Norlys

BRIQ has led the design of a new retail concept for Norlys, merging the former Telia brand into a unified Norlys universe. More than 30 stores nationwide are being transformed into a coherent physical representation of the Norlys brand and its broader household portfolio.

At the core of the concept is a commitment to creating a smooth and engaging customer journey, encouraging customers to stay longer and opening space for meaningful dialogue about Norlys’ expanded offering. The ambition has been to shape a warm, welcoming and intuitive in store experience, with easy access to customer service throughout.

The design installations actively support interaction. Custom furniture and display systems are not passive shelving units, but tools that frame the dialogue between customer and advisor. The new Norlys stores function as coherent platforms, prepared for the gradual integration of digital interactive elements. While the digital layer is still evolving, the spatial concept is designed to seamlessly merge physical and digital services over time and support customers in an intuitive, self guided way.

The material palette has been developed in close alignment with the updated corporate visual identity. The ambition has been to foster warmth and comfort while clearly activating the Norlys brand colours in a confident and visible manner. Materials, furniture and spatial organisation have been carefully selected to ensure a smooth and cost efficient rollout across all locations, while maintaining a consistent and recognisable brand experience.

BRIQ has acted as end to end design partner, leading insights, analysis, concept development and rollout in close collaboration with the Norlys team and 2LP.