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. 

Tot_1

BLOMM kopiera

Totême, Holiday interior

Tot_Hol_1_2021

Totême, New York

Film

MN AW22 5

MN AW22_1

MN AW22 3

MN AW22 4

Maria Nilsdotter, AW22

JC 1

JC 3

JC_7

JC_6

JC_4

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.

  Fleur_2

Fleur_4

Fleur_1

Mateus, Les Fleus 

Concept and production. Photo: Andy Liffner

ToS Shop-in-shop 4 kopiera

ToS Shop-in-shop 1 kopiera

ToS Shop-in-shop 2

ToS Shop-in-shop 3

Tiger of Sweden, shop-in-shop

04 kopiera

IMG 9182 3 AdobeCreativeCloudExpress

MN Opening 1

MN Opening 2

Maria Nilsdotter, store opening

MN_opening_gif

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

06 Totême Holiday2019

07 Totême Holiday2019

Holiday, Totême

04 Totême Holiday2019

Vitra 1

Vitra_2

Vitra_3

Egg, Vitra

Tiger of Sweden AW20_1

ToS_AW_20_1

ToS_AS_20_2

ToS_AW_20_3

ToS_AW_20_5

AW20, Tiger of Sweden 

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

Les Fleurs 2

Les Fleurs_5

Les Fleurs_4

Les Fleurs_1

Les Fleurs plate 2

Les Fleurs plate 1

Les Fleurs film 1

Les Fleurs film_2

Mateus, Les Fleurs

Window display
Selfridges and Nordiska Kompaniet

01 Giants NK RAY

04 Giants RAY

06 Giants RAY

02 Giants NK RAY

07 Giants RAY

Giants, Tiger of Sweden 

ToS_Giant

Totême T-clutch_2

Totême T-clutch_4

Totême T-clutch_5

Totême T- clutch window

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

02 Tiger of Sweden AW19

03 Tiger of Sweden AW19

05 Tiger of Sweden AW19

04 Tiger of Sweden AW19

Test video

Tiger of Sweden pillars

MN_1

MN_2

MN_3

MN_5

MN_6

Maria Nilsdotter, Pop up 

MN 1

Mateus, Process

Nordiska Galleriet Nutcracker for the holiday season.



NG 1

Nordiska Galleriet, Holiday

NG_1

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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BB_NK_3

BB_NK_4

BB_NK_5

Björn Borg, NK

BB_NK_1

Totême window 2020

Totême, holiday window

Totême_Holiday_2020

Store interior for Aplace 
Stockholm, Sweden


01 APLACE

04 APLACE

07 APLACE

06 APLACE

05 APLACE

APLACE

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