Concept and production. Photo: Andy Liffner

ToS Shop-in-shop 4 kopiera

ToS Shop-in-shop 1 kopiera

ToS Shop-in-shop 2

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Tiger of Sweden, shop-in-shop

Totême, New York

Film

MN AW22 5

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MN AW22 3

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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 

04 kopiera

IMG 9182 3 AdobeCreativeCloudExpress

MN Opening 1

MN Opening 2

Maria Nilsdotter, store opening

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01 Tiger of Sweden SS19 RAY

05 Tiger of Sweden SS19 RAY

03 Tiger of Sweden SS19 RAY

02 Tiger of Sweden SS19 RAY

Makalös, Tiger of Sweden SS 2019

Holiday concept for the Totême store at Biblioteksgatan 5


01 Totême holiday 2019

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Holiday, Totême

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Vitra 1

Vitra_2

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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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Les Fleurs_5

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Les Fleurs plate 2

Les Fleurs plate 1

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Mateus, Les Fleurs

Window display
Selfridges and Nordiska Kompaniet

01 Giants NK RAY

04 Giants RAY

06 Giants RAY

02 Giants NK RAY

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Giants, Tiger of Sweden 

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Totême T-clutch_2

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Totême T-clutch_5

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

000 010 TOTEME JULPYNT 109

ray toteme holiday

Totême, A Winter Tale

6862AFF3-6D55-48A3-9B67-D52E279CD2D6

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/

RAY X AXEL 2

RAY X AXEL 3

RAY X AXEL 4

Marbeled Bed, RAY Atelier X Axel Wannberg

Hermès 2020_2

Hermès, holiday 

Marbeled pillars for Tiger of Sweden 
AW19 campaign

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03 Tiger of Sweden AW19

05 Tiger of Sweden AW19

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Test video

Tiger of Sweden pillars

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Maria Nilsdotter, Pop up 

MN 1

Mateus, Process

Nordiska Galleriet Nutcracker for the holiday season.



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Nordiska Galleriet, Holiday

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01 Tiger of Sweden SS19 RAY-min

03 Tiger of Sweden SS19 RAY-min

04 Tiger of Sweden SS19 RAY-min

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.