In an increasingly digitalized world, Oslo's Promenaden shopping district has set itself the goal of rekindling the joy of shopping. With the support of Norwegian architecture firm Snøhetta, it is changing the way we perceive and experience luxury at street level. Annette Lund, CEO of Promenaden, and Hedda Lilleng, managing director of Snøhetta, talk to Vogue Scandinavia about their vision to fundamentally revolutionize the district in the Norwegian capital.
It's no secret that shopping streets—or at least brick-and-mortar retail—are undergoing a transformation. In the digital age, many prefer to shop online rather than embark on a potentially frustrating shopping trip. But the feeling of strolling down the street with several shopping bags in your hands – feeling like Vivian from Pretty Woman after a day of shopping – is incomparable. Promenaden wants to give people back this feeling and revive the joy of shopping in a store.
The district in the heart of historic Oslo is home to a variety of renowned luxury brands such as Louis Vuitton, Saint Laurent, and Dior – a prime destination for anyone who wants to treat themselves to high-quality products. But Promenaden goes further: it doesn't just want to offer retail, it wants to transform its history, culture, and perception and create a holistic experience.
“Promenaden was never about quick success,” says CEO Annette Lund. “From the beginning, our goal was to create something that didn't exist in Oslo – a curated luxury district with its own identity and focus on quality.” Over the course of ten years, the district worked with Snøhetta to shape a strong brand that stands out from the city and conveys a new vibrancy.
“People often get to know places digitally today – long before they visit them,” explains Hedda Lilleng. “One of our key contributions was therefore to strengthen the digital presence of the promenades – not only visually, but also in terms of voice, self-image, and brand consistency across all platforms. We have created a brand universe that reflects both the role of the promenades as a real estate developer and the multifaceted character of the district.”
Whether shopping, having a coffee, or strolling around, every moment should be personal and inspiring. The goal of both partners is to create a place where people not only spend money but also enjoy spending time. “Retail today is about much more than transactions,” says Lund. "We work closely with our partners—tenants, architects, interior designers, and everyone who contributes to the atmosphere. Careful curation creates real added value.“
Snøhetta and Promenaden are thinking long term: ”Our goal is to create sustainable value for the neighborhood, the community, and the city,“ says Lilleng. ”We were able to participate in crucial discussions about the cultural and commercial development of the neighborhood."
“We are designing a place where beauty, emotion, and craftsmanship come together,” explains Lund. “Where fashion, culture, and community merge. Luxury is not just what you buy—it's what you feel: authenticity, mindfulness, vibrancy. Brands tell their stories here. People create lasting memories through meaningful experiences.”
The neighborhood is evolving from a place-defined space to a curated platform for culture. To be successful, retail must go beyond the transactional—it must be holistic, inspiring, and experiential.
Luxury was not a concept that came naturally to Norwegians for a long time. Many traditionally bought high-quality products abroad. That is now changing. With brands such as Dior, Hermès, and Gucci, Promenaden has established itself as a luxury destination. But Lund emphasizes: “We are developing our own voice. We are becoming a platform that not only showcases culture, but also enables it. The future lies in experiences, not just in sales.”
It's not just about big names. “Liveliness comes from the unexpected – pop-ups, seasonal formats, spontaneous ideas,” says Lilleng. “A neighborhood should be a platform, not a showroom. Promenaden recognizes the value of art and culture as an integral part of luxury – not as something separate. Culture creates meaning.”
The new identity of the promenades creates space for dialogue, experimentation, and cultural initiatives. Scandinavian labels are also playing a growing role. “They are crucial to the authenticity and relevance of the district,” emphasizes Lund. “They are not just an addition—they shape culture and local identity.”
Luxury is not for everyone's everyday life – but for many it is a source of inspiration and discovery. The promenades attract a diverse clientele – locals and tourists of all ages and genders. “Luxury has many faces, and we want to welcome them all,” says Lund.
For Lilleng, one thing is certain: "An ambitious neighborhood offers more than just products. It needs rhythm, meaning – spaces to eat, move around, linger. Places we call ‘third spaces’: not home, not work, but spaces to simply be.“
Brick-and-mortar retail has a future if it becomes multi-sensory, experience-oriented, and relationship-building. ”People want to feel, experience, and connect," says Lund. “When shopping is combined with art, cuisine, and beautiful design, real inspiration is created—shared moments, valuable time. Retail is not dying—it is changing.”
Lilleng confirms: “Not every encounter is a transaction. We need spaces that are human. A counter-movement is noticeable—towards the tactile, towards storytelling, towards atmosphere.”
That's why Promenaden and Snøhetta are also focusing on street activities that bring life. “The street is the breath of the city,” says Lilleng. “It doesn't have to be perfect – just alive. Curated content is important, but so is space for spontaneity and imperfection.” This creates moments that have a deeper impact – beyond pure consumption.
April 24, 2025