Sturegallerian wanted to increase visitor numbers and create buzz among Sweden’s fashion elite.However, the target group wouldn’t be swayed by advertising so a large campaign was not the solution. The idea was to create Sweden's first pop-up store instead. Designers Fifth Avenue Shoe Repair, fashionable and up-and-coming, were the perfect partner.

To reach the hard-to-please target, the news launched on Sweden’s most credible fashion blog, HotSpot, and then spread like wildfire amongst Sweden’s fashionistas.The campaign created unprecedented buzz and a media reach of approx. 9 million, in all prominent fashion media. The second campaign month, visitors increased 37% compared to 2008.

Swedish designers Fifth Avenue Shoe Repair were deemed as the perfect collaboration partner; highly fashionable, credible and still up-and-coming.

To make an impression and match the designs, the store had to be an experience itself; both a fashion and design experiment. Innovative firm Guise designed the new store, using 2.5 km of black seatbelts and in just three days!To reach the hard-to-please target group, news launched on Sweden’s most credible fashion blog, HotSpot and then spread like wildfire amongst Sweden’s fashionistas. Other PR was aimed at fashion media, daily papers and TV.The store opening was set for Stockholm Fashion Week when all industry heavyweights are in town. Sturegallerian hosted the opening party to create media exposure and word-of-mouth. To ensure maximum publicity, the new collection was displayed at the store, something normally reserved for exclusive media.

In-store communication included posters and a calendar counting down the days to the store opening.

Both goals of the promotion were reached, and results were beyond our wildest dreams.From previously hardly being visible at all in fashion press, all prominent Swedish fashion media, including important magazines such as ELLE and Cosmopolitan, as well as Swedish TV, now covered Sturegallerian and the 90 Day Store Experiment. The promotion created an unprecedented buzz in the fashion industry and a media reach of approx. 9 million.In the middle of a global recession Sturegallerian increased the number of visitors significantly. The second month of the three-month campaign the number of visitors in Sturegallerian increased 37%, or by nearly 200 000 visitors, compared to the previous year. The total increase over the campaign period was impressive.