From anniversary wall to everyday storyteller

The community board was originally created to celebrate Klättermusen’s 50th anniversary through an engaging in-store storytelling experience. The challenge was: how do we build something that can evolve with the brand and keep pulling customers deeper into the Klättermusen world? The answer became a simple piece of equipment that can hold half a century of mountain history today and, yet tomorrow, switch to the next expedition, the next colour drop, or the next run club meet-up.

We designed the Klättermusen story in a way that felt tactile and close-up, not just a printed campaign. We wanted customers to be able to stand in front of it, read field notes, see early product shots, spot details, and feel that the brand has really been out there, in bad weather, for a long time. The proof of the craft. The board needed to handle new product chapters and limited editions, archive spotlights and design details, local events – run clubs, film nights, talks, everyday community news that matters to outdoor people.

So, the board had to be tough, flexible and easy to update.

Simple construction, flexible storytelling

We kept the construction deliberately simple and honest, very much in line with Klättermusen’s stores. Every board is the same height, with two standard widths, so they can be rolled out across different locations and still feel like one family. A pegboard grid forms the backbone, giving flexibility for stories to grow and move over time – postcards, photos, maps, bits of kit – without needing a new fixture every season.

The hardware is kept deliberately quiet: small, unobtrusive clips and hooks that hold paper, card or objects without competing with what’s on display. Larger holes at the top and bottom allow the boards to be suspended or tied together using Klättermusen’s iconic red rope, a small detail that hints at connection between boards, stores, brand and community. On the face, a laser-etched contour pattern taken from Klättermusen’s world offers a subtle nod to the outdoors. The boards are finished in ash veneer to sit naturally with the rest of the store fixtures and supported by two slim metal brackets on the back. Nothing is over-designed, it feels like something you might find in a well-kept gear garage.

From wall space to community space

When the community boards were retrofitted into all 6 current European stores, they quickly became natural gathering points in the stores. Staff use them to walk customers through Klättermusen’s 50-year story and what’s happening now. Because the format is physical and close-up, people slow down and the brand’s “crafted for life” mindset stays visible on the shop floor, not just on the products. By anchoring content in rooted local culture – real places, real people, real weather – the boards connect brand, place and community in a way that feels authentic and also works commercially: more dwell time, more reasons to return, and a clearer line from story to product to investment.

The community boards will now be baked into all future Klattermusen stores.