YME Universe, Oslo. Inside a building from 1844 described as Paris in miniature
Located between the Royal Palace and the Parliament in Karl Johans gate 39. «Oslo is segregated. It is a question if you are from the east or west side and our shop is in the middle»
YME Universe in Oslo
YME Universe, a concept store in Scandinavia, opened its doors in September 2014. Offering a curated mix of fashion, art, and culture from around the globe, the store has become a compelling destination for its customers. Founder and creative director Nicolai Schaanning Larsen envisioned a space inspired by Norse mythology in 2013 after encountering the unique location. Situated in a historic 1844 building often referred to as “Paris in miniature,” YME has evolved its identity over the years. Initially, the store and its offerings were rooted in the high-end luxury market.
Today, the store is owned by Thatiana Campelo, her husband Kenneth Hjertum, and an investment group. “Our idea was to bring innovative, state-of-the-art brands to Oslo. Norwegians, often known for their practical clothing, tended to dress uniformly,” says Campelo. With Norway’s wealth in mind, Larsen sought to introduce international brands that would help Norwegians cultivate a unique sense of style. Now celebrated as Norway’s top sneaker destination, YME Universe features brands like Ader Error, Boyy, New Balance, Diemme, Reebok, and Hi-Tec.
YME Universe: Brands and Location
YME Universe bridges the gap between high-end fashion and streetwear, offering designer labels such as Saint Laurent, Off-White, Stone Island, Moncler, Nike, and Adidas. This blend of styles has made premium fashion accessible to a wider audience. The store draws inspiration from iconic retail spaces like Colette in Paris, known for combining streetwear and luxury, and Dover Street Market in London for its eclectic layout. Milan’s Corso Como has also influenced YME’s ability to merge diverse sectors of the fashion industry under one roof.
Strategically located at Karl Johans gate 39, between the Royal Palace and the Parliament, the store embodies inclusivity. “Oslo is often divided by east and west, but our shop is central, designed to attract everyone. Our customers range from fashion-savvy teenagers to adults up to 45 years old,” notes Campelo. Each floor of the store tells a unique story, intertwining Scandinavian culture to build a modern Norwegian identity. “Norse mythology has gained contemporary relevance with shows on platforms like Netflix, encouraging curiosity beyond the stereotypical Viking association,” says Campelo. By weaving history into its space, YME Universe has become both a cultural and educational destination.
Lampoon Review: Design at YME Universe
Norwegian design firm Snøhetta was tasked with incorporating Norse mythology into the store’s design. Known for placing experiential elements at the heart of their creations, Snøhetta has a strong portfolio of libraries and public spaces. “Choosing Norway’s top architecture firm was a no-brainer,” says Campelo.
A standout feature is the 25-meter pinewood frieze representing the convergence of the twelve rivers at Ginnungagap, serving as a symbolic link between the store and the surrounding shopping center. Designed as a multifunctional space, YME encourages cultural exchanges and creative interactions across its various levels.
The Floors of YME Universe and Art Integration
Each floor at YME reflects a distinct element of Norse mythology. The ground floor, housing luxury streetwear and accessories, symbolizes Niflheim with its icy aesthetic of floating shelves and concrete flooring. The second floor, home to womenswear, evokes the earth element through its darker tones, exposed wooden beams, and brick textures. The third floor, initially a menswear section inspired by volcanic ash and atmospheric lighting, has been reimagined as a creative hub. This expansive space now houses YME’s internet team, filmmakers, and photographers.
Beyond retail, YME Universe actively supports the arts, hosting exhibitions and collaborating with both established and emerging artists. Notable Norwegian artists such as Lasse Fløde, Lars Morell, and Maria Pasenau have exhibited their work here. In April 2019, YME teamed up with Broslo for Internet Sucks, an exhibition exploring the digital age’s societal challenges.
Art Partnerships and Capsule Collections
The Internet Sucks exhibition inspired YME’s first capsule collection with an emerging artist. “This year, we’re launching ‘YME Fraction,’ collaborating with nine artists who have been part of our journey since the beginning,” says Campelo. The first project features Berlin-based Norwegian artist Constance Tenvik, whose work merges literature and history into installations and narratives. Her collection launched online and in-store on January 21 at 11:00 CET.
YME emphasizes fair collaboration, offering artists 50% of the profits. “We believe in mutual support. Our goal is to provide a platform for artists to showcase their talent while ensuring they maintain ownership of their work,” Campelo explains.
Shanay Taylor
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