200
new members
2
of non stop activation
100%
Constant queue for the whole time
Challenge Attracting people on Stockholm’s busiest shopping street
Biblioteksgatan is always bustling with life, shop windows, and campaigns competing for attention. Opening a new store there is a chance to stand out, but also a challenge. How do you get noticed among all the impressions, get people to stop in the Saturday rush, and actually take part in an opening?
Our Proposal Iced coffee on three wheels
For the opening, we used one of our café bikes, branded for By Malina. Two of our event staff worked with the bike all day, serving iced coffee in branded reusable cups and welcoming passersby with a smile. The bike became both a serving station and a gathering point, right on Biblioteksgatan where people quickly started stopping by. The cups became a conversation piece themselves, and together with our team, we turned an opening day into something that felt more like a spontaneous street café than a traditional store launch.
Our Approach A smooth flow for customers and the store
To get their iced coffee, customers first entered the store, scanned a QR code, and became members. Then they returned to the bike to collect their drink. This created a natural flow that brought people into the store while building relationships out on the street.
Results An opening that became the talk of the town
Opening a store on one of Stockholm’s most visited shopping streets is one thing. Getting people to stop and join in is another. Together with By Malina, we created a launch that put the brand on the map instantly. With iced coffee, reusable cups, and a clear membership focus, the store had an opening day that not only filled the street with life but also gave the customer club a flying start. The result: 200 new members and a queue that stretched down Biblioteksgatan for two hours.
