It is the antithesis of a modern establishment in a busy commercial street. It is located in a clearing in the forest, of minimalist style, has no staff, is open 24 hours a day and only admits your time as payment. This is the “Anti-Express” store created by the Swedish Perfume Koyia brand to communicate its value proposal and the attributes of its product.
The initiative is halfway between the communication action, the artistic performance and the commercial experiment, but supposes the first foray of the brand on the physical level. It is a declaration of intentions, an expression of its vision and values, and a challenge to modern consumption.
“Because the inhabitants of the city spend 90% of their time at home, looking for higher income, higher wages and faster results. The nature deficit is real, with deep consequences for our health, our mood and our connection with the world around us”, They expose from the brand.”At a time when the world urges us to buy more, faster – with boxes with a single click and express deliveries – we wanted to create the opposite: the slowest purchase in history, one that reconnects to nature“
The store was created in collaboration with the duo of Swedish designers Lucas and Tyra Morten, and is located in the Småland forest. It does not have a postal address, but the brand has only shared the GPS coordinates (57 ° 16’08.3 ″ No. 10’45.6 ″ E). The installation has a sculptural and minimalist aesthetic: it has only one chair and a pedestal in which Koyia fragrances are exposed.
In the immediate vicinity is Tallkotten, a house hanging on a tree that can be reserved through Airbnb, as they share from the brand in an invitation to enjoy nature.
This particular establishment only accepts time as payment. Thus, for the “transaction” consumers are asked for the payment of 599 seconds (10 minutes), instead of 599 crowns (55 euros), which is the online price of their product. They are supposed to share, the time it takes to perceive the effect of nature on people on stress reduction.
The store, called “The perfumery” (perfumery) invites visitors to experience the fragrances of the brand surrounded by the elements with which they occur. Koyia claims to elaborate a perfume based on a mixture of 100% natural oils without alcohol from pines and firs, and highlights that it helps reduce stress and promote well -being.
The concept of the initiative not only builds a brand, but also positions it in the cultural change around emotional well-being and the “slow-living.” It moves that the value of the brand not only derives from its products, but also facilitating an experience that generates personal benefits and, with it, developing fidelity towards the brand.
