Outdoor brand Norrona has entered Norway with its first flagship store in Oslo, carrying an entire array of the brand’s products. Beyond that, the store functions as an informational platform for those who are interested in mountaineering and the outdoors. Lectures, slideshows of expeditions, and films will be presented in regular intervals. As CEO/owner Jorgen Jorgensen puts it, “It’s a brand store which promotes the emotional customer loyalty and motivates the customers to stay and to come back anytime.”

—Helena Sauer