Design House Stockholm

Exhibition + party, 2017

Concept and art direction of a happening for Swedish design publishers Design House Stockholm. In February 2017, Design House Stockholm was to celebrate its 25 year anniversary during Stockholm Design Week. As a company applauding creativity we wanted to celebrate their work by putting spotlights on other, influential and creative, people.

In a collaboration with Nordiska Kompaniet (NK), the premium department store in the centre of Stockholm, Design House Stockholm got to borrow their main display windows for two weeks, creating a gallery in the heart of Stockholm, open 24/7. We gave these windows to six of Sweden's most influential, and digitally most active, interior stylists, letting them do whatever they wanted to, starting from a given theme. We revealed the windows with a press event during Stockholm Fashion Week and the exhibition lasted for 12 days, throughout the following Stockholm Design Week. During this period the process was documented and distributed over Design House Stockholm's and the contributing stylist's social media channels.

Our ambition was to increase Design House Stockholm's digital following through an analogue happening, and at the same time create content we could use during the year. Three months after Stockholm Design Week, the brand's Instagram had grown by about 30 %.

In collaboration with

Saša Antić, interior styling. 
Tina Hellberg, interior styling.
Amanda Rodriguez, interior styling.
Annaleena Leino, interior styling.
Synnöve Mork, interior styling.
Sara Garanty, interior styling.

Erik Lefvander, photography.
Grand Relations, project management and PR.
Joanntanstudio, set design and production. 

Saša Antić

Amanda Rodriguez

Sara Garanty

Tina Hellberg

Synnöve Mork

Annaleena Leino

Instagram take overs by interior stylists Annaleena Leino, Saša Antić and Amanda Rodriguez during the build of the exhibition.

To celebrate the anniversary a party was held in the atrium of NK during Stockholm Design Week.

In the launch of the 2017 collection, as well as in the Stockholm Furniture Fair stand, we had worked with minimalistic rooms created with white, semitransparent fabrics. We worked with the same theme in the invitations and set design of the event, showing films from the history of Design House Stockholm and the construction of the display windows on up to ten-metre long curtains hanging from the ceiling.