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PUB – a new fashion concept by Bas Brand Identity

Imagine a department store where Greta Garbo worked as a shop attendant and Lenin bought a suit. PUB department store sure has an exciting history and now PUB is preparing for an equally exciting future. During a period of two years, every nut and bolt of the building will be changed and Stockholm will at last get a proper fashion department store.

The store will comprise five floors with different orientations but with fashion as the common denominator. Inspired by Colette of Paris, 10 Corso Como of Milan, Harvey Nichols of London and Barneys of New York, the ambition is the be the leading fashion department store of Northern Europe.

Floor 3 (PUB.03) will be opened in september. The concept of this floor is a window to the world offering exciting clothes, fine books and great gifts – a place where you find stuff you normally would have to travel to other cities to find.

Floor 2 (PUB.02), opening in October, will focus on high fashion, and Floor 1 (PUB.01) will be the mecca for urban fashion. The basement (PUB.-1) will offer everything you need in health and beauty.

All floors have their own distinct character, its own soundtrack and its own dynamic range of products and a blogger. The blogger could for example be an artist, director, photographer or designer. BAS and PUB are proud to present Nina Persson (singer in Cardigans) as the first blogger in September.

Previous news: Atrium Fastigheter has given Bas Brand Identity and Urban Design the task to create a new fashion concept for PUB.

For more information please contact Torbjörn Nordkvist