Published
September 14, 2026
In just over a decade, the Promenaden district, in the heart of Norway’s capital, has undergone a profound transformation of its retail offer, attracting marquee names such as Prada and Ralph Lauren. The organisation representing the district has focused its efforts on firmly positioning Oslo among the cities that today epitomise luxury, thanks to its quality of life, compact scale, and growing international tourism (not to mention its status as one of the areas with the highest per capita income in Europe). How has it done this? CEO Annette Lund explains in a conversation with FashionNetwork.com.
Annette Lund, CEO of Promenaden – Promenaden
FashionNetwork.com: Promenaden is something of a rarity: it’s unusual for a shopping district to become a city institution. From your perspective, what sets it apart?
Annette Lund: Promenaden is a historic part of Oslo’s city centre. Most of the buildings date from the late 19th century, so there’s a wealth of heritage, tradition, and beautiful architecture that provides a wonderful backdrop. And we’re home to the Steen & Strøm department store, which is among the oldest in the world.
What we’re trying to achieve is a district that safeguards that heritage while, at the same time, welcoming the most relevant brands. We have, in a way, been a driving force in bringing luxury to Norway, which is still relatively new to the city. We’ve combined all of this with Norwegian brands and different kinds of experiences: last year, we showcased a sculpture from the Kistefos Museum in one of our windows. We aim to shape the whole district as a community and an ecosystem for the shops located there, but also for consumers and those who work in the city centre.
FNW: Promenaden is one of the sponsors of Oslo Runway, Norway’s fashion week and platform. How long have you been working together?
AL: Both Promenaden and Steen & Strøm have been working with Oslo Runway for seven years. It’s a hugely important partnership for us. What Oslo Runway is doing is fantastic for the whole industry, as it gives brands a voice, offers support, and instils confidence.
It’s also important for us to support local design and brands and put them on a more international stage. While we bring luxury brands to the city, it’s quite special to see a small Norwegian design label side by side with the major international names. Local brands offer an experience that international ones may not, because they know the local market inside out: they understand Norwegian consumers and what resonates here. I’m very proud of what Oslo Runway has become, of being part of it, and of seeing how the industry is growing, even beyond Norway’s borders.
The façade of the Steen & Strøm department store – Promenaden
FNW: How does this partnership help boost Promenaden’s international visibility?
AL: At Promenaden, we travel extensively and meet with the major international fashion houses. I spend a lot of time explaining Norway and Oslo and the opportunities they offer. I think that conversation has changed in recent years. People now ask what’s happening in Oslo; they’ve heard about Norwegian brands. This helps us all and, as we’re a relatively small industry in the country, we can’t work in isolation. We have to work together – that’s where the strength lies.
FNW: How has Oslo changed since Promenaden began just over 10 years ago?
AL: The city has changed completely. I was born and brought up in Oslo, and it feels like two different cities. And that has helped us too. There are lots of new museums that have received extensive coverage in the international press, such as the Munch Museum, the National Museum, the Astrup Fearnley Museum, and the Kon-Tiki Museum. There are also many new hotels and restaurants, and the whole culinary scene is another reason why people visit the city.
Our job is to attract international brands and create a fully fledged shopping district. We’re building Promenaden with intent, coherence, and a clear point of view: to bring to the city the international fashion and luxury scene it truly deserves. Because it’s a beautiful city. It’s a small city, but in many ways it’s a luxury city: you can explore it on foot; it’s safe and clean. There’s the waterfront, there’s the forest, you can hop on the tram and go hiking or even skiing. And within half an hour you can be by the sea, step into a sauna, have a swim, and dine at a three‑Michelin‑starred restaurant. The city really does have it all.
FNW: What sort of tourists does this mix attract?
AL: In recent years we’ve been attracting lots of new tourists from Asia, the UK, and Europe in general, but also from India, Brazil, and the United Arab Emirates. And I think they come because they want to discover something different. Of course, the concept of a ‘coolcation’ [holidays in cooler climates, editor’s note] also makes it a pleasant place to be in the summer. And there are still many projects underway that will continue to raise awareness of and interest in the city.
Oslo’s Promenaden district is becoming increasingly attractive to high-end brands – Promenaden
FNW: How does this transformation of the city help to attract luxury brands?
AL: When a brand is evaluating a new city, it looks at everything the city has to offer. The more that’s happening here, and the more interest the city generates, the easier our job becomes. Moreover, it’s not just fashion that reflects what’s happening in Oslo. The conversation comes from various sources: the cultural scene, the culinary scene, and the hospitality sector. It’s the sum of everything happening in the city and how it attracts both local residents and international visitors and customers.
FNW: Which luxury brands have you managed to attract in recent years?
AL: One standout example is the new Urmaker Bjerke boutique, a family-run business representing incredible brands such as Rolex, Patek Philippe, Omega, and Cartier. They opened two years ago at Øvre Slottsgate 23, in one of our properties, and it’s the largest luxury watch boutique in Europe. It was a huge project. Prada opened just over a year ago in a building that we don’t own, though it is within the district. The same goes for Ralph Lauren. Many new brands are coming to the city, and it’s interesting to see that the more brands you have, the more others want to come.
This momentum extends beyond luxury into the premium segment. Zara Home is set to open its first shop in the city centre, Skims is entering the Norwegian market, Massimo Dutti will open right opposite Steen & Strøm, Ugg is also preparing its first opening in the country… And on top of this, some brands are expanding their premises.
FNW: For some brands to open, others will likely have closed. Which have left?
AL: Various types of brands have left, which I think is quite normal in retail: it moves in phases and some fare better than others. But we always try to optimise the mix. And, of course, it’s not part of our decision-making if a brand decides to relocate or close its shops. One example is Burberry, which closed as part of its global reorganisation, and that is beyond our control.
FNW: What is the occupancy rate at Promenaden?
AL: For us, it’s more about filling spaces with the right mix of brands than about the occupancy rate. Obviously, we aim for 100%, but retail is constantly evolving. And, if we have a space available, we like to activate it with different kinds of pop-up concepts, art galleries or Norwegian brands. For example, we ran one with a brand called OAD, a beautiful knitwear label whose strength lies in reimagining Norwegian tradition for a modern audience. That is, without doubt, luxury. And it’s the perfect example of how we bring spaces to life: with Norwegian luxury and heritage. I know local brands find it striking to look across the street and see Dior. They feel proud, and that gives them confidence.
FNW: Given the demand, does Promenaden plan to expand its boundaries? Whether into new streets or new sectors.
AL: The boundaries are, in a way, fluid. Today we say that the Promenaden district stretches from Akersgata to Kongens gate, and from Prinsens gate to Grensen. It includes the shopping streets Øvre Slottsgate, Nedre Slottsgate, Karl Johans gate, and Prinsens gate. More and more brands want to be in the city centre; they want to be part of Promenaden, the ecosystem and the community. This means the district is also expanding. And Nedre Slottsgate is like Oslo’s Bond Street, but it’s only 96 metres long. Obviously, we can’t create more properties on that street, so if we look 10 years ahead, we can imagine the district will probably have grown.
That said, for us it’s not just about luxury retail. It would be brilliant to have a hotel in Promenaden at some point. The Hoxton is set to open just three blocks away from us in 2028 alongside Fotografiska, a Swedish photography museum. What attracts people and makes them stay are the different kinds of experiences; for example, we’re looking at adding more to our offer. Technology is also starting to play a key role; in fact, Steen & Strøm has dedicated its fifth floor to photography and sound, and that also attracts a different kind of customer.
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