Store launch | FrederiksBerg & Aarhus
THE ICON COLLECTION
To mark SOFIE SCHNOOR's 25th anniversary, we launched 25 ICONS: 25 unique styles united in one expression, together capturing the very essence of the brand's DNA. To give them the spotlight they deserve, we cleared both stores of everything else and set them in the very universe that inspired them.
A monochrome universe
Black and white set the stage, while candlelight set the mood. The atmosphere was designed to reflect the core of the brand: raw, intimate and slightly dramatic. The walls carried the campaign imagery featuring Veneda Carter as the face of the collection, shot in the same uncompromising black-and-white aesthetic. Her presence is strong, cool and unmistakable, and it gave the spaces a striking sense of character.
... Rooted in music
Music has always been a major source of inspiration for SOFIE SCHNOOR, and the new wave and post-punk scene of the '80s in particular has left its mark. At the launch, The Cure, Depeche Mode and Joy Division poured from the speakers and set the tone for the entire experience. Dark synths, melancholic guitars and vocals that have shaped generations of style and attitude.
