1. New Concession
Concept Store
Project Brief: Launch the new Design House
Stockholm concept for concession at the
biggest department store in Sweden. New
concept focus on making shopping easier for
the customer by telling them about the
product, showing them how to use it and
have easy access stock.
Project Location: Åhléns City department
store; Stockholm
Date: August 2015
Role: Project Manager and Coordinator
Outcome: On going. First 11 days of sales
went up by 34%, to previous year.

2. Elsa Beskow
New Collection
Launch
Project Brief: Launch the new collection by
Catharina Kippel, comprised of artwork by
famous Swedish author and painter Elsa
Beskow
Project Location 1: Formex fair trade show,
Alvsjo, Stockholm
Date: August 2013
Role: Visual Merchandiser and Coordinator
Outcome: With this exhibit, Design House
Stockholm was the most visited stand during
the Formex show
Project Location 2: Åhléns City department
store, Stockholm
Date: May 2014
Role: Project Manager
Outcome: During this launch of the new
motif; Flower Girl, sales figures grew from 162
to 1016 articles, and increase in sales by
+365%

3. Pleece
Collection
Pop-up Shops
Project Brief: Merchandise the concept of the
Pleece collection to Åhléns department
stores, by assembling pop-up shops during
autumn and winter sales
Project Location: Åhléns City department
store; Stockholm, Malmö, Göteborg
Date: November 2009/November 2014
Role: Project Manager and Coordinator
Outcome: This successful popup has featured
in Åhléns department stores for 6 years in a
row. These shops have made the Pleece
collection Design House Stockholm’s best
selling collection, and has opened doors into
other department stores such as KaDeWe,
MoMa and Illums Bolighus. Sales between
2013-2014 more than doubled

4. Åhléns City
Christmas Shop
Project Brief: To build an extended Christmas
shop and increase sales at Sweden’s biggest
department store, without additional costs
for space
Project Location: Åhléns City department
store, Stockholm
Date: 15th October—31st December 2014
Role: Project Manager and Coordinator
Outcome: Articles displayed in Christmas
shop increased by +265%, compared to the
previous year, with no additional rent costs