Make stories not stores
The functional concept driving the efforts to revitalise the old Norblin factory is encapsulated by the motto MAKE STORIESNOT STORES. The concept is based on the assumption that retail space has evolved past simple points of sale − today, it is also a destination, a place where consumers go to share unique brand-related experience or to look for inspiration and emotional commitment, which cannot be replicated online. Customers want to know the background of a brand − its ideology, history and roots. Consequently, the purpose behind the Norblin Collection brands is not only to generate turnover, but to attract people by turning the project into an exciting destination point.