![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F10.Eataly-Make.jpg?auto=format&crop=center&fit=crop&h=158&ixlib=php-1.2.1&w=210&s=8835c6cfcb99d703d13a098bb660ec7d 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F10.Eataly-Make.jpg?auto=format&crop=center&fit=crop&h=315&ixlib=php-1.2.1&w=420&s=b289f8d67df3d761cfd169dd1fcfd492 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F10.Eataly-Make.jpg?auto=format&crop=center&fit=crop&h=576&ixlib=php-1.2.1&w=768&s=b5e2a2f848d9dbc6bd8bd065d555c82b 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F10.Eataly-Make.jpg?auto=format&crop=center&fit=crop&h=768&ixlib=php-1.2.1&w=1024&s=3b943653080c2e387d4352f666bb5125 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F10.Eataly-Make.jpg?auto=format&crop=center&fit=crop&h=1050&ixlib=php-1.2.1&w=1400&s=2a6984ccf2ef8e3143b7fb139a90b16a 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F10.Eataly-Make.jpg?auto=format&crop=center&fit=crop&h=1200&ixlib=php-1.2.1&w=1600&s=33c637cf60bc5c9b28c112c51f3f691f 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F10.Eataly-Make.jpg?auto=format&crop=center&fit=crop&h=1440&ixlib=php-1.2.1&w=1920&s=9957528e422afbe824cef224fa331ab7 1920w)
Giving space back
Emporia is located in the newly developed Hyllie area in the city of Malmö in Sweden. Alongside 200 shops, it claims to have replenished the land it was built on – in the form of a 27,000m2 rooftop park located above 3 floors of retail. This is freely accessible public place with several differently landscaped areas, all offering views of the surrounding mixed-use development and green landscapes beyond.
The owners describe the park as having “no commercial value”, but they do believe it will help turn Emporia into a major local destination, bringing both locals and people from as far as Copenhagen into the centre, which will in turn increase sales and revenue. The space has already hosted a series of events, including an ice rink during winter, a car exhibition and even a “human cannonball” being shot from a cannon over a void in the roof!
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F11.Emporia-Mall-Make.jpg?auto=format&crop=center&fit=crop&h=158&ixlib=php-1.2.1&w=210&s=f22837b2ae17e24c6461b5e59ffe9cd3 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F11.Emporia-Mall-Make.jpg?auto=format&crop=center&fit=crop&h=315&ixlib=php-1.2.1&w=420&s=40cc865383f1ef3877c9bd9eaf79de2d 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F11.Emporia-Mall-Make.jpg?auto=format&crop=center&fit=crop&h=576&ixlib=php-1.2.1&w=768&s=208b787b899dd228a4b471f1e75424a4 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F11.Emporia-Mall-Make.jpg?auto=format&crop=center&fit=crop&h=768&ixlib=php-1.2.1&w=1024&s=54eb9f8955c6aa7ab16dc576047016b5 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F11.Emporia-Mall-Make.jpg?auto=format&crop=center&fit=crop&h=1050&ixlib=php-1.2.1&w=1400&s=f143e76e45d7f709183ea7939e625cda 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F11.Emporia-Mall-Make.jpg?auto=format&crop=center&fit=crop&h=1200&ixlib=php-1.2.1&w=1600&s=d8ed00fe7d8109b4e423652227b6099a 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F11.Emporia-Mall-Make.jpg?auto=format&crop=center&fit=crop&h=1440&ixlib=php-1.2.1&w=1920&s=ed559cc5bce40e21bda492b64d4e7371 1920w)
On the sunny day we visited, the park felt generously spacious, with no direct reminder it was linked to a commercial development below. It is this kind of civic gesture that will differentiate the retail destinations from mere shopping centres in the future.
Serendipity and quirkiness
Mood Stockholm is a boutique mall in the heart of the city. Unlike typical shopping centre development models, this one has no big national anchor tenants. Its focus from the start is F&B, with a selection of international restaurant brands, including Spanish tapas chain Boqueria. The layout revolves around several lightwells, where the signature restaurants are located.
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F13.The-Mood-Make-1.jpg?auto=format&crop=center&fit=crop&h=158&ixlib=php-1.2.1&w=210&s=05975740f1abd356cc97220b67934a78 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F13.The-Mood-Make-1.jpg?auto=format&crop=center&fit=crop&h=315&ixlib=php-1.2.1&w=420&s=e7e2d4ee395ced386be9b444f3731ca0 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F13.The-Mood-Make-1.jpg?auto=format&crop=center&fit=crop&h=576&ixlib=php-1.2.1&w=768&s=4ac00bff61ef12d22de160ee39b23441 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F13.The-Mood-Make-1.jpg?auto=format&crop=center&fit=crop&h=768&ixlib=php-1.2.1&w=1024&s=4c6ba3e23f42226e82195bcfd341c237 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F13.The-Mood-Make-1.jpg?auto=format&crop=center&fit=crop&h=1050&ixlib=php-1.2.1&w=1400&s=8793f890265c8e140b41671ebbd7fff9 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F13.The-Mood-Make-1.jpg?auto=format&crop=center&fit=crop&h=1200&ixlib=php-1.2.1&w=1600&s=a56a7c0bd953929defa9cb7497dfd010 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F13.The-Mood-Make-1.jpg?auto=format&crop=center&fit=crop&h=1440&ixlib=php-1.2.1&w=1920&s=73d24303e420105a6bac8f2543a8be33 1920w)
The space is designed as a continuous landscape of shops, restaurants and cafés, and features a large beauty and ‘styling bars’ department. The emphasis is on spending time here rather than selling products. There are plenty of opportunities for pausing, relaxing or meeting in an informal and serendipitous atmosphere. There are plenty of quirky details at every step, such as artworks, interior planting and even rentable meeting and dining rooms in the form of huts on stilts in one of the outdoor seating areas.
These details are not random, but aim at establishing The Mood as a destination within the city, especially amongst the local working population, by offering curated and stylised spaces as an alternative to the usual corporate environments.
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F12.The-Mood-Make.jpg?auto=format&crop=center&fit=crop&h=280&ixlib=php-1.2.1&w=210&s=9d7437f8c11b512bc093a8f5091a58c6 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F12.The-Mood-Make.jpg?auto=format&crop=center&fit=crop&h=560&ixlib=php-1.2.1&w=420&s=2fa0f9afd0ca660fc58215f2170da8e1 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F12.The-Mood-Make.jpg?auto=format&crop=center&fit=crop&h=1024&ixlib=php-1.2.1&w=768&s=80059b3dcf5b8f6cc3f540ecb3373423 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F12.The-Mood-Make.jpg?auto=format&crop=center&fit=crop&h=1365&ixlib=php-1.2.1&w=1024&s=9c759e32b53aac51fe4cb283abb05642 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F12.The-Mood-Make.jpg?auto=format&crop=center&fit=crop&h=1867&ixlib=php-1.2.1&w=1400&s=5b59aab4d78705fc801e1e89ad76539b 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F12.The-Mood-Make.jpg?auto=format&crop=center&fit=crop&h=2133&ixlib=php-1.2.1&w=1600&s=50094435da6e00f5ff2bd6fe2ed7f0da 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F12.The-Mood-Make.jpg?auto=format&crop=center&fit=crop&h=2560&ixlib=php-1.2.1&w=1920&s=9b271f2160b4a464710247ca879bb1be 1920w)
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F11%2F16.The-Mood-Make.jpg?auto=format&crop=center&fit=crop&h=280&ixlib=php-1.2.1&w=210&s=a1fa5365a4e9aad2a3e66cd91d55c5ba 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F11%2F16.The-Mood-Make.jpg?auto=format&crop=center&fit=crop&h=560&ixlib=php-1.2.1&w=420&s=1ecbf5b592742fb4abc4332523b7ca05 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F11%2F16.The-Mood-Make.jpg?auto=format&crop=center&fit=crop&h=1024&ixlib=php-1.2.1&w=768&s=f5fc1d8e791712dce571999d161acacb 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F11%2F16.The-Mood-Make.jpg?auto=format&crop=center&fit=crop&h=1365&ixlib=php-1.2.1&w=1024&s=96fcbf9d6eadc16f9642e104ef8d1d8f 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F11%2F16.The-Mood-Make.jpg?auto=format&crop=center&fit=crop&h=1867&ixlib=php-1.2.1&w=1400&s=02fa979dfaac7f67c53c5777710853d6 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F11%2F16.The-Mood-Make.jpg?auto=format&crop=center&fit=crop&h=2133&ixlib=php-1.2.1&w=1600&s=04d1b6333750a395b0b4e1954c640ead 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F11%2F16.The-Mood-Make.jpg?auto=format&crop=center&fit=crop&h=2560&ixlib=php-1.2.1&w=1920&s=cc2ea3a716bf94dd75cbea2d521b8b7f 1920w)
Connect emotionally
Eataly is a an international chain featuring a three-pronged F&B offer of restaurants, shops and a cooking school. The restaurants range from quick-service counters to full-service dining, and the shops sell a range of groceries and homewares. Each of the three components is seen as equally important; knitting them together like this gives the brand a strong identity and helps engage a wider customer group than if it offered only one strand.
Eataly has defined itself as a place of cultural exchange, knowledge sharing and community-building around the theme of authentic Italian food, going far beyond simply selling products. This enables Eataly to engage on a deeper level, developing an ongoing relationship with its customers, a kind of emotional dwelling with brand which continues after they have left the physical store.
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F9.Eataly-Make.jpg?auto=format&crop=center&fit=crop&h=158&ixlib=php-1.2.1&w=210&s=e4f4a4f4d8d351aa2c91f48853a11eaf 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F9.Eataly-Make.jpg?auto=format&crop=center&fit=crop&h=315&ixlib=php-1.2.1&w=420&s=31b44bed37ae92da82a894f3aeea7a69 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F9.Eataly-Make.jpg?auto=format&crop=center&fit=crop&h=576&ixlib=php-1.2.1&w=768&s=2ad2afe56ed6c0e7e6633fbc7f69ff14 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F9.Eataly-Make.jpg?auto=format&crop=center&fit=crop&h=768&ixlib=php-1.2.1&w=1024&s=8929dc645d19517d21d12e3d604b6f0f 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F9.Eataly-Make.jpg?auto=format&crop=center&fit=crop&h=1050&ixlib=php-1.2.1&w=1400&s=0590126b2182bcc6c510560d4870f6d6 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F9.Eataly-Make.jpg?auto=format&crop=center&fit=crop&h=1200&ixlib=php-1.2.1&w=1600&s=259a58be1bb71ea1897b91b2d571f789 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F9.Eataly-Make.jpg?auto=format&crop=center&fit=crop&h=1440&ixlib=php-1.2.1&w=1920&s=b73f4e9d468568d6b5557f9ea950383f 1920w)
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F8.Eataly-Make.jpg?auto=format&crop=center&fit=crop&h=269&ixlib=php-1.2.1&w=210&s=10914fe36bb0d7de9065cc4130baa787 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F8.Eataly-Make.jpg?auto=format&crop=center&fit=crop&h=538&ixlib=php-1.2.1&w=420&s=2b32b2b9d97ab475b1086037752597a5 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F8.Eataly-Make.jpg?auto=format&crop=center&fit=crop&h=983&ixlib=php-1.2.1&w=768&s=f8691f48e5312620473716d07458716f 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F8.Eataly-Make.jpg?auto=format&crop=center&fit=crop&h=1311&ixlib=php-1.2.1&w=1024&s=47f5060510db19eca30ce18c03ab0aa2 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F8.Eataly-Make.jpg?auto=format&crop=center&fit=crop&h=1792&ixlib=php-1.2.1&w=1400&s=cdb6111d218a6c2037e426e61e27a6c9 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F8.Eataly-Make.jpg?auto=format&crop=center&fit=crop&h=2049&ixlib=php-1.2.1&w=1600&s=e4cbd9db0ece382634c4f036fb9a34a1 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2018%2F10%2F8.Eataly-Make.jpg?auto=format&crop=center&fit=crop&h=2458&ixlib=php-1.2.1&w=1920&s=7fdf0c869891ead302817ae782d3a2b6 1920w)
If you missed part 1 of Grigor’s ‘Lessons from the Nordics’ series click here to read it. Or click trough to read part 3.