{"id":2419,"date":"2016-05-03T12:47:00","date_gmt":"2016-05-03T12:47:00","guid":{"rendered":"https:\/\/www.pembroke.com\/?p=2419"},"modified":"2023-11-15T13:28:10","modified_gmt":"2023-11-15T13:28:10","slug":"hasten-21-becomes-experimental-retail-space-beta","status":"publish","type":"post","link":"https:\/\/www.pembroke.com\/news\/hasten-21-becomes-experimental-retail-space-beta\/","title":{"rendered":"H\u00e4sten 21 becomes experimental retail space \u201cBeta\u201d"},"content":{"rendered":"\n

Today we announced H\u00e4sten 21<\/a>, also known as Passagenhuset, is infusing new life into Stockholm\u2019s central business district as \u201cBeta,\u201d a pop up venue for shopping, food and socializing. <\/h2>\n\n\n\n

Beta, which reflects the latest trend in retail, will appear on a temporary basis at H\u00e4sten 21<\/a>. Organic grocery store Paradiset is the first retailer to be showcased as part of the project.<\/p>\n\n\n\n

\u201cTogether with the city of Stockholm we have already started the detailed planning for H\u00e4sten 21. While the plans are still taking shape, we saw an opportunity to fill the property with life and movement, by allowing chefs, retailers and artists to exhibit in a pop-up venue. Beta is a test version of the retail experience we want to create long-term in the new H\u00e4sten 21<\/a>. Right now is a fantastic time as we are experimenting with new and exciting brands\u201d said\u00a0John Davison, Director of Asset Management Nordics.<\/strong><\/p>\n\n\n\n

In addition to Paradiset, fashion brands Claes G\u00f6ran, Nikolaj d\u2019Etoiles and d.brand will exhibit in Beta, alongside Wallery Gallery and Kungliga Konsth\u00f6gskolan (Royal Institute of Art). The new Swedish shoe brand Stinaa.J and children\u2019s clothes from Cleo et Lily will also have pop-up stores. And until the summer, the bicycle manufacturer V\u00e9losophy will have a shop in Beta. For every sold bicycle V\u00e9losophy cycle will donate a bicycle to a girl in Ghana through UNICEF.<\/p>\n\n\n\n

The contracts with the pop-up stores range from three-18 months and the size of the retail spaces range from 23 sq m to approximately 1,000sq m square meters, which allows for a diverse experience. The venue is also suitable for e-merchants who want to experiment with a physical store, designers who need a showroom in the CBD or businesses that want a seasonal contract.<\/p>\n\n\n\n

\u2018Together with the City of Stockholm we have initiated the planning for the new H\u00e4sten 21. We think long-term, and renewing and improving the H\u00e4sten property on M\u00e4ster Samuelsgatan and adding extra value to Stockholm. We think that Stockholm is a fantastic city where the business district is about to develop into an even more vibrant and exciting environment\u2019 said Mark Takeuchi, Managing Director of Asset Management and Development, Pembroke Real Estate.<\/p>\n\n\n\n

For more information about Beta, visit www.betastockholm.se.
For more information about H\u00e4sten 21, visit www.project-access.se<\/a><\/p>\n\n\n\n