Myrorna i Gucciland (The Ants in Gucci Land). Three-day pop-up brand store event for the Salvation Army’s second hand clothing and utensil service Myrorna (The Ants). Stockholm
11-14 March, 2004
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 departments, 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 many 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. Custumers formed a long line outside the shop throughout the three days. Sales actually covered the cost of production. The image and awareness of Myrorna, and the image of the concept, before not even considered a brand. The year after, we followed up this little smash-hit event with a “couture,” concept advertising campaign “Premium Vintage,” another great success. We’re especially proud of this eent as it was for a very good cause, and considering it was before social media, and long before the hype for vintage fashion which the event helped start.
Moderna Museet, Pontus Hultén symposium, XX November 2022. Claes Britton in conversation with Jean-Hubert Martin. 27 minutes into video.
Pontus Hultén discussion with Jean-Hubert Martin, Moderna Museet, Stockholm, 2022
Pontus Hultén 2-day symposium. Panel discussion Claes Britton, Jean-Hubert Martin, Gitte Ørskou and others. XX November, 2022. 47 minutes into video.
Samtal Claes Britton och Johan Celsing om Peter Celsing och Kulturhuset. I samband med nyinvigningen av Kulturhuset, 19 september, 2020.