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In a groundbreaking move, Norrøna, the family-owned Norwegian adventure travel company and manufacturer of high-end outdoor apparel and outerwear, has revealed its revolutionary global headquarters.
The new space, spanning 8,200 square feet, is a testament to Norrøna’s commitment to innovation, sustainability, and creating a unique experience for its customers. Let’s take a closer look at what makes Norrøna’s new headquarters so exceptional.
A Grand Unveiling
The grand opening of Norrøna’s global headquarters saw a diverse international guest list in attendance, a testament to the brand’s global reach and influence. At the heart of this new space is the Norrøna House Flagship Store, which sets a new benchmark for the outdoor retail industry. Right at the entrance, visitors are greeted by an iconic 16-foot-tall colour wall made entirely of Gore-Tex, making a bold statement.
Norrøna has skillfully incorporated the rich history of its 94-year legacy, with exhibits detailing the brand’s historic expeditions and famous collections. The “Complexity of Simplicity” installation, which represents their design philosophy, Loaded Minimalism™, is a visual treat for design enthusiasts.
One of the most remarkable features of the Flagship store is the Gore-Tex-approved Storm Lab, a space where in-house designers and customers can test both new and old products. Spanning over 2,600 square feet, this innovative store also houses REuse, Norrøna’s first second-hand store, as part of their full-scale initiative to promote sustainability.
A Circular Approach to Sustainability
Norrøna’s commitment to sustainability goes beyond just offering a second-hand store. The Norrøna REuse initiative is incorporated into various aspects of the company, allowing guests to repair, refit, recycle, refresh, and even rent their gear. This circular economy model represents a fascinating approach to conducting business and working towards zero waste.
Jørgen Jørgensen, Norrøna’s fourth-generation CEO and owner, emphasized the importance of this approach, stating, “To achieve zero waste, we have to rely on a circular economy in practice, which is a fascinating model with which to conduct our business.”
More Than Just Retail
The headquarters also houses a modern event space that, originally designed for conferences and presentations, boasts high-quality materials and advanced technical solutions. With a capacity for 130 guests, it offers flexibility for various events, from fashion shows with catwalks to concerts, making it a versatile venue for both Norrøna and the community.
Naturen Brasserie, Norrøna’s venture into the restaurant industry, is another exciting addition. Set to debut in 2024, it promises a Nordic dining experience inspired by the company’s vision of “Welcome to Nature.” The menu will be seasonal and influenced by nature and tradition, offering locally sourced ingredients, raw materials, and spectacular views of the nearby Fåbrofossen waterfall.
Preserving Heritage and Sustainability
The Norrøna House’s location in a renovated former paper factory built in 1862 adds a sense of history to this innovative project. The company’s dedication to preserving as much heritage as possible is evident. They chose materials with longevity, like 90 percent recycled hot rolled steel and responsibly sourced woodwork. Even the original bricks from the factory were carefully dismantled, washed, and reused for both interior and exterior walls.
Bård Kvamme, Director of Norrøna Retail, highlighted the importance of reflecting quality in their material choices, stating, “It has to be of the highest quality so that when you enter a Norrøna store, office, showroom, wherever – you know right away where you are. All the choices should reflect that.”
An International Housewarming Event
To celebrate the grand opening of the Norrøna House, the company organized an international housewarming event, involving all of its retail stores worldwide. Loyalty members who made a purchase at these stores on November 10 had the chance to win exciting giveaways, including personalized full lofoten kits and an all-inclusive weekend at the Canvas Hotel, Norrøna’s luxury lodge in the heart of the Norwegian wilderness.
All images in this article are courtesy of Norrøna.
