Nordiska Galleriet Nutcracker for the holiday season.



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Nordiska Galleriet, Holiday

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Totême, New York

Film

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Maria Nilsdotter, AW22

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Circulose + Jade Cropper

We transformed the store into a volcano like landscape with black mountains and black sand covering the floor. To enhence the 360 experience we added smoke and volcano sounds.

KAYO + The North Face, Inferno

Store installation at the Mateus flagship store. Karlavägen, Stockholm.

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Mateus, Les Fleus 

Concept and production. Photo: Andy Liffner

ToS Shop-in-shop 4 kopiera

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Tiger of Sweden, shop-in-shop

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Maria Nilsdotter, store opening

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Makalös, Tiger of Sweden SS 2019

Holiday concept for the Totême store at Biblioteksgatan 5


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Holiday, Totême

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Egg, Vitra

Tiger of Sweden AW20_1

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AW20, Tiger of Sweden 

Mateus spring campaign, Les Fleurs. Illustration by Amelie Hegardt. Creative direction by RAY Atelier. 

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Mateus, Les Fleurs

Window display
Selfridges and Nordiska Kompaniet

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Giants, Tiger of Sweden 

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Totême T- clutch window

Concept and production.
Totême silhouette tassels decorating the iconic staircase at Biblioteksgatan 5. The tassels are sculpted in wood and lacquered in a high gloss holiday red. 
Miniature mannequins silhouettes wearing mini versions of the holiday evening capsule collection. 

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BLOMM kopiera

Totême, Holiday interior

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Holiday window at Biblioteksgatan 5, Stockholm. Concept and production in collaboration with Totême.
The iconic female silhouette of Totême comes to life every night in a magical 
conservatory in the spirit of the season.
This way, the brand and the product becomes the heroes of our storytelling.
The silhouette is based on distinct cuts, solid craftsmanship and attention to detail. 
The solid craftsmanship behind the window was a strategic choice for marketing.
A reflection of Totême's sense of quality and craftsmanship as a brand.


01 RAY Totême Holiday 2021

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ray toteme holiday

Totême, A Winter Tale

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Highlighting the art and craft of marbling, in a collaboration with cabinet maker Axel Wannberg to create a limited series of Floating bed in hand-painted marbling. The marbled bed is made in a series of 15 and each bed takes 15 hours to paint.

The inspiration behind Marbeled Bed was our common love of craftsmanship and attraction to play with opposites: soft and hard, light and heavy, fake and authentic. We want to praise and elevate the solid craftsmanship in marbling, an art form that has long been considered something ugly and fake. We wanted to show that it is valuable, exclusive and beautiful. In addition, marbling is significantly more durable than marble.

For purchase - https://axelwannberg.com/

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Marbeled Bed, RAY Atelier X Axel Wannberg

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Hermès, holiday 

Marbeled pillars for Tiger of Sweden 
AW19 campaign

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Test video

Tiger of Sweden pillars

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Maria Nilsdotter, Pop up 

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Mateus, Process

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Tiger of Sweden, Alex Foxton

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Björn Borg, NK

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Totême window 2020

Totême, holiday window

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Store interior for Aplace 
Stockholm, Sweden


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Labels for Totême holiday packaging, based on the holiday window display.
Wrapping paper by Totême.