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Nille, Norway’s best-loved discount retailer briefed us to revitalise its store experience and brand identity with a new concept that launched in Oslo November 2017. Storytelling is at the heart of the flagship, to reconnect with longstanding customers as well as attracting a new audience. In a shift from a functional to emotional retail experience, the destination inspires joyful living through our experience vision ‘celebrating Nille moments’ – simple everyday joys and milestones in life. Nille will open several new stores with our concept and is exploring developing different retail formats from this new brand and store vision.

Where, When

Oslo, Norway

About the client

Nille is Norway’s best-loved discount retailer offering a wide range of bargains for both small and large occasions. The chain, owned by BC Partners, currently has over 360 stores in Norway, and 15-20 new stores open every year.

A bit more detail

Moving away from a supermarket aesthetic, distinctive architectural features such as the building’s original ceiling are celebrated as focal points. For that all-important ‘time well spent’ there is a flexible space within the Home Department that transforms into a location for workshops, where customers and staff come together around new products and services. As part of a fresh, positive take on the value proposition that focuses on value-add and emotional benefits not just price, customers are given help and advice, opportunities to take place in events and encouraged to purchase products bundles to get a better deal.


The space is organised into clear, edited departments to capture timely occasions and celebrate key family moments, the store will introduce a more rapidly updated product assortment and call out each section with expressive signage. We devised a consistent yet flexible communications hierarchy, colour-coded to convey different messages to customers, such as tips, new-in and offers. The brand’s recognisable yellow dot has been given a modern, vibrant twist. Uniforms, receipt wallets and packaging have also been redesigned to give Nille a fresh lease of life. To capitalise on Nille’s social media following, the new ‘Nille loves’ concept brings together user-generated content, staff picks, campaigns and hero products under the hashtag #lovedbynilie.

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5-8 Hardwick Street London EC1R 4RG - UK

+44 (0)20 7837 7117

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