Sweden's Salvation Army takes "Gucciland"

| Feb 20, 2005 | 0 comments

Spectacular BrittonBritton event steals the show at Stockholm's Fashion Week.

BrittonBritton, in collaboration with Art Director Martin Gustafsson, was the creative agency behind the sensational event that stole the show during Stockholm’s Fashion Week in February 2005. Labelled ”Myrorna i Gucciland” (”The Ants in Gucciland”), the event was a highly temporary concept store for Sweden’s Salvation Army’s vintage fashion and interior chain Myrorna. The small shop, located in the heart of Stockholm's fashion district, was open for just three days, each day presenting a brand new collection in a brand new shop interior (the shop was radically revamped each night by a team of set designers and prop stylists). Scenography, architecture, props, lighting, scents, music and other tools were utilised to create entirely new shop experiences for each new day. The event was backed by a magazine advertising campaign – three different ads with three different logotypes! – a campaign website and various other unconventional guerrilla-style marketing.

The fashion themes were:

Day 1: Strictly Business (pin stripe, city attire)

Day 2: Bohemian Rhapsody (fin de siècle decadence and bohemia)

Day 3: Blue Day (denim, country & western crossed with Swedish summer style)

The success of the event widely exceeded everyone’s wildest expectations. A 50 m queue formed outside the shop long before opening at noon each day. The shop was then permanently jammed packed, with queues forming outside the entrance off and on. A total of over 6,000 people were estimated to have visited the 40 square meter shop in the 19.5 hours' total opening time. Sales revenues were nothing short of stunning. The ”Myrorna i Gucciland” event attracted extensive media attention, not just in Sweden but also internationally, though no international PR efforts were made. In several international professional retailing trend reports, it was highlighted as an extremely advanced live experiment in the hot field of ”pop-up retail”.

Sweden's Salvation Army takes "Gucciland"

Comments

Recent news