Client

PUB - one of Stockholms largest department stores owned by Atrium Fastigheter.

Project

To develop a new customer offer for PUB including all the physical design and a new way of working. The goal is to move from an old-fashioned depertment store to a modern fashion depertment store targeted to the 20-30 year old fashion oriented consumer.

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.

Floor 3 (PUB.03) – opened in september 2007. 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) – parts of the floor opened in October 2007. The concept for this floor is to focus on high fashion.

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 2007.

Delivery

Conceptual idea, interior design and scenography, graphic identity, commercial area planning, navigation and signage, branding strategy, retail actor selection tool and commercial calendar.

Credentials

The concept was developed in cooperation with Urban Design, architect SAR/MSA Erik Jarlöv. Architecture and interior was designed by BAU, architect SAR/MSA Ulrika Lundgren and architect SAR/MSA Hans Birkholz.