A living lab for the future of convenience
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Convenience Store Concept


  • First store

Skills & services

Insight & strategyConcept developmentArchitecture & interior designRetail design & planningIndustrial designPilot & implementation3D visualsInstore communicationAssortment strategiesTender managementPackaging design
Welcome to PBX, a living lab for the future of convenience where Reactor teamed up with Reitan Convenience Sweden with the ambition to turn environmental demands into a strategy for growth and innovation.
Together with Reitan Convenience, the operator of the Pressbyrån, Narvesen, 7-Eleven and other convenience store formats in the Nordic and Baltic states, we developed the concept PBX, now opened to the public in Stockholm, with the ambition to create “the world’s most sustainable convenience store”.
The backdrop is that Reitan had set a strategic objective to become a leader in sustainability transformation. Accordingly, they established and communicated best-in-class sustainability objectives. They also recognized that retail brands have great commercial opportunities in the sustainability transformation but actionable first steps and momentum is hard to achieve.
The solution to the problem became developing a new concept under a separate brand, as a living lab where new innovative sustainability solutions could be implemented and tested.
Reitan set specific and challenging sustainability standards for buildings, logistics, products and services for the PBX concept. Based on these, innovative partnerships with select suppliers was established, as partners in testing out new solutions at PBX.
Everything in PBX has been meticulously analyzed to maximize sustainability. From sourcing of materials, supply chain management, energy production to limiting usage og chemicals, paints, plastics & composite materials. And of course, every single product sold in the store has been evaluated before earning it’s place on the PBX shelves. As a consequence, quite a few typical c-store products are nor to be found at PBX; for example cigarettes and large bags of candy.
PBX is a real living lab, where new solutions are constantly tested and evaluated. The long term ambition is step-by-step transfer of successful solutions into their main convenience retail networks. By turning environmental demands into a strategy for growth and innovation, Reitan has started the journey to become the convenience retail leader in sustainable transformation.
In the project we’ve created everything you see in the pictures, except the cool PBX logotype and brand identity, which was created by our creative communication colleagues at Åkestam Holst in Stockholm.