Those passing through the streets of Oslo’s coveted inner-city shopping district last week may have been passed a flower. It was a warm gesture from Swedish sportswear brand aim’n in celebration of its newly-opened concept store – the first of its kind to open in Scandinavia outside of Sweden – that reflected exactly what the brand wants to do in its new Norwegian home: spread smiles. “We’ve always had a higher purpose of spreading a little daily dose of wellness and being the ray of sunshine even on cloudy days,” says aim'n’s founder Tekla Acs, “and the best place to do this is in the physical world,” she goes on. “We love bringing people together, spreading smiles, creating events and evoking good emotions.”

*Vogue Scandinavia* stepped in to help aim’n deliver on the latter, co-hosting a buzzy event in the new store to toast the brand’s arrival to Oslo. Dozens of the top personalities in the style and wellness space gathered inside the warm and inspiring space, spread across two storeys with a subtle colour palette and streamlined design “Each store has its own unique design, as we always strive to enhance the building’s aesthetic,” Acs says. “In Oslo, we wanted to highlight some of the existing silver and chrome details, complemented by exclusive marble, dark wood, and an ever-blooming flower shop featuring artificial flowers,” in keeping with those blooms shared with the public. Inside the store, of course, the brand’s latest collections are showcased – including aimn’s sought-out new ski collection.

As Acs explains, the decision about where to open the first Scandinavian store outside Sweden was one that always pointed naturally to Norway – where demand for high calibre brands is booming. The country has been one of aim'n's main markets in recent years, with aim'n firmly establishing a Norwegian customer base of loyal brand fans. 

“We’ve received a lot of love from Norway since the very start of aim’n history, and I feel that the wellness, outdoor and activity-based (‘ut på tur’) culture of Norway is similar to how we live on the west coast of Sweden,” Acs says. “The similar weather and winds that have been a big part of our product development, since we previously lacked functional items that are also fashionable.The love for the mountains and snow is also a passion we share with a lot of our community in Norway.” 



Aim’n’s shared passion with its community in Norway came to life at the launch event, as drinks flowed and visitors explored the delights of the new store. “We usually hear that our stores are like candy shops where everyone can find their favourite candy,” Acs says. 

See all the snapshots from the aim’n x *Vogue Scandinavia* event celebrating the debut Oslo store below.