Oslo's Promenaden luxury district is reigniting the joy of shopping

It is a well-known fact that the high street, or at least physical retail, is in decline. We are deep in the digital era, and many would prefer to browse and buy online than schlep out to the shops on a potentially fruitless trip. However, one can never quite beat the sensation of walking down the street with multiple bags in hand, feeling like Vivian in Pretty Woman post-shopping spree. One such area in Norway, Promenaden, aims to remind people of this feeling and reignite the joy of a bricks-and-mortar store.

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Nestled in the heart of historic Oslo, the district is home to a myriad of luxury brands, including Louis Vuitton, Saint Laurent and Dior and is the go-to for those wishing to indulge in a spot of high-end retail therapy. However, in the last few years, the area has been on a mission to reinvent its narrative, its culture and its perception, revamping not only its stores but it's entire persona.

“Promenaden has never been about quick wins,” says the brand’s CEO, Annette Lund. “From the beginning, our strategy has been to build something Oslo didn’t have – a curated luxury district with its own identity, rooted in quality.” Recently, the district has begun working alongside Norwegian design and architecture studio Snøhetta Design to help shape a stronger brand that stands apart in the city, ushering in a different vibrancy and presence.

“Today, people often meet a place digitally long before they ever visit it,” explains the managing director of Snøhetta Design, Hedda Lilleng, on how the company is aiding the district. “That’s why one of our most important contributions has been to strengthen Promenaden’s digital presence – not just in terms of aesthetics, but in voice, confidence, and coherence across platforms. We’ve developed a brand universe that holds both Promenaden’s role as a property developer and the layered character of the district, its history, ambitions and potential.”

The aim, for both parties, has been to build a destination people will not only wish to spend money in but want to visit, spend time in and return to. “Retail today is about far more than transactions,” says Lund. “We’ve worked closely with all our partners, with the mix of tenants, the architecture, the public spaces, and how they all contribute to the atmosphere of the district. We believe that if you curate with care, you create value.”

The two companies view the area with a long-term perspective, aside from retail, “aiming to build a lasting value not just for the district, but for the wider community and the city itself,” in the words of Lilleng. “We’ve had the privilege of being invited into meaningful conversations about what kind of place Promenaden is set to become, not just commercially, but culturally.”

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“We’re shaping a destination where beauty, emotion, and craftsmanship meet,” states Lund. “Where fashion, culture and community flow together. Luxury isn’t just what you buy, but how it makes you feel: authentic, thoughtful, and alive. Whether you’re shopping, catching up over coffee, or simply soaking in the atmosphere, every moment should feel personal and inspired. This is a place where brands can tell their stories, and people can create lasting memories through meaningful experiences.”

This notion of luxury is one of the driving forces for Promenaden. “Luxury is still a relatively new category in Norway,” says Lund. “Many have traditionally shopped abroad for high-end goods. But that is changing.” Brands such as Dior, Hermes and Gucci have been essential in establishing the district as a luxury destination as, according to Lund “they bring with them excellence, craft, and recognition, and their presence continues to be important to us.” However, Promenaden is entering a new era, stepping forth with a voice of its own. “We’re moving from being defined by tenants to becoming a platform that hosts and curates culture,” Lund adds. “To succeed, retail must go beyond the transactional. It has to offer a holistic experience. Spaces must feel inspiring, engaging and worth spending time in. That’s the future we believe in.”

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“It’s not only about established names,” says Lilleng. “Vibrancy often comes from what’s unexpected, from pop-ups and temporary formats to create initiatives that appear because someone has an idea and the energy to bring it to life. We need to make space for that. Support it. Allow a district to be a platform and not just a showroom. I know Promenaden sees the value of art and culture as a part of luxury, not separate from it. Culture creates meaning.”

“The new identity of Promenaden gives the flexibility to carry not just fashion, but also dialogue, experimentation, and other cultural initiatives,” says Lilleng. “This shift opens the door for new narratives and a more layered experience of the district.” Said shift will include bringing more brands, specifically Scandinavian-rooted labels into the area. “Scandinavian brands are not just a nice addition, they’re essential to the district’s authenticity and edge,” says Lund. “We see them as shapers of culture and carriers of local relevance. Supporting them is part of building a district that resonates, not just impresses.”

“Whilst luxury isn’t part of everyone’s daily life, many still want to treat themselves on special occasions or simply to explore and be inspired,” states Lund. The sentiment is reflected directly in the area’s main customer base, which, as Lund echoes, “is more diverse than many assume.” Promenaden sees not only locals from Oslo but other Norwegian and international tourists of different ages, professions and genders. “Luxury means different things to different people, and we want to give them the full range,” adds Lund.

To Lilleng, this is the precise purpose of the district. “A truly aspirational district offers more than what you can buy,” she says. “A vibrant city district needs rhythm and reason to stay – places to eat, to move, to linger. It needs what we call third spaces: not home, not work, but places where people feel free to just be. Promenaden will, of course, continue to attract those seeking premium brands, but I know the ambition goes beyond that. It’s not meant to shut down after retail hours.”

For the two women, this enhancement of Promenaden will serve to counteract the move towards online retail. “People want to touch and feel the merchandise,” says Lund. “They want to experience personal service and connect with real people. When shopping is combined with other things, such as art, food, and beautiful spaces, it becomes something much more: quality time with friends and moments of inspiration. In-person shopping isn’t going away. It is evolving.”

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This sentiment is echoed by Lilleng as she states “People aren’t just buying things – not every encounter is transactional. We all need places that feel human. Physical retail will thrive when it becomes experience-driven, multisensory, and relational. We’re seeing a countermovement where tactility, storytelling, and spatial atmosphere matter more than ever.”

In order to draw on the culture of the area and create the aimed for atmosphere, Promenaden and Snøhetta Design are introducing a series of street-level activations. “Street level is where the city breathes,” says Lilleng. “It doesn’t need to be perfect, it just needs to feel alive. It’s about balance. Curated content is a yes, but also room for what is spontaneous, seasonal or even a little rough around the edges.” Such activations will include events and activities, designed to draw people in, past simply shopping. “Not everything has to be permanent or polished,” adds Lilleng. “Often, it is the temporary, the surprising, or the quietly local that leaves the deepest impression.”