Client / Häxan
Project / Concept store pop-up
Collaborators / Concept by Studio Peter Lundbergh in collaboration with Häxan
Deliverables / Strategy / Interior and exterior concept / Layout / Display units / Lighting / Signage / Naming
Location / Stockholm
Photos / Stellan Herner
Häxan
We felt that the new home for Häxan needed a name of its own as a communication tool.
A name closely connected to the brand that could communicate and emphasize a sence
of place as well as reflecting the ambience of the store. The solution: “Häxoteket”
About
The iconic Swedish brand Häxan (The Witch) is specialized within cleaning products for household use and was established in 1913.
In August 2021 Häxan was relaunched and updated with a a wider range of efficient, easy-to-use and environmentally friendly products.
The brand also has a new home and store at Götgatan in Stockholm – we call it a Häxotek. To step into the space is like entering a universe of its own.
Eclectic and a bit bohemic – like a home of a crazy cat lady. A home that apart from a store also contains a lab, a workshop and a tarot corner
– everything in a crazy combo.
The home also has a kitchen, a bathroom and a living room where Häxan and customers can try out the magic cleaning recipes on tiles, textiles,
kitchen stoves etc. Häxan is obsessed by home cleaning and is more than happy to share her tips and tricks for best home cleaning.
You can also get your old candle holders, carpets, sneakers etc polished and cleaned in the in-store workshop. Finally Häxan also sells a selected
range of cleaning tools such as brooms, feather-dusters etc.
The retail concept for Häxan was created by Studio Peter Lundbergh in collaboration with Häxan team.
Welcome home to Häxan!
News
2022-05-05 / The identity design project for Häxan received a silver award at the annual Golden Egg Award gala in Stockholm!
