Sweden’s largest shopping centre (and Toolbox Marketing’s creative finery) opens to great acclaim

The movers and shakers of Stockholm have recently embarked on a 5-day party to celebrate the official re-opening of Sweden’s largest shopping centre, SKHLM. Having endured a ten year refurbishment programme, everyone connected to this iconic forty-year-old centre are justifiably enjoying the moment(s) of its public unveiling.

Feedback for the revitalized centre has been enthusiastic – and for its new creative look even more so! Retailer comments for the latter vary from ‘we love the campaign’ and ‘the campaign is very, very good’, ‘we love the campaign and the name SKHLM is so right’, ‘what a good-looking girl on the campaign images – very tasteful!’ to ‘very good new image… the campaign is so trendy and so Stockholm’ – and so on!

Our creative was based around the history of the centre which was first opened in 1968 when the ‘60s were in full swing and fashion was … flying. Having successfully steered shoppers through four decades worth of style, trends and fashion fads, we felt that the centre’s longevity and history should be celebrated. The ‘SKHLM, In Fashion since 1968’ creative campaign, some of which is pictured here, features sixties-styled models in iconic poses and with a background of colours synonymous with the revolutionary decade.

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