The most large-scale and spectacular of the huge culture and lifestyle extravaganzas that we staged around the world 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 a number of events to various specially invited New York target groups—long fashion, design and art world professionals, press and “influencers,” before the term was 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 sessions, 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!
Unlike other similar events that we presented in Milan, Tokyo, and other cities, Stockholm New York was produced exclusively by us at Stockholm New. Our creative partners included Asplund, Sturehof, Aquavit New York, Diesel Music, Patriksson Communication PR, modeling agencies Mikas and Stockholmsgruppen, CLM Agents, director Jonas Åkerlund, architect Thomas Sandell, fashion brands Anna Holtblad, Pia Wallén, Whyred, Ellegal/illegal and J Lindeberg, among others.
My assistant during the work on Stockholm New York was Jens Grede, just 20 years old at the time. He certainly had his baptism by fire here, pointing with his whole hand to New York’s fashion world and all those people, young but tough as he was. Christina and I are far from surprised that, after spending his first two years with us—via our friend Tyler Brüle in London—he went on to pursue an incredibly successful career as a global fashion entrepreneur, now a long-time resident of Los Angeles. We were in New York together for an extended period for preparations. My god, it was tough—perhaps our toughest endeavor ever, and one of the most successful. Back then, I was in New York a lot, but that’s where I got my fill of the city, which since hasn’t appealed to me the way it used to. As seen in the pic above, I was still wearing a tie on formal occasions at that time, before I wisely decided to skip that accessory entirely. My ten-year period with a buzz cut was hardly a stylistic highlight…
The event was in itself an art, fashion and design exhibition, with a wide range of artworks and 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, preferred. 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 sole producer of Stockholm New York. Our creative partners included Asplund, Sturehof, Aquavit New York, Diesel Music, Patriksson Communication PR, 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, Marimekko, Electrolux, Orrefors Kosta Boda, Rörstrand, Stockholms Auktionsverk, Eton Shirts, Kraft Freia Marabou, and many others (including several .com startups, all defunct in the subsequent first IT crash).
Stockholm New York was also the launch of our Stockholm New No.9 —the New York issue, one of our strongest, most celebrated issues. The much publicized and influential cover feature was mine and Mikael Jansson’s “Ingmar Bergman homage” Marital Scenes, our take on Bergmans Scenes From a Marriage.
AI on Stockholm New York:
“In May 2000, the acclaimed Swedish style and lifestyle publication Stockholm New hosted an epic, multi-day cultural festival titled “Stockholm New York” at The Altman Building in the Chelsea neighborhood of Manhattan.
The Event Concept
The promotional event was designed as a “monster lifestyle extravaganza” to market contemporary Swedish culture directly to America. It brought a massive wave of Scandinavian style to New York City, treating visitors to a highly curated mix of industries.
Key Highlights
Diverse Showcases: The event packed the venue with fashion shows, home decor exhibitions, seminars, receptions, and parties focused heavily on Swedish food, travel, and design.
Famous Faces: High-profile Swedish icons, including pop star Titiyo, were central figures at the Chelsea venue.
Cultural Context: Organized by the magazine’s co-founder Claes Britton, the event served as a major cultural bridge. It captured the era’s booming global infatuation with modern, minimalist Nordic design and lifestyle.”
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