Snøhetta has designed a new type of retail experience or “a better place to think” in collaboration with Norwegian tech company reMarkable, whose next-generation paper tablet was named one of the best inventions of 2020 by Time Magazine. Responding to the rise and proliferation of online retail, Snøhetta has met the need of consumers who want to see and experience products physically. In the store, reMarkable’s acclaimed tablet can be used in an environment cultivated to truly experience the product. 

The pop-up store was opened in December 2020 and sits in the middle of Oslo’s central fashion district in Øvre Slottsgate. The opening was a bold move during the pandemic, manifesting the significance of providing holistic retail experiences. 

“Although consumers are becoming increasingly digital in their shopping habits, especially during the pandemic, we see the value of letting our customers experience that wow moment of writing on one of our paper tablets for the very first time,” says CEO and Founder of reMarkable Magnus Wanberg. “It helps them understand our product better, and how it will prove useful in their everyday lives.”

The store references the spatial qualities that characterize libraries, such as clean and open spaces, tidy structures, focused reading zones, and a tranquil atmosphere. Central concepts that guided the design approach were the subtle yet powerful material qualities of paper and the library’s ability to bring focus and clarity to one’s thinking. 

The store’s layout revolves around a centralized column, in which an inner and outer ring of tables of various heights offer nooks for testing out the paper tablets. Mounted shelves line the outer wall, displaying accessories through custom-made product stands. The walls and ceiling are painted a matte blue, adding a calm ambience to the space. The existing concrete floor is exposed, while the central area is covered with a brown coconut carpet. The bespoke furniture that sits around the central column are made from oak and treated with a matte lacquer, which creates a warm setting. Complimenting this, orange lamps are added to define the individual testing spots. 

Most of the walls are covered with pulp acoustic panels with a paper-like finish, providing tactility as well as acoustic qualities. The display shelves are painted white to blend in with these panels. Finally, a sinuous hand-made chandelier hovers above the tables, expressing the energy and movement of a handwritten line.