STUDIO: Responsible and Circular Shoe Concept in Oslo, Norway

by Ida Steffensen
December 17, 2020
In this bachelor’s project, I wanted to create a new way of thinking in today’s shoe industry. This is achieved by offering services such as cleaning, repair and a separate return programme. The result is STUDIO – a responsible and circular shoe concept in the middle of Oslo, Norway.
Key message
STUDIO wants to be a concept that focuses on responsible and circular retail, by following the entire buying process for the consumer – even after the purchase. By using the conceptual model of fashion spaces, which consists of the four dimensions location, place, site and metaspace, we can understand how to achieve the concept through new dimensions such as social media (McQuillan, 2020).
Oslo, the capital of Norway, was chosen as the location for this concept. Thorvald Meyers gate 46 at Grünerløkka was chosen as the place. This is because it is a place that fits well with the consumer and the target group for this concept. It also has a suitable floor plan and a central location that is easily accessible. STUDIO wants to be able to offer the customer a more responsible shoe universe than what is already available on the market. This will therefore be the concept’s site, which will further lead to the customers perceiving the whole as a metaspace.
In autumn 2019, I conducted a case study of a Norwegian rental concept that offers the rental of clothing and other accessories in different price ranges. I wondered whether this was “the future of retail” and whether this solution could have been integrated into other industries. This, combined with several years of experience and interest in the shoe industry, led to this bachelor’s project. The aim was to create an attractive shoe concept with a more responsible and circular business model than other companies in the same industry. By making STUDIO a geographically accessible studio where people can buy new shoes, buy second-hand shoes or come by to have their own pair cleaned or repaired, it will be possible to bring about a change in consumer behaviour. This will further increase the pressure on the rest of the footwear industry to consider a change in their own business model and way of making money.


STUDIO is a shoe concept that is needed in Norway as there is nothing similar on the market. The difference is that STUDIO works with a more responsible and circular business model. It achieves this by offering services such as cleaning, repair and returns. The cleaning and repair service, “clean &care”, gives the customer the opportunity to maximise the life of the shoe. This could be by cleaning the shoes, changing laces or repairing heels, for example.


In addition, the “Recycling” deposit system offers the customer two options: either to return shoes with minimal wear and tear so that they can be sold in the store as second-hand, or to hand in used shoes for recycling. The former gives the customer a gift card amounting to 40% of the new price when the shoe is sold. If the shoe is not sold within a period of three months, it must be collected by the consumer. In the second option, the consumer receives a discount coupon for10% off their next purchase. This is a gesture by which the consumer takes responsibility, while also making it more likely that STUDIO will secure the second purchase from this consumer.

Retail Design

In this bachelor’s thesis, it was absolutely necessary to make strategic decisions in the store design to achieve the vision of the concept. The main goal is that one third of the income should come from services and second-hand, which means that this has to be made clearly visible through the store design. It was therefore decided to put all three departments on an equal footing. It should be as attractive to buy second-hand as new – and it should be as attractive to come by with a pair of shoes to clean as it is to come out with a new pair.


The concept was inspired by the classic laboratory, but has been combined with softer shapes to give the concept a unique identity. To make STUDIO more visible and attractive, colours were chosen that are easily recognisable, which is also clearly expressed in the visual identity.


In order to bring the services in the concept as much as possible to the front, the checkout, which in this case also functions as a workstation, is located by the window. This makes it clearly visible to the passing customer. This also means that a window display on this side of the store was not necessary. In addition, the emphasis was placed on intelligent solutions for the employees and clear lines to achieve a minimalist and futuristic appearance of the store.


See related text project