Traditional malls are facing challenges from e-commerce. Nordstan needed to reinvent itself as an 'activity mall' where the digital and physical experiences are seamlessly integrated. The goal was to create a concept that could win back visitors through enhanced utility and engagement. The concept was recognized as a finalist for the Brewhouse Award.

Nordstan, one of Scandinavia's largest malls, faced a degrading identity. While it attracted 30 million visitors annually, it was perceived as a "problem area" after hours. The challenge was to transform it from a mere shopping location into a lively, safe, and conscious meeting place that provides meaning to diverse groups: from elderly citizens to restless teenagers.

Nordstan Plus is the first of its kind activity-based mall concept. It shifts the value proposition from "Space for Rent" to "Space for Action." In this model, Nordstan provides the physical space and materials, while the users (facilitators) decide what happens.

The service is managed through a dedicated mobile platform:

Facilitators: Users or companies can register to host events (e.g., pottery, basketball, yoga, roof-top cinema).

Approval Process: Nordstan Customer Service evaluates and approves project descriptions.

Seamless Execution: Approved events appear in a public calendar. Nordstan staff prepares a "supply cart" with requested materials for the facilitator.

Safety & Feedback: Events are monitored for safety, and both facilitators and participants rate the experience, providing rich statistics for continuous improvement.

Our 10-week journey followed a rigorous service design methodology:

Research: Deep ethnographic research and stakeholder mapping to understand the complex ecosystem of Nordstan.

Ideation: Used tools like the Lotus Blossom technique and COCD Box to generate and select from over 100 service ideas.

Prototyping: We didn't just design; we tested. We prototyped a yoga session at the mall to gauge the atmosphere and user reaction to non-retail activities.

Service Blueprinting: Developed a high-fidelity blueprint mapping every touchpoint, from the first "Aware" phase to the "After Use" feedback loop.

The strategy meets both user and organizational objectives:

User Side: Fulfills emotional needs for community and safety, and rational needs for health and skill-building.

Organizational Side: Creates new revenue streams through corporate facilitators and sponsorships, while improving the mall's reputation and integrating it more deeply into the city's fabric.

Nordstan / Vasakronan

Vasakronan team

10 Weeks

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