19 May 2021
The Weekly
Steen & Strøm's new Entry and new Identity

Steen & Strøm was relaunched following a major NOK300mn- (US$36.04mn-) upgrade and refurbishment. The completed investment includes a brand-new entrance onto Norway’s busiest shopping street for the first time in its history, a state-of-the-art beauty hall and upgraded architecture which introduces a stunning new atrium. 

The completely new entrance is opening up onto Karl Johans gate, the heart of Oslo and Norway’s most visited shopping street with over 15.5 million shoppers every year. With the new entrance, the footfall of the department store is set to more than double from 2.2 million to 5 million visitors next year.  Coinciding with the relaunch, the company is unveiling a new visual identity created by Lotta Nieminen Studio. The rebrand consists of a new visual identity and logo as well as the adaption of the new name Steen & Strøm 1797 to reflect the rich and unique heritage of the store.

The recently completed works make up the first phase in a two-year master plan to future-proof the department store, with the remaining two phases set to transform the remaining floors of the department store and introduce elements such as a French luxury corner and a unisex floor.

Later this year, a new e-commerce initiative will be launched in collaboration with Wishibam.

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