aspirations, we have definitely come to the right place.’
Happy Plugs’ sleek, 60-square-metre store features simple white walls which have pops of colour thanks to the brand’s bright headphones, charging cables, smartphone covers and designer home speakers. ‘As a fashion brand we focus on style. That’s why we don’t see our products as tech products but as a way to express yourself and capture your world of fashion and music,’ Vural says.
KappAhl, a leading fashion chain in the Nordic region, has opened two diffusion stores: Hampton Republic 27 specialises in clothes inspired by life in the famous Hamptons area of the US while the Newbie shop is filled with gorgeous clothing for babies and children, made with organic cotton; it also stocks bed linen, baby blankets and clothes hangers. ‘Its attractive prices, sustainable approach and range that can be used and passed down from one generation to another has made Newbie a big hit with parents of small children’, says Carina Ladow, KappAhl's vice president of assortment and design.
There are plenty of international brands to discover at the mall. The €640 million project has attracted major fashion players including Michael Kors, the US brand known for its jet-set-style collection of handbags, watches, shoes and clothing, and Tommy Hilfiger, the label that celebrates American cool with its own take on prep-school clothing.
Among the brands debuting in Sweden are Intimissimi, an Italian lingerie label; Kiko Milano, a cutting-edge Italian cosmetics and beauty brand; and Spanish company Pull&Bear, with its casual, laidback clothing and accessories for young people.
Entertainment and more
Adding to the Mall of Scandinavia experience is Sweden’s first commercial IMAX multiplex cinema, with 15 screens, while live music events, cooking demonstrations and special attractions, including a Formula One simulator, are all found on the schedule. For those with children, a childcare service is also available.
The wide range of cafés, coffee shops, brasseries and restaurants is said to provide visitors with the largest choice of eateries in the city and, instead of a food court with communal seating, each venue welcomes guests to its own space. One standout option is Mangiardino, an Italian restaurant and bar from Peter Nordin, one of Sweden’s most visionary restaurateurs. After a day exploring the mall’s delights, this is the perfect place in which to relax.