Sweden’s Avicii Arena Launches World’s First Store with Emotion-Based Payment Model

Avicii Arena has revealed its revolutionary emotion-based payment model to support openness around emotions.

In partnership with ANJI and Break The Silence, Avicii Arena has revealed a limited-edition baseball cap with hopes of creating a conversation around emotions. The artist ANJI has created a design that features sound waves beside a broken heart. The cap has been made available at a new store in the arena.

The payment process is simple – customers have to scan a QR code and fill out a short survey asking about the buyer’s feelings. After submitting, the customer will have a digital receipt sent to them and can pick their purchase up at Avicii Arena. The process is been completely anonymous, allowing the community to express their emotions and receive a specially-made cap in return. 

Originally named the Stockholm Globe Arena, the venue has been a staple in the Swedish music scene. In 2021, the venue was renamed in memory of Swedish DJ Avicii who passed away in 2018. The same year, Avicii Arena launched “Break The Silence” intending to decrease the negative stigma surrounding mental health. 

Break The Silence concerns nine emotions ranging from joy and interest to fear and shame. The heart on the cap represents hope for the future – a value held by the organization. 

More items have been confirmed to be sold with the same emotion-based payment model but have not been announced yet. The store opened in November and is available during events taking place at Avicii Arena. 

Avicii Arena partnered with Trygg-Hansa, BAUHAUS, and the Tim Bergling Foundation. The organizations involved in the initiative are all in search of the same thing – supporting discourse around mental health and pushing for access to help. For more information on the emotion-based payment model at Avicii Arena, visit the venue’s official website.