Stockholm New York
Legend multi-creative mega exhibition and event marketing our magazine Stockholm New, Stockholm och Sweden to the New York and global audiences. The Altman Building, Chelsea, New York. 6-9 maj, 2000
The most large-scale and spectacular of the huge culture and lifestyle events/exhibitions that we staged with our magazine Stockholm New in the late 90:s and early 2000:s — a concept of our own invention. For three days and nights, we presented various specially invited New York target groups — fashion, design and art world professionals, press and “influencers,” before the term ws coined. There was a design seminar, a gourmet lunch served by our partners Sturehof from Stockholm and Aquavit in New York, a fashion show, a variety of client events, music and DJ:s, and several cocktail parties, all concluded with a monstrous party for at least a thousand specially invited guests, with live performances by our local Stockholm soul queen Titiyo, Stephen Simmons and koop. Unfortunately, we didn’t think of documenting our events with photography and film properly in those pre social media days. Only a few images survive as seen below!
Read/see much more about or famous Stockholm New events here!
The event was in itself an art, fashion and design exhibition, with a wide range of objects exposed, along with with products and displays by our many sponsoring partners. It was our very own concept of a “live-in” exhibition, featuring a restaurant, several bars, display podiums and lounges on two levels of the building. Guests were welcome to hang out, eat, drink, network and party. Some refused to leave. The lines between exhibition pieces, partner products and give-aways, of which there were many, was somewhat blurred as we like it. The event was highly charged and intense, sometimes almost riotous — again, as we like it. Stockholm New York attracted great publucity, including a full page in The New York Times, not just in New York but also in global fashion and design media. It’s fair to claim that it made a very big impression for Stockholm and Sweden.
Unlike other similar events that we staged in Milan, Tokyo and other cities, Stockholm New was the sould producer of Stockholm New York. Our creative partners included Asplund, Sturehof, Aquavit New York, Diesel Music, Mikas and Stockholmsgruppen model agencies, CLM agents, director Jonas Åkerlund, architect Thomas Sandell, fashion brands Anna Holtblad, Pia Wallén, Whyred, Ellegal/illegal, J Lindeberg, and others.
Our production partners/sponsoring brands and companies, who all displayed their products and services during the event, included Sweden’s Foreign Ministry, the Swedish New York Consulate General, Swedish Institute, VisitSweden, City of Stockholm, Volvo, IKEA, H&M, Absolut Vodka, SAS, Hasselblad, Electrolux, Orrefors Kosta Boda, Rörstrands, Stockholms Auktionsverk, Eton Shirts, Kraft Freia Marabou, and many others.
Stockholm New York was also the launch of or Stockholm New No.9 —the New York issue, one of our strongest, most celebrated issues. The much publicized and influenital cover feature was Mikael Jansson’s and mine “Ingmar Bergman hommage” Marital Scenes, our take on Bergmans Scenes From a Marriage.
