Unibail-Rodamco needs to please the shopinista. Mall of Scandinavia in Stockholm and 10 other European shopping centers will now get a special fashion designer concept including two dedicated stores with a team for short term leases – aimed to introduce new designers and concepts.
”This way we can attract new exciting brands who is not ready for a five year lease”, says Lars-Åke Tollemark, Nordic Manager.
Unibail-Rodamco’s idea is similar to fast fashion brands – something new to discover for every visit to the mall.
Pop-up stores are usually a sign of vacancies – but this is more an idea of taking it to the next level. A special team will take care of “Black box” and “White box” – two small stores in the middle of the “Design gallery”-area inside Mall of Scandinavia.
At a breakfast seminar on Thursday Unibail-Rodamco invited Nordic fashion concepts to present the idea. Lars-Åke Tollemark hopes the interest will be be big enough to launch it.
At the same time he introduced the Design Gallery as ”a bridge to luxury”. A less pretentious and warmer part of the mall with lower ceiling and artist-designed carpet. One plan is to put a 40 square meter tv-screen on the wall.
The pop up-stores will be located next to a Michael Kors-cornershop.
Lars-Åke Tollemark explains the Social Shoppinista-targeting:
”We’ve made surveys and had focus groups. It came clear to us what we needed.The Shopinistas are 17 percent of our target group – but has 28,2 percent of its value. We really need to please them and offer them interesting shopping. And it has to be for real, nothing artificial.