A smallish, semi-commercial event — one of countless executed with BrittonBritton on commission by various clients over the years — that I’m still much proud of. The Swedish Salvation Army commissioned us to help them elevate awareness and image for the huge second hand concept Myrorna (The Ants), with outlets all over Sweden, especially their clothing department, generally associated with vast warehouses full of cheap, dusty garments and items.
We came up with the idea to create a three-day pop-up store in a shop space under construction in the center of Stockholm’s luxurious fashion district, right among the leading fashion and luxury brands’ flagship stores. Here, we presented three completely different shops and fashion brand concepts, one for each day, offering three completely different fashion lines, with selected garments, accessories and items from Myrorna outlets across Sweden.
The event was a huge success, generating massive publicity. Customers formed a long line outside the shop throughout the three days, starting hours before opening. Sales actually covered the cost of production. The image and brand awareness of Myrorna, before not even considered a brand. was radically elevated.
The year after, we followed up this little smash-hit event with a “couture,” concept advertising campaign Premium Vintage, that truly surprised a marked used to Myrorna being conveived as warehouses for worn rags. The dverting campaign was another great success. We’re especially proud of this event as it was for a very good cause. It was before social media, and long before the hype for vintage fashion which the event helped doubtlessly helped generate.
