Roda Kvarn, the historic Stockholm theatre, first opened its doors in 1915 in splendid art nouveau style. The theatre became a cherished home for avant garde cinema, later premiering Ingmar Bergman films. The theatre closed its doors, and when it reopened in the seventies, the original light colored finishes were covered with red wall coverings and the exquisite ceiling frescos in the lobbies and main hall were also covered up, destroying the sublime atmosphere of the original space.

The Stockholmians were eager to see what this current reincarnation would bring, and were delighted to discover that their jewel was to be restored to its original splendor, beautiful ceiling frescos included - a result of a great collaboration with the city's historical restoration adviser.

When Urban Outfitters moved into this landmark space, they also restored the original social function of the theater. Once again, the space was an environment where the community could come together to share experiences.

On the elevated original stage, the "slottet" (Swedish castle) stage set houses fitting rooms on two levels. This is the heart of the space, the place to lounge, socialize, to watch and be watched. The translucent fitting room doors coupled with distorted shadows cast from the etched glazed railings contribute to the enchanting allure of the space.

A new, smaller podium is set in front of the stage for in store performances and events. Several wall spaces showcase the work of local young artists. At the main entry, a black and white marquee canopy announces in store events or Urban Outfitter's "pick of the week" of local events.

According to this Retail Week article, the store was quoted as being the best to open in Europe in 2007.

Read more about this project in the Case Studies section.