{"id":2523,"date":"2026-02-22T21:43:03","date_gmt":"2026-02-22T20:43:03","guid":{"rendered":"https:\/\/eolos.se\/?p=2523"},"modified":"2026-02-22T21:43:07","modified_gmt":"2026-02-22T20:43:07","slug":"store-interior-retail-design-stockholm","status":"publish","type":"post","link":"https:\/\/eolos.se\/en\/blogg\/butiksinredning-retail-design-stockholm\/","title":{"rendered":"Retail design in a digital age \u2013 how to design a winning physical store"},"content":{"rendered":"<div class=\"wp-block-columns alignwide is-layout-flex wp-container-core-columns-is-layout-ed97b642 wp-block-columns-is-layout-flex\" style=\"margin-top:0;margin-bottom:0;padding-top:128px;padding-bottom:var(--wp--preset--spacing--70)\">\n<div class=\"wp-block-column is-layout-flow wp-container-core-column-is-layout-22223934 wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column lemmony-sticky is-layout-flow wp-container-core-column-is-layout-f5bb311e wp-block-column-is-layout-flow\" style=\"flex-basis:42%\">\n<div class=\"wp-block-cover is-light lemmony-sticky\" style=\"padding-top:var(--wp--preset--spacing--40)\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-background-color has-background-dim-100 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container is-layout-flow wp-block-cover-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28232c24 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-container-core-column-is-layout-f5bb311e wp-block-column-is-layout-flow\">\n<h5 class=\"wp-block-heading has-small-font-size lemmony-animation\" style=\"font-style:normal;font-weight:600;line-height:1.6;--lemmony-animation-name:lemmonyFadeInUp\">Blog<\/h5>\n\n\n<h2 class=\"wp-block-post-title has-medium-plus-font-size\">Retail design in a digital age \u2013 how to design a winning physical store<\/h2>\n\n\n<p class=\"has-paragraph-color has-text-color has-small-font-size lemmony-animation\" style=\"--lemmony-animation-name:lemmonyFadeInUp\"><strong>Subscribe<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-1026f38c wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group lemmony-animation lemmonyFadeIn has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-7779b08b wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);--lemmony-animation-name:lemmonyFadeIn;animation-delay:var(--lemmony-delay-xsmall)\"><p><div class=\"forminator-ui forminator-custom-form forminator-custom-form-1788 forminator-design--material  forminator_ajax\" data-forminator-render=\"0\" data-form=\"forminator-module-1788\" data-uid=\"69f3a8ab8ddca\"><br\/><\/div><form\r\n\t\t\t\tid=\"forminator-module-1788\"\r\n\t\t\t\tclass=\"forminator-ui forminator-custom-form forminator-custom-form-1788 forminator-design--material  forminator_ajax\"\r\n\t\t\t\tmethod=\"post\"\r\n\t\t\t\tdata-forminator-render=\"0\"\r\n\t\t\t\tdata-form-id=\"1788\"\r\n\t\t\t\t data-color-option=\"theme\" data-design=\"material\" data-grid=\"open\" style=\"display: none;\"\r\n\t\t\t\tdata-uid=\"69f3a8ab8ddca\" action=\"\"\r\n\t\t\t><div role=\"alert\" aria-live=\"polite\" class=\"forminator-response-message forminator-error\" aria-hidden=\"true\"><\/div><div class=\"forminator-row\"><div id=\"name-1\" class=\"forminator-field-name forminator-col forminator-col-6\"><div class=\"forminator-field\"><input type=\"text\" name=\"name-1\" value=\"\" placeholder=\"Name*\" id=\"forminator-field-name-1_69f3a8ab8ddca\" class=\"forminator-input forminator-name--field\" aria-required=\"true\" autocomplete=\"name\" \/><\/div><\/div><div id=\"email-1\" class=\"forminator-field-email forminator-col forminator-col-6\"><div class=\"forminator-field\"><input type=\"email\" name=\"email-1\" value=\"\" placeholder=\"Email address*\" id=\"forminator-field-email-1_69f3a8ab8ddca\" class=\"forminator-input forminator-email--field\" data-required=\"true\" aria-required=\"true\" autocomplete=\"email\" \/><\/div><\/div><\/div><div class=\"forminator-row\" style=\"margin: 0;\"><div id=\"captcha-1\" class=\"forminator-field-captcha  forminator-col-12\"><div class=\"forminator-captcha-left forminator-g-recaptcha recaptcha-invisible\" data-theme=\"light\" data-badge=\"bottomleft\" data-sitekey=\"6LcY54csAAAAAALegveuieDoo37F7_h_up7F6slP\" data-size=\"invisible\"><\/div> <\/div><\/div><input type=\"hidden\" name=\"referer_url\" value=\"\" \/><div class=\"forminator-row forminator-row-last\"><div class=\"forminator-col\"><div class=\"forminator-field\"><button class=\"forminator-button forminator-button-submit\"><span>Subscribe<\/span><span aria-hidden=\"true\"><\/span><\/button><\/div><\/div><\/div><input type=\"hidden\" id=\"forminator_nonce\" name=\"forminator_nonce\" value=\"3d68ced2ba\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/en\/wp-json\/wp\/v2\/posts\/2523\" \/><input type=\"hidden\" name=\"form_id\" value=\"1788\"><input type=\"hidden\" name=\"page_id\" value=\"2523\"><input type=\"hidden\" name=\"form_type\" value=\"default\"><input type=\"hidden\" name=\"current_url\" value=\"https:\/\/eolos.se\/en\/blogg\/butiksinredning-retail-design-stockholm\/\"><input type=\"hidden\" name=\"render_id\" value=\"0\"><input type=\"hidden\" name=\"action\" value=\"forminator_submit_form_custom-forms\"><input type=\"hidden\" name=\"trp-form-language\" value=\"en\"\/><\/form><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0px\"\/>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\" style=\"margin-top:40px\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-tiny-plus-font-size has-custom-font-size wp-element-button\" href=\"https:\/\/eolos.se\/en\/contact\/\" style=\"font-style:normal;font-weight:700\"><strong>Book a free consultation<\/strong><\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-container-core-column-is-layout-0ab540ad wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group is-layout-flow wp-container-core-group-is-layout-9b635ac4 wp-block-group-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" type=\"image\/webp\" src=\"https:\/\/eolos.se\/wp-content\/uploads\/2026\/02\/Butiksinredning-i-en-digital-tid-\u2013-hur-du-designar-en-fysisk-butik-som-vinner-scaled.jpeg\" alt=\"\" class=\"wp-image-2527\"\/><\/figure>\n\n\n\n<p>It&#039;s true that e-commerce has taken market share. It&#039;s also true that physical retail that does the job right not only survives, it wins.<\/p>\n\n\n\n<p>What is on the way out is the mediocre store experience. The store that doesn&#039;t give you anything you can&#039;t get online, that doesn&#039;t offer service, that doesn&#039;t create an environment worth visiting.<\/p>\n\n\n\n<p>The physical store that understands what it can actually deliver and designs to deliver just that, does not compete with e-commerce. It does something e-commerce can never do.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-plus-font-size\">What a physical store can do that a screen never can<\/h2>\n\n\n\n<p>E-commerce has obvious advantages: assortment, price, availability and convenience. A physical store will never win that battle. It&#039;s the wrong battle.<\/p>\n\n\n\n<p>The advantages of the physical store are different.<\/p>\n\n\n\n<p><strong>Sensory experience.<\/strong> Holding the product, feeling the weight and texture, trying on the garment, seeing the color in real light. It&#039;s impossible to replicate digitally and it&#039;s crucial in categories like fashion, furniture, food, beverage and cosmetics.<\/p>\n\n\n\n<p><strong>Immediacy.<\/strong> You take your purchase with you straight away. No delivery time, no returns, no waiting.<\/p>\n\n\n\n<p><strong>Social experience.<\/strong> For many, shopping is a social activity. That&#039;s not something an e-commerce flow can create.<\/p>\n\n\n\n<p><strong>Personal service and advice.<\/strong> A competent store associate who understands the product and understands the customer delivers a shopping experience that is digitally unparalleled. But it requires the store environment to be designed to enable that type of interaction.<\/p>\n\n\n\n<p><strong>Brand experience.<\/strong> A store is the only place where the customer experiences your brand three-dimensionally, with all their senses, in real time. It\u2019s an opportunity that most stores dramatically under-utilize.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-plus-font-size\">Customer flow \u2013 how store design controls the experience without it being noticeable<\/h2>\n\n\n\n<p>What happens when a customer enters a store is not random. It is the result of design decisions: where the entrance is located, what is immediately visible, what draws the eye, where people naturally move.<\/p>\n\n\n\n<p>A well-designed store leads the customer without them noticing. It ensures that the customer passes through relevant product categories. It creates natural stopping points. It places impulse buy products along the paths the customer always takes, towards the checkout, towards the fitting room, towards the warehouse shelf.<\/p>\n\n\n\n<p>A poorly designed store does the opposite: the customer doesn&#039;t know where to go, stops at the entrance, and then moves randomly or leaves. That&#039;s what happens in most stores that have never worked with flow.<\/p>\n\n\n\n<p>In all retail projects, we start with a flow analysis. Given the shape of the premises and entrance location: what is the natural movement pattern? Where are the dead corners? How do we activate them? It&#039;s design on an almost architectural level with direct consequences on the conversion rate.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-plus-font-size\">Exposure as storytelling \u2013 not as warehousing<\/h2>\n\n\n\n<p>The most common mistake in retail design is to treat the store shelf like a warehouse. You fill every inch with product and hope the customer finds what they are looking for.<\/p>\n\n\n\n<p>That&#039;s the wrong logic for a premium experience.<\/p>\n\n\n\n<p>Display in a well-designed store is a story. It creates context for the product. It shows how the product is used, combined and experienced. It gives the product a stage to play on.<\/p>\n\n\n\n<p>This means displaying fewer products, not more. Creating scenes and compositions rather than lines. Counting on whitespace in the store, just like on a good website, to create focus and communicate value.<\/p>\n\n\n\n<p>It doesn&#039;t work for all store concepts. A discount store with a high assortment value needs a different logic. But for the store that wants to charge for experience and brand, it&#039;s the principle that applies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-plus-font-size\">Pop-up and temporary stores \u2013 test the market without committing<\/h2>\n\n\n\n<p>The pop-up format has grown dramatically in recent years. It is a model for new brands testing the market, established brands looking to activate a new destination, and e-commerce companies looking to give their customers a physical experience.<\/p>\n\n\n\n<p>Pop-up design requires a different approach than permanent store interior design.<\/p>\n\n\n\n<p>Time is a factor, installation has to be quick. Logistics is a factor, everything has to be able to be assembled, dismantled and transported. And impact is extra important. A pop-up has no time to build a reputation. It has to make an impression right away.<\/p>\n\n\n\n<p>We have experience in pop-up design and temporary installations in several formats. It is a format that requires great precision in planning and offers great possibilities in execution.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-plus-font-size\">Facade and sign \u2013 marketing that never closes<\/h2>\n\n\n\n<p>The storefront is the point where a passerby either stops or continues. It is on-site marketing 24 hours a day, seven days a week, at no extra cost.<\/p>\n\n\n\n<p>But that marketing requires careful thought.<\/p>\n\n\n\n<p>Signage, lighting, and what is visible through the window all communicate with potential customers who have not yet decided to step in. It is a decision made in a split second.<\/p>\n\n\n\n<p>Window display is a powerful and consistently underutilized tool. A well-made window display creates curiosity, communicates the brand, and gives a reason to come in. Like all other design, it requires a story, not an attempt to pack in as much product as possible.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-plus-font-size\">Light, sound and scent \u2013 the three forgotten dimensions<\/h2>\n\n\n\n<p><strong>Lighting<\/strong> in a store is as important as in a restaurant, maybe more important, for the product to look right. The right lighting elevates the product. The wrong lighting drains it.<\/p>\n\n\n\n<p>Technical aspects of retail lighting are not trivial: color temperature affects how materials are perceived. A fabric, a piece of furniture or a piece of jewelry looks fundamentally different in warm versus cool light. Spotlights on the product versus general lighting provide different focus and hierarchy.<\/p>\n\n\n\n<p><strong>Sound<\/strong> is the next dimension. The level and type of music in a store affects how long customers stay and how much they spend. It&#039;s documented. It&#039;s not about playing nice music, it&#039;s about choosing a sound that matches the brand identity and creates the right pace for the shopping experience.<\/p>\n\n\n\n<p><strong>Fragrance<\/strong> is the element that hits the brain the fastest and stays in the memory the longest. A store with a thoughtful and subtle scent creates stronger brand associations than most other design elements. It is part of the overall sensory design of the place.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-plus-font-size\">Budget and prioritization \u2013 what you actually need to invest<\/h2>\n\n\n\n<p>Store interior design varies dramatically in cost depending on the size, condition and level of ambition of the premises.<\/p>\n\n\n\n<p>But one principle always applies: it&#039;s better to have a small space that&#039;s perfectly thought out than a large space that&#039;s half-baked. It&#039;s not the surface area that converts. It&#039;s the experience.<\/p>\n\n\n\n<p>This means that budget-driven projects don&#039;t necessarily produce worse results. They require stricter prioritization: which elements have the greatest impact? Where is it worth investing more? Where can you cut back without it being noticeable?<\/p>\n\n\n\n<p>These are design decisions that require experience and understanding of how customers actually react to an environment.<\/p>\n\n\n\n<p>Are you planning to open, renovate or expand your store?<\/p>\n\n\n\n<p>Please fill out the form below with your name, email address, and a message about where you are in the process.<\/p>\n\n\n<p><div class=\"forminator-ui forminator-custom-form forminator-custom-form-1873 forminator-design--material  forminator_ajax\" data-forminator-render=\"0\" data-form=\"forminator-module-1873\" data-uid=\"69f3a8ab92c91\"><br\/><\/div><form\r\n\t\t\t\tid=\"forminator-module-1873\"\r\n\t\t\t\tclass=\"forminator-ui forminator-custom-form forminator-custom-form-1873 forminator-design--material  forminator_ajax\"\r\n\t\t\t\tmethod=\"post\"\r\n\t\t\t\tdata-forminator-render=\"0\"\r\n\t\t\t\tdata-form-id=\"1873\"\r\n\t\t\t\t data-color-option=\"theme\" data-design=\"material\" data-grid=\"open\" style=\"display: none;\"\r\n\t\t\t\tdata-uid=\"69f3a8ab92c91\" action=\"\"\r\n\t\t\t><div role=\"alert\" aria-live=\"polite\" class=\"forminator-response-message forminator-error\" aria-hidden=\"true\"><\/div><div class=\"forminator-row\"><div id=\"name-1\" class=\"forminator-field-name forminator-col forminator-col-12\"><div class=\"forminator-field\"><input type=\"text\" name=\"name-1\" value=\"\" placeholder=\"Name*\" id=\"forminator-field-name-1_69f3a8ab92c91\" class=\"forminator-input forminator-name--field\" aria-required=\"true\" autocomplete=\"name\" \/><\/div><\/div><\/div><div class=\"forminator-row\"><div id=\"email-1\" class=\"forminator-field-email forminator-col forminator-col-6\"><div class=\"forminator-field\"><input type=\"email\" name=\"email-1\" value=\"\" placeholder=\"Email address*\" id=\"forminator-field-email-1_69f3a8ab92c91\" class=\"forminator-input forminator-email--field\" data-required=\"true\" aria-required=\"true\" autocomplete=\"email\" \/><\/div><\/div><div id=\"phone-1\" class=\"forminator-field-phone forminator-col forminator-col-6\"><div class=\"forminator-field\"><input type=\"text\" name=\"phone-1\" value=\"\" placeholder=\"Telephone (recommended)\" id=\"forminator-field-phone-1_69f3a8ab92c91\" class=\"forminator-input forminator-field--phone\" data-required=\"\" aria-required=\"false\" autocomplete=\"off\" \/><\/div><\/div><\/div><div class=\"forminator-row\"><div id=\"text-1\" class=\"forminator-field-text forminator-col forminator-col-12\"><div class=\"forminator-field\"><input type=\"text\" name=\"text-1\" value=\"Projektplats\" placeholder=\"\" id=\"forminator-field-text-1_69f3a8ab92c91\" class=\"forminator-input forminator-name--field\" data-required=\"\" \/><\/div><\/div><\/div><div class=\"forminator-row\"><div id=\"textarea-1\" class=\"forminator-field-textarea forminator-col forminator-col-12\"><div class=\"forminator-field\"><textarea name=\"textarea-1\" placeholder=\"Message\" id=\"forminator-field-textarea-1_69f3a8ab92c91\" class=\"forminator-textarea\" rows=\"6\" style=\"--forminator-textarea-min-height:140px;\" ><\/textarea><\/div><\/div><\/div><div class=\"forminator-row\"><div id=\"consent-1\" class=\"forminator-field-consent forminator-col forminator-col-12\"><div class=\"forminator-field\"><label for=\"forminator-field-consent-1_69f3a8ab92c91\" id=\"forminator-field-consent-1_69f3a8ab92c91-label\" class=\"forminator-label\">Consent <span class=\"forminator-required\">*<\/span><\/label><div class=\"forminator-checkbox__wrapper\"><label id=\"forminator-field-consent-1_69f3a8ab92c91__label\" class=\"forminator-checkbox forminator-consent\"><input type=\"checkbox\" name=\"consent-1\" id=\"forminator-field-consent-1_69f3a8ab92c91\" value=\"checked\" aria-labelledby=\"forminator-field-consent-1_69f3a8ab92c91-label\" aria-describedby=\"forminator-field-consent-1_69f3a8ab92c91__description\" data-required=\"true\" aria-required=\"true\" \/><span class=\"forminator-checkbox-box\" aria-hidden=\"true\"><\/span><\/label><div id=\"forminator-field-consent-1_69f3a8ab92c91__description\" class=\"forminator-checkbox__label forminator-consent__label\"><p>I accept <a class=\"underline underline underline-offset-2 decoration-1 decoration-current\/40 hover:decoration-current focus:decoration-current\" href=\"https:\/\/eolos.se\/en\/data-protection\/\">the integrity policy<\/a>. All information is treated confidentially from the first contact.&nbsp;<\/p><\/div><\/div><\/div><\/div><\/div><div class=\"forminator-row\" style=\"margin: 0;\"><div id=\"captcha-1\" class=\"forminator-field-captcha  forminator-col-12\"><div class=\"forminator-captcha-left forminator-g-recaptcha recaptcha-invisible\" data-theme=\"light\" data-badge=\"bottomleft\" data-sitekey=\"6LcY54csAAAAAALegveuieDoo37F7_h_up7F6slP\" data-size=\"invisible\"><\/div> <\/div><\/div><input type=\"hidden\" name=\"referer_url\" value=\"\" \/><div class=\"forminator-row forminator-row-last\"><div class=\"forminator-col\"><div class=\"forminator-field\"><button class=\"forminator-button forminator-button-submit\"><span>Send message<\/span><span aria-hidden=\"true\"><\/span><\/button><\/div><\/div><\/div><input type=\"hidden\" id=\"forminator_nonce\" name=\"forminator_nonce\" value=\"bca4887d23\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/en\/wp-json\/wp\/v2\/posts\/2523\" \/><input type=\"hidden\" name=\"form_id\" value=\"1873\"><input type=\"hidden\" name=\"page_id\" value=\"2523\"><input type=\"hidden\" name=\"form_type\" value=\"default\"><input type=\"hidden\" name=\"current_url\" value=\"https:\/\/eolos.se\/en\/blogg\/butiksinredning-retail-design-stockholm\/\"><input type=\"hidden\" name=\"render_id\" value=\"0\"><input type=\"hidden\" name=\"action\" value=\"forminator_submit_form_custom-forms\"><input type=\"hidden\" name=\"trp-form-language\" value=\"en\"\/><\/form><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Det st\u00e4mmer att e-handeln har tagit marknadsandelar. Det st\u00e4mmer ocks\u00e5 att fysisk handel som g\u00f6r jobbet r\u00e4tt inte bara \u00f6verlever, den vinner. Det som \u00e4r p\u00e5 v\u00e4g ut \u00e4r den medelm\u00e5ttiga butiksupplevelsen. Den butik som inte ger dig n\u00e5got du inte kan f\u00e5 p\u00e5 n\u00e4tet, som inte erbjuder service, som inte skapar en milj\u00f6 v\u00e4rd [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2527,"comment_status":"closed","ping_status":"open","sticky":false,"template":"wp-custom-template-pro","format":"standard","meta":{"iawp_total_views":6,"_vp_format_video_url":"","_vp_image_focal_point":[],"wds_primary_category":0,"footnotes":""},"categories":[57],"tags":[56],"class_list":["post-2523","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogg","tag-blogg"],"_links":{"self":[{"href":"https:\/\/eolos.se\/en\/wp-json\/wp\/v2\/posts\/2523","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/eolos.se\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eolos.se\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eolos.se\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/eolos.se\/en\/wp-json\/wp\/v2\/comments?post=2523"}],"version-history":[{"count":0,"href":"https:\/\/eolos.se\/en\/wp-json\/wp\/v2\/posts\/2523\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/eolos.se\/en\/wp-json\/wp\/v2\/media\/2527"}],"wp:attachment":[{"href":"https:\/\/eolos.se\/en\/wp-json\/wp\/v2\/media?parent=2523"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eolos.se\/en\/wp-json\/wp\/v2\/categories?post=2523"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eolos.se\/en\/wp-json\/wp\/v2\/tags?post=2523"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}