BVD

BVD and Koncept architects was asked by Pressbyrån
in Sweden and their Norweigian equivalent, Narvesen,
both owned by Reitan Servicehandel, to develop a completely new retail concept for both chains. const-
ruction of the first pilot store at Odenplan in Stockholm has just been completed. Pressbyrån's store interior
had not been updated since the beginning of the 2000's and there was a need to further develop an interior design that would strengthen the brand. Furthermore, Pressbyrån's many services needed to be highlighted and communicated more clearly. At Pressbyrån it's possible to do things such as booking a trip and picking up train tickets, paying traffic tax and sending money as well as surfing the Internet.

Customer awareness of these services needed to be raised, and therefore the project's working title was “urban hub” - the store that is everything a modern
city person might need. “Our ambition has been to make Pressbyrån into a destination, rather than the institution it has almost become today,” says Mattias Börjesson, Project Manager at BVD. “We want the customer to actively seek a Pressbyrån store, rather than just going there because it's close by.” With more than 700 stores in both Sweden and Norway there was also a need for flexibility and scalability, and for keeping building and maintenance costs down. The stores are of different sizes and need to be easy to build, manage
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