Avicii Arena introduces ‘pay with feelings’ concept


Pay with emotions at Avicii Arena Stockholm Image: Avicii Arena & ASM Global

Avicii Arena in the Swedish capital Stockholm has launched a new initiative called Break The Silence, to raise awareness around young people’s mental health.

Access All Areas said a new store was opened inside the arena on November 23, selling exclusive items to customers by getting them to “pay with their emotions.”

The Avicii Arena was opened in May 2021 through a collaboration between the Tim Bergling Foundation, Trygg-Hansa, BAUHAUS, and ASM Global.

The historic 15,000-capacity venue was intended to become “a hub for sharing ideas and hosting activities with the focus on young peoples’ mental health,” according to Klas Bergling, father of the late producer and recording artist Tim Bergling, known worldwide by his stage name Avicii.

The aim was to break the stigma surrounding and increase awareness of mental illness among young people. Avicii Arena is the place where activities take place to draw attention to the needs of young people.

In connection with the launch of the “Break the silence” concept, which focuses the spotlight on young people’s mental health, the new store opened with specially designed items by the artist ANJI. 1,000 limited caps and 5,000 pins were available to ‘buy with feelings.’

Visitors to the arena paid for the cap by scanning a QR code and answering a few questions about emotions. They then received a digital receipt and were able to pick up the limited-edition cap.

During the opening of the store in Avicii Arena, licensed psychologists and counsellors were on hand to help those seeking assistance. Following the November 23 opening, the store will continue to be accessible to visitors during event-nights at Avicii Arena.

Tim Bergling Foundation project manager Alexandra Björnsson said, “This in-venue-store is truly the first of its kind, and we hope it contributes to breaking the stigma around discussing emotions.

“Simultaneously, it’s crucial to focus 100% on the young here and be willing to really listen and support. Through this initiative, we aim to create an inclusive atmosphere where discussing emotions and mental health is natural, offering young people the tools they need to thrive.”

Access All Areas further stated that the store opening marks the beginning of a string of activity from the initiative, focused on openness and breaking the stigma around discussing feelings, to prevent young people from experiencing mental health issues and ensuring they receive the necessary support.

Björnsson added, “Learning to express and manage emotions helps children and young people feel better. Research indicates that the ability to communicate feelings, coupled with positive relationships with adults, are among the most critical protective factors in life against issues like depression and suicide. If you learn earl on to articulate emotions, it can provide a solid shield for the future.”

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