Swedish fashion chain Lindex has opened a new flagship store in Oslo implementing its new store concept, according to the repositioning of the brand itself. As a partner for the branding process, British company Dalziel and Pow was involved already in 2010. The aim was to create a distinctive brand environment, celebrating the brand’s Scandinavian heritage through the use of texture and layering, pattern and natural materials. Strong color and pattern bring an expressive and dynamic feel to the children’s department and expressive architectural features create a vibrant space.

A key feature of the new store are the fitting rooms which have a prominent position at the heart of the store. This is linked to the brand’s heritage in underwear, with a strong focus on fit and customer service. The fitting room have a feel of a backstage section at a fashion show, with an illuminated ceiling and a strong geometric floor pattern. Each fitting room has expressive, individual graphic treatments and soft lighting.

Lindex is a Swedish fashion chain with over 400 stores in fourteen countries. It is known for its fast fashion offer, for both women and children, and its strong heritage as a lingerie brand.