Totally Stockholm 1
ROADMAP Peter Steen-Christensen A sleeping concep
t In a new ’sleeping store’ at Norrlandsgatan, they offer everything from sleeping tests to customized beds via sleep accessories like tea and alarm clocks. Sleepacy is the name of the company behind the ambitious new venture. ”With Sleepacy we take a holistic view of sleep, and offer customized solutions. The idea is to create a sleeping destination, a store where we offer advice, consultation, coaching and products in a relaxed atmosphere. From a long-term perspective, we’re looking to creating a ‘sleep movement’, based on the idea that everyone has the right to a good night’s sleep,” says Hanna Tellskog, one of the people behind the Sleepacy initiative. The concept was born at the bed company Hilding Anders, and the ambition is to inspire people to prioritize getting enough sleep and to improve their sleeping health. Sweden is the first country on their map, but Sleepacy will hit Denmark and China later in autumn, before going on with a rollout in the rest of Europe. The store at Norrlandsgatan spans over 245 square metres, and the interiors have been crafted by Sleepacy’s design team in collaboration with architecture firm Skuggan. The whole staff has gone through a sleep coaching course, in order to become experts in the field, equipped to answer all sleep-related questions. Fashion Cocktail The word fashion refers to something with symbolic value, impossible to see or touch. It’s defined by being constantly in a state of change, and is therefore solidly anchored to its time period. In that regard fashion is comparable with other creative forms, like art for instance. And for that reason, both fashion and art have been intimately connected with advertising. Fashion and art combine to create that special aura, and that dreamworld image, that brands seek. The Fashion Cocktail exhibition at Spritmuseum portrays how the fantasy comes to life. Fashion Cocktail showcases a sensational selection from the never-before publicly shown Absolut Fashion collection, which features the results of Absolut Vodka’s ventures into fashion, dating back to 1988. Absolut Fashion was a continuation of the successful Absolut Art project, but based on collaborations with fashion designers instead of artists. World renowned photographers such as Helmut Newton, Herb Ritts and Mario Testino, heavy hitters in the modelling industry like Kate Moss and Naomi Campbell and designers like Manolo Blahnik, Tom Ford, Helmut Lang, Jean-Paul Gaultier and Gianni Versace all took part. As a result, the exhibition showcases clothing, accessories and photographs from some of the world’s foremost fashion designers and photographers. As the pieces were never meant for mass production and distribution, they are often theatrical and ignite fantasy, created for a suggestive dreamworld rather than the practicalities of everyday life. 6 Photo: Jonas Lindström