Living in Sweden

Living in Sweden - Lifestyle event, Milan, April 1998

Five-day extravaganza staged in Giorgio Armani's old showroom on Via Borgonuovo in the heart of Milan's fashion district during the furniture fair in April 1998, featuring the best of contemporary Swedish design, fashion, music, food & drink and partying. The event attracted massive global attention and came to serve as a model and trendsetter for a brand new kind of ”lifestyle event”, not just in Sweden but around the world. Hosted by Stockholm New in collaboration with Asplund, cbi, Box, David design, Sturehof, ellegal/illegal and Diesel Music.