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Mental health awareness shop opens in Avicii Arena where customers pay with emotions

Featured image credit: Avicii Arena

The ‘Break The Silence’ initiative has been unveiled at the Avicii Arena in Stockholm with the aim of raising awareness around young people’s mental health.

Launching today (Thursday) in the Swedish capital, a new shop inside the 15,000-seater venue has opened its doors and is selling exclusive items such as a limited-edition cap designed by artist ANJI.

Instead of paying with money, customers can scan a QR code and answer a few questions focused around their emotional state at that moment. From there, a digital receipt will be sent and the items can be collected.

“This in-venue-store is truly the first of its kind, and we hope it contributes to breaking the stigma around discussing emotions,” said Alexandra Björnsson, project manager at the Tim Bergling Foundation which was behind the arena’s name change in 2021.

“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.”

Tim Bergling, known worldwide as Avicii, was a DJ who died by suicide in 2018. The foundation was established by his family the following year.

Formally the Ericsson Globe, it was renamed as the Avicii Arena to honour the artist with the decision aimed to become a symbol for mental illness prevention.

Break The Silence’s goal is to enhance knowledge and awareness of mental health in young people. The shop opening is said to mark the beginning of several initiatives focused on breaking down the stigma of discussing emotions.

“Learning to express and manage emotions helps children and young people feel better,” Björnsson said.

“Research indicates that the ability to communicate feelings, coupled with positive relationships with adults, is among the most critical protective factors in life against issues like depression and suicide. If you early on learn to articulate emotions it can provide a solid shield for the future.”

During the opening of the store, licensed psychologists and counsellors will be on-site for those seeking assistance. It will also be open on event nights at the arena.