DDi - June 2012 - (Page 12)

12 | Newsworthy | Headlining Stockholm gets in the MOOD F Photo: Courtesy of MOOD Stockholm airytale castles on the ceiling of the children’s restroom, digital art installations at the entrance, a concierge service and low ambient lighting throughout reminiscent of an upscale hotel lounge bar. Everything about the new shopping center MOOD Stockholm shouts “different,” and the normally reserved pension-fund-backed owner AMF Fastigheter likes it that way. MOOD Stockholm opened opposite the Swedish capital’s iconic department store NK in March, and the mall is a blend of boutiques, services, work breakout areas and eating places. This unusual blend is intended to create a sense of destination and, at 110,000 sq. ft., includes around 60 shops over three levels, adjacent to the city’s main retail areas. Apart from introducing several international fashion brands to the Swedish market— including Club Monaco, Ralph Lauren Children and others—MOOD was created as a true destination site. Karolin Forsling, the driving force behind MOOD and the head of retail at AMF re, calls that the scheme started as a “story written at home,” in a concept she calls “Beyond Shopping.” This has been realized through a three-zone concept: “Everyday” for exclusive but affordable brands; “Wishing” for high-end brands; and “Desire” for luxury brands. Designed by Swedish agency Koncept, MOOD’s features include two 2,500-sq.-ft. open-air gardens on the first floor, interactive artworks including a large female sculpture at one of the main entrances and a digital installation at another, and four rentable outdoor treehouse meeting rooms. The ceiling at the lower-end entrance of MOOD comprises a digital LED screen, which displays a variety of digital art installations. One of a number of artistic pieces commissioned for the center, it also acts as a standout highlight for MOOD’s after-hours restaurant offer in an area that previously did not have a night-time economy. The anchors are focused on food, which formed much of the early pre-lets, amounting to an impressive array of top restaurants that face out from the center, giving MOOD a street and after-hours presence. —MARK FAITHFULL | June 2012 www.ddionline.com http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - June 2012

DDi - June 2012
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Visual Perspectives
Editor’s Choice
Design Snapshot
Behind the Scenes: Anthropologie windows
Creativity Pin-Up
Channel Focus: Lifestyle Store
Right Light
Calendar
Advertisers
Classifieds
Shopping with Paco

DDi - June 2012