Bold approaches are needed to understand and shape tomorrow's retail and urban development. A challenge that is particularly critical right now given the ongoing pandemic and has been embraced by business incubator eXpression and real estate owner Mofab through a unique collaboration in the MVG gallery. The pioneering venture experiments with customer and consumption behaviours to explore the role of a mall in the equation of future retail. Work is currently intensifying on the test platform, combining physical and digital activities to develop new business models.

- This is an important pioneering project where we are working with a brave property owner to create new knowledge about the role a retail space can play in a city. Right now, there is intense exploration, we are seeing new business models and collaborations take shape. It is clear that we are now at a critical stage and we are seeing increased interest in using our test platform. This is an important part of urban development," says Annakarin Nyberg, researcher and programme manager of the eXpression Future Retail Lab business development programme.

Through a combination of trade and experiences, exhibitions and events, the initiative has not only increased the flow of visitors to the gallery, it has also created conditions for new entrepreneurs and organizations to take place and meet Umeå's citizens

- We are in the midst of a changing era and for us as a property owner it is a matter of course to strive to think in new ways and to develop our offerings. eXpression Pop-in is an exciting pioneering initiative and it is with great interest that we have taken part in this important work, says Rolf Burlin, Deputy CEO Mofab.

It has now been a year since the property owner Mofab was approached with the request to participate in a joint exploration together with the business incubator eXpression Umeå. In September 2019, the doors were opened to the eXpression Pop-in, a space where startups from the incubator, combined with established traders in the retail, hospitality and experience industries, have been given the opportunity to create the conditions for running their businesses. The equation also includes Umeå University, Umeå Municipality, interest groups, primary and secondary schools who have worked together with the aim of an even more vibrant city centre.

- Constantly changing conditions in the trade have led to the extension of the cooperation with Mofab. Today, we have a wealth of experience that we hope to be able to share in new and future collaborations," says Annakarin Nyberg, researcher and programme manager for the eXpression Future Retail Lab business development programme.

For more information:

Annakarin Nyberg, Programme Manager Business Development eXpression Future Retail Lab

Annakarin.nyberg@expressionumea.se

Phone 070-667 94 43

eXpression Umeå is a business incubator for the creative and cultural industries. Behind the venture in the MVG gallery is the advanced business development programme eXpression Future Retail Lab. The programme is implemented with the aim of creating growth, developing new business models and forms of collaboration and is an initiative together with the Swedish Commerce Federation via the Merchants' Association Foundation, Umeå municipality, Region Västerbotten, Umeå University and EU structural funds.