From Digital Darling to Iconic Physical Destination

With a focus on party dresses and heels, Nelly is a fashion destination for outgoing young women. Since its inception in 2004, the company has evolved into one of the most well-known and beloved digital players in the Nordic fashion industry. In fall 2023, it was time for Nelly to take the step of launching its first physical store to strengthen its brand and meet customers on three floors at the best address in Stockholm.

The canvas for Nelly’s next chapter is a timeless architectural gem, once home to one of the first modern department stores in Sweden, crafted by the visionary Gunnar Asplund in 1934-35. The mission was to translate Nelly's brand into an inspiring retail experience while respecting the venue's history. Embracing this heritage, we embarked on a creative odyssey to reimagine Nelly's ethos within the walls of this listed building.

Regardless of whether it's day or night, a rainy Tuesday morning, or New Year's Eve, every moment is a celebration for Nelly's customers. Step inside and immerse yourself in a world where every moment is a celebration. From the first glimmer of dawn to the pulsating energy of midnight, Nelly's customers are transported through a kaleidoscope of party experiences. They are offered a fascinating journey through abstracted party moments ranging from the first glimmering rays of dawn and daytime parties on the streets of Stockholm to basking in the sunshine on vacation, relaxing picnics in the park, exclusive champagne lounges, vibrant nightclubs, and intimate party tents. The store spans three floors, each meticulously designed to captivate and inspire. As you ascend to the upper levels, the ambiance shifts, inviting moments of quiet reflection and communal interaction.

Lighting plays an integral part of the narrative. To bridge the present with the past, we drew inspiration from Asplund's old Bredenbergs department store, whose original lighting consistently featured round white globes. One of these even remains in the ceiling outside the entrance. We preserved this heritage and used it as a primary building block to create our imaginary party destinations. The brightness sets the mood, and the fixtures act as scenic elements, such as cascading waterfalls, rising champagne bubbles, and a stylized tree. The top floor of the store has subdued lighting with space for fitting rooms, relaxation, and socializing. At the entrance to the fitting rooms, there is a spot with an illusion of an infinite circular room, created through the interplay of mirrors and light, inviting communication with the world outside.