Nature inside - life outdoors

“Nature Inside, Life Outdoors” is a retail concept emphasizing contrasts, highlighting both the human and the engineered, that sit at the very core of the Haglöfs brand.
Using contrast and tension as a tool in a variety of ways, the brand experience is charged with emotion, creating an immersive environment that clearly communicates Haglöfs, its purpose, personality and heritage.

Created as Haglöfs’ global flagship concept, the experience translates the brand into a physical retail environment through the interplay of space, materials, storytelling and product, while establishing a scalable platform for international rollout.

Thanks to stockholmdesignlab.se for a great collaboration. SDL led the creative direction and concept, while Reactor was responsible for concept development, architecture, design strategy, detailed design, technical documentation, production and implementation.