Photography: Viktor Sjödin

Situated between the roaring Baltic Sea and the fabled plains of Stora Alvaret on the island of Öland, Sweden, JOYLAND is a joint pop-up venture between SLAM JAM and acclaimed Stockholm designer Fredrik Paulsen’s interior brand JOY OBJECTS. 

Reminiscent of a run-down Prada Marfa, the JOY x Slam Jam Summer Pop-Up is open until August 9th in a decommissioned gas station in the idyllic village of Näsby on Öland, Sweden’s favourite summer hang-out. In Sweden, a lanthandel is where people in rural areas go to buy their groceries and other necessities. JOYLAND is a lanthandel of good vibes: a mini-emporio in the middle of almost nowhere, carrying a sunny selection of furniture, fashion and furry objects. 

Continually restocked and open all hours, JOYLAND is a self-service countryside boutique with an ingenious access system. To enter the shop, visitors are asked to text or call a number. They will then receive a code which opens the door. The stock will be updated throughout July and August. Highlights include JOY’s Chair One, Bench One, Storage One and carefully curated SLAM JAM goods: t-shirts, beach bags, mascots and more.

All products are for sale, with most available in-store. Pay and pick-up, JOY & Slam Jam trust their customers. 

Welcome to JOYLAND.

Open all hours July 14th-August 9th, Näsby, Öland. [Hyper link “Näsby, Öland” to Google Map coordinates (56.2462438, 16.4676630)]