In autumn 2019, eXpression Umeå launched a pioneering project in MVG-gallerian - together with the property owner MOFAB - with the aim of exploring the future of sustainable trade and the city centre. The pop-in has been a test platform where creators and entrepreneurs from the incubator have been given the opportunity to showcase their offerings and organise events, exhibitions and pop-ups. After a year and a half of learning and new insights, the project is now coming to an end.
- It's been great fun and educational to have the opportunity to explore what tomorrow's retail and city centre could contain. Without the property owner MOFAB, this initiative would not have been possible. We are delighted that there are such brave and innovative players in the city who are willing to try new approaches," says Anna Wikholm Kjellberg, which together with Annakarin Nyberg is responsible for the project.
Designed to be a creative, accessible and inclusive space, the MVG gallery has been used for workshops, live broadcasts, children's movement paths, pop-up shops, exhibitions and more. The focus has been on flexibility and the idea has been to see the space as a platform, or stage, where new business models, concepts and expressions have come under the microscope - from a playful and curious perspective.
- We were, and are, genuinely curious about what could happen if such a space was given the opportunity to be shaped by creative and innovative entrepreneurs. We need to dare to move and cross boundaries to discover new things, eXpression Pop-in has been a way to make that happen," says Anna.
By challenging the traditional shopping space of a mall and creating curiosity among the city's visitors, the test platform has contributed to an increased flow in the mall. The varied content has also allowed different types of consumer groups to cross the threshold, which has provided the basis for interesting encounters.
- There is definitely more to discover and test based on what we have learned so far. This is not the last time we will create a pop-in concept. Now we're gathering all the insights and ideas to explore how we can take it further in the future," concludes Anna.
