It started with “Awesome rags” at ground level. When that was complemented with the G-star shop we knew that something good was about to happen. With the debate that followed on the übercool decoration in the windows (by Nina Persson) and we could tell that it would be great. Recently the third floor opened and everything we could have wished for became true.

Anyone that travels a lot cannot miss the international feel of this new department. With a fantastic mix of shopping and art, small exciting labels, vintage and helpful staff – this is the shit! The new PUB is not only shopping – it really is an experience.

“We have travelled a lot to get inspiration to the new PUB”, Tommy Johansson, General Manager, explains. “It took a long time to get to grips with what the new PUB should be, but we are quite certain we know it now”, he continues.

You can tell that a lot of time and consideration has been put into what labels are represented on the third floor. It is also interesting to see that efforts are being done to give inspiration to the customers. On several places there are tables with a wide variety of fashion books. “We hope to increase the Swede’s fashion awareness/intelligence”, Tommy explains.

Art is an important part of the third floor as well. “Operating place” is an art gallery with a clear goal to be accessible, understandable, fun and not pretentious. Apart from the gallery there are also art/fashion installations in several places around the department.

The whole department is set for continuous change, almost like a theatre stage. If/when the customers want something different it is possible to change quite easily, again and again.  This goes for the interior as well as the labels. No label is safe – it all depends on what the customers are interested in at the moment. “Right now there seem to be a huge interest in vintage clothes. People want to create their own style and with vintage it is easy to do that”, Tommy says.

Apart from the gallery and the shop there is also a restaurant/coffee shop in one corner of department. It is situated to one of the two fitting room areas. This one is the white one where an effort has been made to get people out of the fitting rooms once they have tried something new on, all to get more interaction, feedback and help from the staff.

This new part of PUB is already open, but more is to come. In late November part of the second floor will open and then the whole refurbishment is to be done in about a year. The rest of department store will not be as inspirational as the third floor; it will be more commercial the further down in the building you come. From what we have seen it won’t be a problem though – still stylish, friendly and with that international touch we have so longed for in Stockholm.

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