Pembroke  today announced that its project Hästen 21, also known as Passagenhuset, is infusing new life into Stockholm’s central business district as “Beta,” a pop up venue for shopping, food and socializing. Beta, which reflects the latest trend in retail, will appear on a temporary basis at Hästen 21. Organic grocery store Paradiset is the first retailer to be showcased as part of the project.

“Together with the city of Stockholm we have already started the detailed planning for Hästen 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 Hästen 21. Right now is a fantastic time as we are experimenting with new and exciting brands” said John Davison, Director of Asset Management Nordics.

In addition to Paradiset, fashion brands Claes Göran, Nikolaj d’Etoiles and d.brand will exhibit in Beta, alongside Wallery Gallery and Kungliga Konsthögskolan (Royal Institute of Art). The new Swedish shoe brand Stinaa.J and children’s clothes from Cleo et Lily will also have pop-up stores. And until the summer, the bicycle manufacturer Vélosophy will have a shop in Beta. For every sold bicycle Vélosophy cycle will donate a bicycle to a girl in Ghana through UNICEF.

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.

‘Together with the City of Stockholm we have initiated the planning for the new Hästen 21. We think long-term, and renewing and improving the Hästen property on Mäster 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’ said Mark Takeuchi, Managing Director of Asset Management and Development, Pembroke Real Estate.

For more information about Beta, visit www.betastockholm.se.
For more information about Hästen 21, visit www.project-access.se