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Retail concept
Customer journey
Store design
Modular fixture system
Pilot store
A display that works in a large showroom can become an obstacle in a compact dealership. The concept needed to give a broad product range a clear hierarchy, make advice and service visible, and stay recognisably Husqvarna as it moved between stores and markets.
We developed a repeatable kit of spatial and visual elements organised on a square grid inspired by Husqvarna's identity. The system can build a full customer journey in a large shop or focus attention on key categories in a smaller one.
The pilot store established a new Husqvarna store concept: a consistent visual language with flexible building blocks that dealers can adapt to their own space. By July 2024, Husqvarna reported that the design had reached eight stores across Sweden, the Netherlands and Belgium.
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A display that feels effortless in a large showroom can become an obstacle in a compact dealership. A wall full of machines may show the range without helping anyone choose. We needed to give product categories a readable hierarchy, make advice and service visible, and keep the experience recognisably Husqvarna as the format moved between stores and markets.
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A robotic mower calls for demonstration and comparison; protective gear needs another kind of encounter. The concept gives each category an appropriate place in the journey.
The useful end of a store visit is often a conversation. Consultation and service needed to be visible, accessible parts of the store.
Dealers work with changing assortments and room sizes. A repeatable system of fixtures and graphics lets the brand stay coherent without imposing one fixed layout.
From strategy to execution
We developed a repeatable kit of spatial and visual elements organised on a square grid inspired by Husqvarna's identity. The journey moves from attraction and explanation to comparison and expert advice. PS Retail worked closely with us to translate that thinking into fixtures and store components suited to real dealerships.
Husqvarna blue provides a strong backdrop while light wood softens the technical character of the equipment. Open floor displays bring robotic mowers to a comfortable viewing height. Wall systems, category graphics and product information help shoppers make sense of the range. Greenery, turf and projected nature imagery connect the machines to the outdoors.
The pilot brought customer journey, product presentation and brand expression together in a real dealership. It tested how the modular components could be built, used and rearranged as assortments change, turning the design into a practical store system for wider use.
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The immediate result was a pilot store and a new Husqvarna store concept with a consistent visual language and flexible building blocks. Husqvarna reported that the design had reached eight stores across Sweden, the Netherlands and Belgium by July 2024.
The concept gives products more context, makes expert support easier to find and gives dealers a way to express the brand at different scales. The pilot became a format designed to work beyond its first location.
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