Pizza, streetwear and cool kids: Inside the opening of ARENA by Zalando, the retailer’s first Stockholm pop-up

Where can one find live performances from celebrated Swedish artists Bavé, Jelassi and Nápoles? Not at the first can’t-miss festival of summer, but rather Zalando’s very first Stockholm brick-and-mortar pop-up, which emphasises the retail giant’s singular streetwear offering. Located in the heart of Sodermalm, ARENA by Zalando promises a curated selection of streetwear as well as workshops, exhibitions and – of course – live performances. For yesterday’s grand opening, the vibes were high as local cool kids crowded the space to take in Bavé, who held court behind the decks, surrounded by his live band. On the front patio, guests munched on pizza and drank canned cocktails as they enjoyed the spring weather (finally). As Jelassi aptly put it: “It’s not every day you open a shop.”

As online shopping – Zalando’s primary, ahem, arena – increasingly becomes the norm, why bother with a physical space? As Fabio Baum, General Manager Nordics & Benelux at Zalando, puts it, it’s about engaging the local community. “We are thrilled to expand our presence physically for the first time in Stockholm and become part of this vibrant community,” says Baum. “Customers can expect a dynamic atmosphere where fashion, music, and art converge to
create an interactive experience in order to facilitate creativity and celebrate the local Swedish street culture.”

Related: Your ultimate guide to the best Nordic festivals of summer 2024

For Zalando, collaborating with local tastemakers and creatives was a must. In addition to the opening evening’s entertainment, the pop-up will find exhibitions by artists Nikki Sherridan and Alex Wahl (who will also offer bespoke printing via his print shop, Wawa) and music spun by the likes of Mixing Dots and DJ Fredrika Ribbing. “For me, streetwear goes hand in hand with personal expression,” says Nápoles. “I look forward to inaugurating the pop-up and want the space to be a place where you feel welcome and inspired.”

There was plenty of inspiration to be found at the opening event, by way of carefully styled streetwear fits and devil-may-care dance moves. “We should feel free in what we wear closest to our bodies,” notes Jelassi. “I hope we can inspire and bring new energy to the Stockholm streetwear scene.”

ARENA by Zalando is located at St. Paulsgatan 22A and is open Thursday - Saturday from May 3rd to June 29th.

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