In February 2017, eclectic fashion label Monki launched a new iteration of their interior concept in a flagship location on Kungsgatan in Gothenburg. Super excited to be back in the brands birthplace, this store exuberates wonder, sparkle and fun! Enter the store under the ever-watching Bug eye. Wander through wavy tentacles of Jellyfish swimming in the Sea of scallops, elevating party tinsel to chandelier status. Climb the magical Spectrum stair up the Ruby mountains, past neon arrows sprung from the City of oil & steel, landing in a vast clearing where the dazzling Disco carousel hovers high up in the Confetti ceiling. Fitting rooms stand amidst the Forgotten forest where shoppers can view their new favorite garments from all angles and lose themselves in reflections; the ultimate selfie setting. The lifestyle assortment is sheltered in the shades of the knobbly trees of the Knotted jungle, arranged on branches of platters, recalling a childhood candy bar. Youthful outfit suggestions hang from newly crafted soft and curvaceous wooden hangers. Mannequins personify the Monkigirl attitude by holding hands, giving peace signs or throwing their hands up in party mode. The store staff embody the individualistic and brave spirit of Monki, while the vibrant and friendly communication guides the way with empowering messages.