In 2016, premium shirt maker Eton re-launched the brand with an entirely new concept involving all parts of the company. In the Swedish market, one of the key instalments was a new shop-in-shop at Sweden’s premier department store NK. Eton is well-known for its impeccable business attire but less known for its diverse range of shirts for every given style. We wanted to use the store opening to tell this story and then extend it beyond the physical world, allowing all men to challenge their own style digitally. So the difficult task set out for us was to create a physical installation that then could resonate with digital experience, social media content and PR to the entire men’s fashion community.

The Style Carousel was placed at the entrance of NK as we were certain it was a place where we’d reach many potential Eton customers. The physical installation was available for the duration of one week, but was afterwards amplified digitally allowing men across the world to join for their chance to win a shirt. It spread quickly through social media followed by a world tour in which the physical machine visited conventions, airports and department stores.