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A few thoughts on our venture into retail

Words Konrad Olsson

Today marks the inauguration of a special project that we have been working on for the past six months. The Scandinavian MAN Pop-up Shop is our first venture into retail, and the culmination of our collaboration with The Lobby, an innovative marketplace at the heart of Stockholm.

As someone who has been a retail buff my entire life, starting with working weekends in my family’s national chain of fabric stores as an early teen, it is a particularly special occasion. And since the opening also is the start of this seasons ’launch month’ for Scandinavian MAN — with the second issue of our biannual magazine hitting newsstands next week, and an international launch party in London the week after — I thought it would be a good time to start penning this weekly column of mine. Every Thursday from now on, I will write a few words on our ever-growing website, giving you some insight into what we are working on at Scandinavian MAN.

For a business that is based primarily on editorial and event activations, doing retail might seem like an unusual next step for some people. For us, it is completely natural. Since we started Scandinavian MAN some 18 months ago, our main objective was to help Nordic fashion and lifestyle brands launch themselves into the world. And what better way of helping them, than to actually drive sales. With The Lobby, we’ve found the perfect way of marrying content and activations with retail. The Lobby is a new marketplace founded by retail owner AMF Fastigheter, with the objective to see into the future of retail. As a permanent space for pop-ups, it will be an ever-changing marketplace with selected brands. At Scandinavian MAN, we have been supporting the project both as curation consultants, as well as being actual curators ourselves to about half of the retail space.

Starting today, we are curating the ’Edit’ part of The Lobby, with a string of excellent Scandinavian brands: Asket, CDLP, Chimi Eyewear, Electrolux, Filippa K, Les Deux, Nikolaj d’Étoiles, Norwegian Rain, Uniforms for the Dedicated, Velorbis among others. Some of the brands are close friends of ours, others we have covered within the pages of our magazine, and a few are new acquaintances that we are happy to include in the Scandinavian MAN community. Working on this project, I’ve realised there are obvious similarities between editing a magazine, which has been my primary occupation my whole life, and curating a retail space. It is all about finding the right balance between the established and the new, between the commercial and the credible. It’s about creating allure, excitement, and interest.

I’d like to thank The Lobby for inviting us to do this, and I’d like to invite all of you to stop by the Scandinavian MAN Edition at The Lobby. We will be there until June 15, and I promise there will be new content, clothes, curations, and activations happening during thestwo-plusus months.

If you have any comments and queries, please drop me a note at I’d love to hear your thoughts and feedback.

See you at the Lobby!