In our new concept store, we want to store experiences to the next level. The store concept is designed for the entire Nordic region and the store will be evaluated during the autumn. Above all, we take the basis of sales, and the music has an important function. On one hand, the music supporting our waiting customers are more active than before and that staff make more trades. And secondly, the spark curiosity and feel sophisticated in our selected customer groups. Meanwhile, the music does not disturb anyone in the broad customer base, we still have. I am impressed by how they got together these target images and simultaneously received it to let the "we".