Stockholm, Sweden

The Background
This Urban Outfitters is located in the historic Roda Kvarn Theatre. The Roda Kvarn opened its doors for the first time in 1915 as an art nouveau style theater showing avant garde films. At that time going to the film was an extremely social event. The main theater hall consisted of several spacious lobbies on both street sides, and multiple levels that were used for pre- and post theater events. One of the rooms on the upper floor housed a tea room. The theater closed its doors and, underwent a drastic facelift 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. The Client
With this Urban Outfitters, Pompei A.D. wanted to honor the original historic theater space by restoring its original splendor. Wall finishes were restored to their original palette. Ceiling frescos, natural stone, wood floors and wood paneling including the grand staircase were uncovered and restored. With the visual elements of the theater restored, the goal was to reinstate the theater’s social function as a place where the community could gather to share experiences. To further develop the concept of the store a community space, the stage was kept and left open for performances. In several areas wall space was left open to create an exhibition space for local young artists.

The Design
At the main entry, a black and white marquee canopy – inspired by the original – announces Urban Outfitters’ “picks of the week.” Before stepping into the main hall, the customer moves through a double height space, bathed in natural light from the skylight above that houses the cash point. The upper level houses an exhibition space for local young artists, and the balcony around the perimeter, accessible from the main hall, allows for close study of the art work.

The original wood grand stair case leads to the upper levels. The main hall was restored with marble columns and wood paneled walls. Balconies with bronze details frame the voluminous space. The new motif, in a light stencil over plaster appears only in places where the original wall finishes no longer exist. Two Swedish Empire style chandeliers grace the arched ceiling with its art deco fresco in green, blue, purple and gold hues.

The Result
In Retail Week, John Ryan declared: “This is probably the most impressive store to open in Europe this year. The scale of the enterprise and the attention to detail mean that, even for those skeptical about turning old buildings into shops, it is definitely worth a look.”