SweetNSour Magazine


Avicii Arena Launches “Pay with Emotions” Model for Merchandise Transactions

Sweden’s Avicii Arena is breaking new ground at the intersection of music, merchandise, and mental health awareness with its innovative “Pay with Emotions” model. As part of the “Break The Silence” campaign, the arena is introducing a unique store where customers can purchase exclusive merchandise using their emotions as currency.

In a bid to spotlight the importance of young people’s mental health, visitors to the Avicii Arena can scan a QR code and complete a survey about their current emotional state. The survey serves as a form of currency, allowing customers to acquire exclusive items. A digital receipt confirms the transaction, and customers can collect their merchandise.


The initiative is a tribute to the late Avicii, who tragically passed away in 2018. The Avicii Arena aims to create an inclusive atmosphere where discussing emotions and mental health is encouraged, contributing to breaking the stigma around these topics.

Licensed psychologists and counselors will be available onsite during the launch, providing support and assistance to those in need. The initiative aligns with the mission of the Tim Bergling Foundation to promote mental health awareness and support.

The Avicii Arena will also host the second Avicii tribute concert, “Together For A Better Day,” on December 6th, 2023, further emphasizing its commitment to mental health advocacy.