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Myrorna i Gucciland: Three-day temporary concept store opened in the heart of Stockholm´s fashion district during the Stockholm Fashion Week in February 2005
Myrorna i Gucciland
("The Ants in Gucciland") Fashion event, Stockholm, February 2005
Temporary concept store for Sweden's Salvation Army’s vintage fashion and furniture chain Myrorna opened in the heart of Stockholm’s fashion district for just three days during Stockholm’s Fashion Week in February 2005. For each new day, a brand new concept, collection, shop interior and brand image was presented. Scenography, props, light, music, scents and other effects were used to create three radically different experiences. A tremendous success that drew a huge crowd, generated astonishing sales and attracted much media attention, not just in Sweden but also internationally.