When AMF, one of Sweden’s biggest property managers, invited Mjuk Mjuk to be part of their new pilot program for emerging businesses, we jumped at the chance. Using the same process we use for our client work, we sprinted from concept to design to load-in in a matter of weeks. It was important to be lean, but there was also an opportunity to expand the brand and take a big swing.
The obvious question followed, “what if we landed a ‘70s Italian disco beach party in the middle of one of Stockholm’s busiest shopping centers?” That was the brief and that’s what we did. The shop was quickly built like a TV set, the music was pumpin’ and we anticipated the (current) trend in Stockholm for disco-fuelled design in restaurants and retail by a few years. Like the best summer flings, it was super hot and then gone by autumn.
Concept Design & Operation
Achitect: Peter Lundbergh
2. Soft Gelato
3. Brightening Up The Space
4. Sweet Summer Memories
5. The Future is Soft