Nordstrom is doing its part to bring the outdoors to the concrete jungle of New York City.
The retailer today will open a Fjällräven “stuga village,” a pop-up shop experience of a Swedish cabin village in its New York City flagship aimed at reminding visitors of being out in nature.
The shop, which is part of the company’s revolving Center Stage platform, will remain through Oct. 10. It features products designed for experiencing the outdoors, including parkas, jackets, fleece and pants for men and women as well as the brand’s signature Kånken.
In addition, the experience will include nature activations beginning with two plogging events. Plogging, which originated in Sweden and is the combination of jogging or walking while picking up litter, captures the essence of two of Fjällräven’s core brand missions: spending time in nature while creating less waste. The events will take place at 10 a.m. on Oct. 3 and 9 when Fjällräven guides will take participants from the store to plogg in city parks.
Additional events include an evening lecture with Fjällräven guide and photographer George McKenzie Jr., on Sept. 26 on pigeons and rats in New York City; complimentary Kånken chainstitching personalization with purchase on Oct. 2, and a lecture on Oct. 10 with Lex Taylor, Fjällräven guide and chef, on foraging in New York.
Visitors to the shop can also pick up a copy of Nature Is Waiting, a map offering a curated set of ideas and tips on how to get into nature in New York City that features more than 40 highlighted points of interest throughout the city.
“We want to remind the communities we serve in New York City that nature is always here and in the surrounding area,” said Nathan Dopp, chief executive officer America’s for Fjällräven. “We are inspired by natural spaces and their power to help nurture, balance and energize us and appreciate that they can be enjoyed right in midst of NYC during walks, foraging, plogging, observing, etc. Anytime and anywhere, nature is waiting.”
In addition to the New York City flagship, an extended merchandise assortment and elements of the pop-up will be available at other Nordstrom locations beginning Oct. 1: Bellevue, Wash.; Tigard, Ore.; Murray, Utah; Lone Tree, Colo.; Oakbrook, Ill.; Minnetonka, Minn.; Newport Beach, Calif.; White Plains, N.Y., and Burlington, Mass. The collection will also be available online.
Fjällräven was founded by Åke Nordin in 1960 in his basement in the Swedish town of Örnsköldsvik. Today the company has presence in more than 30 countries around the world.