FILM
Changing the face of automotive retail
The Swedish/Chinese electric car brand Polestar opens a flagship store in Bibliotekstan, Stockholm.
Interview by KONRAD OLSSON • Edited by ERIK SEDIN

With their new showroom space in Stockholm, the fully digital and electrical car brand wants to offer a physical retailing space. Sweden is one of nine key markets globally for Polestar and considered the home market next to mainland China.

— It’s a massive moment for us a brand because it’s a moment where we actually open up our retail offering to our customers. We’re an entirely digital brand, if you want to do everything online and never visit anywhere you could do that. On the other hand, we wanted to have a retail environment where people could walk in and find out a little bit about Polestar, says Jonathan Goodman. •