In an innovative move at the intersection of music, merchandise and mental health awareness, Sweden’s Avicii Arena is launching a unique store that operates solely on a currency of emotions.
Part of the “Break The Silence” campaign, the initiative is designed to spotlight the importance of young people’s mental health and in further remembrance of the late Avicii, who tragically died by suicide in 2018. One of his many enduring legacies, the Avicii Arena is now giving visitors the unique opportunity to purchase exclusive merchandise—using their emotions.
To acquire these items, customers will scan a QR code and answer a survey about their current emotional state. At the end of the survey, a digital receipt confirms the transaction and allows them to collect their items.
Sean Eriksson
“This in-venue-store is truly the first of its kind, and we hope it contributes to breaking the stigma around discussing emotions,” Alexandra Björnsson, project manager at the Tim Bergling Foundation, said in a statement. “Through this initiative, we aim to create an inclusive atmosphere where discussing emotions and mental health is natural, offering young people the tools they need to thrive.”
Licensed psychologists and counselors will be available onsite for the launch, offering support and assistance to those in need. The effort represents a step toward a future where discussing and understanding emotions is not only accepted but encouraged.
In tandem with this in-store venture, the arena is also set to host the second Avicii tribute concert, “Together For A Better Day” on December 6th, 2023.