The navel string is cut - the new PUB has opened

Today at 10am it was time for the refurbished PUB to finally open in all its glory. It has been messy, it has taken a long time but like an ugly duckling the PUB that opened today is now a fully grown and beautiful swan.

 

 

 

 

All since I was at the first presentation of the new PUB almost two years ago I have loved the vision. To see it finished in all its glory almost made this hard core editor cry, believe it or not.

Even though PUB.03 and PUB.02 are very good floors on their own it is not until the completion with PUB.01 that everything really makes sense. Departments that have been on the “wrong” floor are now in their correct settings and everything makes perfect sense.



It is great to see that PUB really believes in the force of Swedish fashion. With major shops for Whyred, Fifth Avenue Shoe Repair, Acne and Rodebjer, PUB.01 is really built around this. The new +46 store on PUB.03 also makes that floor a tad easier to embrace for those who thought it a bit too difficult earlier.

With cafés, restaurants and chill areas scattered out around the whole store PUB is a great place not just for shopping but it is also a place just to hang, to read fashion magazines and get inspired.



Please do this Editor a favor and do not miss this department store when in Stockholm. If already in Stockholm, leave your desk immediately and run before everybody else do – because they will!