Systembolaget has a few selected flagship stores that also serves as a shop-in-shop addition to the main retail space. This area is entirely dedicated to a wide range of exclusive beverages, often consisting of limited editions’ and delicate wines for aging and collecting. The first store with the new flagship concept can be visited in Hansa, Malmö.

The assignment was to develop a shop-in-shop solution that both has strong resemblance to the main store concept, but also has its own identity and character. The area is open and welcoming for everyone to visit, but has a different approach in ways of customer experience. The lack of any navigation in combination with a product range that’s constantly changing results in a slow-paced retail space. Customers can enjoy the excitement of browsing among various products – not knowing what they’ll end up finding.

Here, the search itself is part of the main objective.

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