Avicii Arena allows customers to “pay with emotions” on merch store

In a pioneering move, Sweden’s Avicii Arena unveils an innovative in-venue store where customers can exclusively pay for merchandise with their emotions. This revolutionary concept is part of the Break The Silence campaign, a mental health initiative launched by the venue’s naming right partners to raise awareness about young people’s mental health.

Honoring Avicii’s Legacy

Established in May 2021 through a collaboration between the Tim Bergling Foundation, Trygg-Hansa, BAUHAUS, and ASM Global, Avicii Arena serves as a tribute to the late Tim Bergling, popularly known as Avicii, who tragically died by suicide in 2018 at the age of 28. The Tim Bergling Foundation, created by the DJ’s family, focuses on raising funds for mental health-related issues and suicide prevention.

Exclusive Merchandise and Emotional Payments

The new store, accessible during event nights, offers a range of exclusive items, including a limited-edition cap designed by artist ANJI. To make a purchase, customers can scan a QR code and respond to questions related to their emotional state at that moment. A digital receipt is then sent, and the purchased item can be collected. Licensed psychologists and counselors will be present on-site during the store’s opening at Avicii Arena to provide assistance.

Break The Silence Campaign

Alexandra Björnsson, project manager at the Tim Bergling Foundation, highlights the uniqueness of the in-venue store, stating, “This in-venue-store is truly the first of its kind, and we hope it contributes to breaking the stigma around discussing emotions.” The foundation aims to create an inclusive atmosphere that encourages open conversations about emotions and mental health, providing young people with the necessary tools to thrive.

Opening Doors to Conversations and Support

The store’s opening marks the commencement of Break The Silence’s activities, emphasizing openness and challenging the stigma around discussing emotions to prevent mental health issues among young people. The initiative underscores the importance of creating an environment where discussing emotions is natural, offering support and resources.

Empowering Through Emotional Expression

Björnsson emphasizes the significance of teaching children and young people to express and manage their emotions, citing research indicating that the ability to communicate feelings, coupled with positive relationships with adults, is crucial in preventing issues like depression and suicide.

Together For a Better Day: Avicii Tribute Concert

As part of the ongoing efforts, a second Avicii tribute concert, Together For a Better Day, is scheduled at the 15,000-capacity arena (formerly the Ericsson Globe) on December 6.

Image Credit: Avicii Music AB / Provided by Deliberate PR