CRAFT x The Great Exhibition’s inflatable shop: how retail reinvents itself in Stockholm
How a bouncy castle turned into a concept store challenges the death of retail and breathes new life into the urban fabric.
Retail: dead or transforming?
For years we’ve heard the same refrain: retail is dead. First, shopping centres wiped out the independent high-street shops; now even the malls are gasping for air under the weight of digital dominance. And yet, paradoxically, the physical experience has never been more valuable. We live saturated with digital imagery that seduces us less and less. The question is inevitable: what would it take for a shop to feel relevant, exciting—even memorable—again?
The answer from CRAFT x The Great Exhibition is as unexpected as it is brilliant: an inflatable shop.
A cross between a bouncy castle and a retail space, where visitors literally bounce while discovering a new running shoe model.
The project—aptly titled “The Bounciest Store in Sweden”—was unveiled in Stockholm to mark the launch of the CRAFT Kype trainer.
A store that inflates against decay
Far from being a mere publicity stunt, the concept carries a serious question: Can playfulness, surprise and movement bring people back into urban space? In Stockholm, commercial vacancies have risen by more than 20% this year. The risk is clear: streets emptied of life, replaced by endless rows of estate agents and nail salons.
According to the creators, “the secret to a living city lies in its doors”—doors that open, that invite people in, that offer new experiences. The inflatable shop is not just a place to sell shoes; it’s a provocation, a physical metaphor for that philosophy.
A door that doesn’t simply open—it invites you to play from the very moment you step through.
Interview with Petter Kukacka, creator of the inflatable shop
To better understand the project, we spoke with Petter Kukacka, founder of The Great Exhibition, architect of this ephemeral installation that seeks to reinvent the concept of a shop.
What sparked the initial idea of creating an inflatable retail space? Was there a specific moment or inspiration that triggered this concept?
It began as a provocation: if stores are disappearing, how could one store be unforgettable? Inspired by the lightness of the shoe (198g) and the joy of childhood play—where your body reacts before your brain—the inflatable idea felt both absurd and purposeful. A store that literally bounces back against the decline of retail.
What were the biggest challenges—logistically or creatively—in turning this idea into a real, walkable experience?
The main challenge was turning a playful, bouncy structure into something that could actually function as a store. We had to solve practical issues like air pressure and noise, and make sure it stayed fun without becoming just a kids’ toy.
Creatively, the hardest part was balance—making sure it wasn’t just spectacle, but also a statement about how retail might evolve.
“The inflatable idea felt both absurd and purposeful. A store that literally bounces back against the decline of retail.”
How did the collaboration between CRAFT and The Great Exhibition come about? What was the shared vision behind it?
We’d been having conversations with CRAFT about how to launch a new shoe in a way that wasn’t “just another drop”. Both parties shared the frustration that retail had become extremely predictable.
From the beginning, the collaboration was fuelled by a shared vision: to prove that even in a small shop space, you can reimagine what a store is and make people feel something unexpected.
The idea of “doors” as a metaphor for living cities is very powerful. Could you expand a bit on this philosophy and how it influenced the project?
Cities thrive when doors open onto new experiences. The tragedy today is how many of those doors are closing. We wanted to reclaim that idea, not out of necessity but out of curiosity.
The inflatable store is exaggerated on purpose: the door isn’t just open—it’s inviting you to bounce through it. It’s a metaphor turned physical, a reminder that the health of a city is measured by the life behind its doors.
What has been the public reaction so far—any surprising moments or feedback you’d like to share?
The store will only be open for 24 hours. Blink and you’ll miss it—but that’s the whole idea: an experience you have to step through the door to catch.
“It feels more important than ever to think physical—and to think humanity.”
And finally: do you see this as a one-off installation or the beginning of a new kind of retail storytelling?
In this super-strange AI race, it feels more important than ever to think physical—and to think humanity.
This store is both an experiment and a signal. The inflatable shop isn’t the future of retail itself, but it shows what happens when you treat retail as a canvas for imagination.
We hope it inspires others to create playful, unexpected ways of engaging people. If it helps reopen the conversation about what stores can be, then it’s not a one-off—it’s a starting point.
Walk the Sky Experience: a one-day event
The inflatable installation by CRAFT x The Great Exhibition will open its “doors” on 9 October, at Hornsgatan 49, Stockholm, from 9 a.m. to 5 p.m.
For one day only, visitors will be able to experience this event that blurs the boundaries between shop, performance and urban play.
The star of the show will be the CRAFT Kype, an ultra-light running shoe revealed in a setting designed to make people feel the product rather than simply try it on.
Save the date!
Retail as a canvas for imagination
The case of “The Bounciest Store in Sweden” proves that the future of retail is not yet written.
Perhaps it’s not about filling cities with inflatable shops, but about reclaiming a sense of wonder—about making the simple act of stepping inside a space memorable once again.
It’s also clear that the immediacy of the digital world has reduced our relationship with objects to an endless scroll. Projects like this remind us of the power of physical presence, of bodies in motion, and of shared space.
Conclusion
The inflatable shop by CRAFT x The Great Exhibition is far more than a marketing gimmick. It stands as a manifesto in defence of living cities—a reminder that physical experience remains irreplaceable, and an invitation to rethink retail not as a transactional space, but as fertile ground for imagination.
Perhaps the future of our cities doesn’t depend on how many shops remain open, but on each door’s capacity to surprise us.
And if a little compressed air can bring that feeling back, maybe retail still has plenty of bounce left in it.
(*) Photographs by Noah Fernström courtesy of The Great Exhibition.
