Close to nature

Fjällräven, a Swedish outdoor brand, has opened up a new store in Oslo. The objective was to create an accurate experience of the brand for the customer. Fjällräven has a very clear sustainability strategy and work hard to let this come across in their shops.


The Fjällräven Brand Center is situated on the main shopping street, Karl Johans Gate in Oslo, Norway. To correlate with the brand the choices of material in the shop was very important. Business development manager Jonas Sager describes the words that have lead the development of the shop:

“Classic, genuine, sustainable and Nordic are words that we have had in the back of our mind when we created the concept. We worked a lot with choice of material when it comes to the furniture and chose ash tree partly because of its Nordic feel and the ability to enhance the feel of the merchandise. The ash we work with is environmentally certified” Jonas Sager says.

Lighting that attracts

Fjällräven wanted to work with Fagerhult because of the commitment and entrepreneurial spirit of the Fagerhult team. A sustainable lighting solution that attracted the attention of the visitor and displayed their garments in the best possible way was the requirement from Fjällräven. The shop has two floors and to lead the customers up the stairs, to find the merchandise on the second floor, Fjällräven chose an exciting solution with controls. It looks like the lights are climbing up the stairs trying to get the customer to follow.

There is a large image of the stairs that bring out the feeling of a sunny day on a mountain. The image is taken in a way that the reflection of the sun shows clearly. Spotlights are aimed at these parts of the image to make it look authentic and increase the fresh and authentic feeling the image wants to communicate. The shopping window is created to get the attention from people passing by. There are a number of mannequins displayed where the light is moving from one mannequin to the other.


All in Marathon LED

The products used in the total lighting solution are Marathon LED with a medium to narrow beam angle. All in all it is a very comfortable lighting solution, with small contrasts in important areas. The energy consumption is 22 W/m2.