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TEA has designed a new store concept for Åhléns, Sweden’s leading chain of department stores with more than 80 million customers a year.

In 2012 Åhléns Skanstull in Stockholm was the first store to implement the new concept, which permeates the entire department store, from the window displays and the entrance, and inwards through all the departments, cash registers, changing rooms and service areas.

The all-encompassing concept that will be applied to every Åhléns department store clearly and desirably communicates the company’s vision to be the “female favourite”.

TEA’s solution centred around the idea of a friend with her finger on the pulse, who personally welcomes you in to her world of burning passion for fashion and design.

Visitors to the department store are met with an adult yet playful look-and-feel. The colour pallet is predominantly claret, white and ash giving a sophisticated and reliable impression. The various departments have been given their specific colours: light tones in pink, blue and green accentuated by pillar-box red and brass details.