Project: Västermalmsgallerian Shopping Arcade
Client: Familjebostäder in Stockholm
Year: 2002
Brand: Västermalmsgalllerian
Campaign: Launch
Agency: Spirit

Target groups

Ambitious (according to GlobalScan™) people, living in Kungsholmen (a part of Stockholm).


Sweden’s most boring cross roads, S:t Eriksgatan and Fleminggatan, was going to get a shopping arcade for trendy folk. The décor and the combination of shops was aimed at the young and style conscious people with a medium high income.


Launch the brand as an alternative so shopping in the central areas of Stockholm.


I played with the fact that Kungsholmen is an island which one is either in or not in, therefore out. The payoff “the in place is Kungsholmen” clarified the double meaning.


Both number of shoppers and knowledge of the arcade exceeded our wildest expectations.


Brand Strategy, Creative Director, Scripts, Film Director and Radio Director.


TV, radio, the daily press, hoardings and BusStop.



Daily press

Västermalmsgallerian – Annonser (PDF)

TV Commercial