Wednesday, June 16, 2010

Urban Deli - fresh retail and restaurant concept in Stockholm

I feel slightly frustrated when I come across a cleverly conceptualised retail concept that I just know that I would love, but I haven’t had a chance to visit yet….

So, I will share with you my most recent discovery called Nytorget Urban Deli. It’s an upmarket food retail and casual eating concept that’s situated in the fashionable Sofo area of Stockholm. Apparently it opened in October 2009… maybe some more ‘drums and whistles’ guys!

The concept idea takes is to take you back to the ‘market square and delicatessen feel’ but with convenient, modern food alternatives and in a setting where you can enjoy delicious food and refreshing drinks (also alcoholic ones!). At Urban Deli you can eat breakfast, lunch or dinner, but you can also choose your own fresh groceries and produce to cook at home. Or why not try the ‘weekly dinner kit’ – a bag that contains ingredients and recipes for four dinners that can be cooked at home.

Based on what I’ve understood about the concept so far I’m tempted by the ‘eat in’ idea which I enjoyed in at old Fresh & Wild in London where I so many times ate a fantastic organic/veggie deli lunch in the actual retail space. But Urban Deli also has the cool, clean, airy and crispy Dean & Deluca upmarket NYC feel – well suited for Stockholm. I cannot wait to go and check it out in person! And, purely based on my now very high expectations I wish the next Urban Deli would open near to my home…

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