Bauer is the newest cool bar in Sodermalm - Stockholm's Soho - opened on February 28th, 2008. Bauer, a former watering hole on Gotgatan's nothern end, has been designed by Dizel & Sate, urban designers known for collaborating with stylish clients, such as H&M, Hugo Boss and Peak Performance. Bauer, a bold and funny place, will probably become the "it" hanging place in Stockholm.
Implications - Collaboration amongst several brands can return dividends for every party involved. By creating a unique experience, brands can reinforce their connection with their consumers in new and meaningful ways. Companies should not be afraid of their competition, but instead, seek out beneficial opportunities by working together.