Swedish Style in Tokyo

Lifestyle event, Tokyo, May 1999

Legendary 10-day lifestyle event staged at the Swedish Embassy and various other galleries, shops, clubs and other venues around the Japanese megalopolis. Hosted by Swedish Ambassadress Ewa Kumlin, in collaboration with Stockholm New. The event, which featured a broad array of contemporary Swedish art, fashion, music and gastronomy, attracted major global media and other attention, and came to serve as a model not least in the official branding and marketing of Sweden.