FOR A BETTER, MORE ATTRACTIVE SHOPPING EXPERIENCE
This project was initiated when the banks, which had long dominated Stockholm’s city, began to scale back and leave the inner city. This left room for new opportunities to take their place. Our mission was to create a more vibrant environment with diverse architecture that was ‘people-friendly’, as well as reduce car traffic.
The properties on the south side of Hamngatan and this part of Regeringsgatan are owned by Vasakronan. They were built in the 1970s and partly K-marked – a level of classification given to buildings and environments of cultural and historical significance. The buildings had long, monotonous facades, with many dull stretches devoid of any retail stores and where the environment was considered dark and uninviting and dominated by traffic.
On Hamngatan, which is one of Sweden’s busiest streets, the difference was obvious from the outset of the project. There were significantly more pedestrians on the opposite side compared with the ‘Vasakronan side’.
The assignment has involved repurposing areas for other activities and increasing pedestrian flows around the properties. We have also concentrated on creating new commerce opportunities, with better returns for the property owner. By renovating existing retail spaces, redesigning store interiors, changing facades, lighting and signs and transforming the street environment we have helped attract more engaging commercial tenants.
Wester+Elsner has created shorter storefronts with entrances from the street and shorter paths between the entrances, removed clutter and made the environment brighter and more open. The stores will breathe more “city” and less “million programme housing”. The store content has been upgraded and the connection with Sergelgången, NK, Gallerian and the subway has been improved. Lighting and signs have been redesigned.
The project has provided a good insight into the challenges of changing a place in Stockholm where many interests must be taken into account. In this project, several different property owners and architectural firms, store owners, other tenants, the City Planning Office, the Traffic Office, SL, and the Beauty Council have been involved, among others.