17.12.2024
Journal Talks: Crafting a Home of Stories and Scents
The Making of Björk and Berries' Flagship Store in Stockholm.
When you step into Björk and Berries' flagship store in Stockholm, you're not just entering a retail space. You're stepping into a world that feels intimate and expansive, much like the Swedish landscapes that inspire the brand. From its roots in Swedish nature and its enchanting assortment of scents to its reverence for timeless craftsmanship, the store is a testament to the brand's ethos: to honour the past while creating something distinctly modern and inspiring.
But how does one translate the essence of a brand into a physical space? Designers Axel Wannberg and Andreas Farkas approached this challenge with one guiding principle: the flagship store should feel like a home—"more like a home than a commercial space," they explain. This concept became the foundation for every decision, from furniture design to material choices, creating a space that tells the story of Björk and Berries in a welcoming, meaningful, and visually arresting way.
At the heart of the store's design lies the idea of the "allmoge" cabinet, a traditional piece of Swedish furniture passed down through generations. Often filled with heirlooms and objects that tell a family's story, this cabinet became a focal point for the space. "It represents the roots of Jämtland and the idea of heritage," the designers explain. From there, other elements of the space were built around this central concept, aligning with the themes of history, continuity, and storytelling.
This focus on the "allmoge" cabinet isn't just a nod to the past, it's an invitation to explore the layers of history embedded in the design. Every piece of furniture in the store carries a similar sense of heritage, with an added twist: "Furniture design becomes storytelling when it has the history of the furniture hidden within its DNA, but also features that challenge that same history," the designers say.
To bring the natural world into the space, the team worked with materials like Swedish elm, linen, and steel, each chosen for its connection to the brand's roots. "We started talking about natural materials early on, steel, wood, and linen," they explain. But the design process wasn't limited to traditional sources of inspiration. Alberto Giacometti's sculptural forms, for example, influenced the use of steel in unexpected ways, bringing an element of artistry to the industrial material.
One of the most exciting discoveries came while searching for materials: etched stainless steel tops for the display furniture. "This was uncharted territory for us," the designers share, "but it turned out to be one of the best features in the project." The textured surfaces of these steel tops create a subtle interplay of light and shadow, adding depth and sophistication to the space.
No design inspired by Swedish tradition would be complete without a nod to Falu röd, the deep red pigment that has become a cultural icon. In the Björk and Berries store, this signature colour plays a pivotal role. "Falu röd became the colour for the columns in the space, highlighting them and showing the room's height," the designers explain. The colour also appears on the walls covering the backspace, subtly revealed when linen curtains slide open.
This bold yet thoughtful use of Falu röd anchors the design in Swedish heritage while adding a touch of drama to the space.
While the design of the flagship store is rich with storytelling and artistic details, it never sacrifices functionality. Creating a welcoming flow was a key priority for the team. "Andreas did a huge job searching for a good flow in the store," Axel shares. The result is a space that feels intuitive to navigate, with carefully chosen elements like armchairs, carpets, and linen curtains reinforcing the feeling of being in someone's home rather than a commercial environment.
In an era when many retail experiences are shifting online, physical spaces like the Björk and Berries flagship store have a unique role to play. "It's more about showing the brand and telling its story rather than maximizing sales," the designers explain. The store becomes a living embodiment of the Björk and Berries identity by creating a personal and immersive space. In this place, customers can connect with the brand more deeply.
For Axel Wannberg and Andreas Farkas, creating this space was as much about personal inspiration as it was about the brand itself. Their influences range from sculpture and art to traditional cabinet-making books, with legendary craftsman George Nakashima standing out as a personal hero. This deep appreciation for craftsmanship is evident in every detail of the store, from the carefully sourced Swedish elm to the intricately etched steel surfaces.
And could the flagship store have a scent? "A mix of cedarwood and spruce needles," Axel says.
The Björk and Berries flagship store is more than just a retail space. It's a journey through Swedish heritage, nature, and artistry, a home that tells a brand's story and invites visitors to make it their own. From the rich red columns to the tactile steel surfaces, every element has been designed to inspire and engage, making the store a true reflection of Björk and Berries' unique identity. In a world of fleeting digital interactions, this space lingers in memory, a reminder of the magic that happens when design meets storytelling.
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