Grev Ture

PRESS Filippa K introduces an entirely new store concept in Stockholm – in the very same location of its first store 10 years ago. This the most ambitious Filippa K store concept to date and will set the trend for its other stores across Europe.

The new store concept is a carefully staged full fashion experience, with various themes, rooms, products and compelling special details. Designed by AARO Arktiekter, the 400 m2 space plays with contrasting floor designs, materials and lighting to create a unique and transforming ambience that is at once intensely expressive and peacefully inspiring.

Among the many flexible design solutions are glowing tables and colour-shifting light walls, as well as specially designed concept rooms for basics, fashion and festive clothes, as well as shoes and accessories. Each theme room has its own marquee style, such as gold mosaic in the women’s party attire room and sensual woods in the special room for shoes, bags and accessories, giving it a slightly softer ambience in contrast to the classically sober black and white Corian and plexiglass of the men’s department.

In addition to the entire Filippa K collection of clothes, shoes and assecories, the store will also offer a specially selected range of inspirational books, interior design items, watches, gadgets and other handpicked products that fit the various themes. The espresso machine and the DJ turntables are other defining details that add another dimension to a shopping experience far beyond the ordinary.

”This is a truly new kind of store. A unique customer experience that breathes Filippa K to the very last detail. We start out in Stockholm, but this sets the ambition also for our international stores.” says Anders Wiberg, Managing Director.

Tonight’s spectacular opening party comes exactly 10 years after Filippa K opened its first store in the very same location on trendy Grev Turegatan in Stockholm.

”Filippa K has travelled the world, but our heart and soul remain in Sweden. It’s a true joy to introduce our newest and most sophisticated store concept right here where it all began.” says Filippa Knutsson, Creative Director.