B$Z: Sweden Lands in SoHo: Fjallraven Flagship Opening
November 6, 2013
Fjällräven Flagship Store Opening Event | November 5, 2013
Press Release from Turner PR
Highlights from last night’s celebration of Fjällräven’s North American debut— Sweden landed in SoHo as the heritage outdoor brand celebrated the grand opening of its stateside flagship with a launch event for over 300 VIP guests.
Guests were fully immersed into a Swedish escape with snow-covered indigenous trees, projected film installations and large-scale photography. Film and photography highlights from the brand’s POLAR event, an annual arctic adventure that guides participants by dog-sled from Norway to Sweden, also helped set the experiential scene. Guests enjoyed craft brews courtesy of Houston Hall, and Swedish drinks and bites while DJ Leslie Kirchhoff provided the sounds for the evening, spinning a mix of classic rock and modern alternative tracks.
Attendees were also given an exclusive look at the brand’s Winter 2013 Collection. New designs and classic silhouettes now available at the store include: the iconic Kånken backpack, the Greenland Down Jacket, the cape-inspired Luhkka, the lightweight down Övik Collection for men and women and the Greenland No.1 Special Edition, a limited-edition exclusive to North America.
The Fjällräven Flagship store is now open at 38 Greene Street (at Grand Street).