AMF Fastigheter - MOOD Stockholm
International marketing communications and lead-agency role for the launch of MOOD Stockholm - a boutique retail destination owned by AMF Fastigheter that generated €1.7m in media value to opening.
- Location
- Stockholm, Sweden
- Region
- Europe
- Sector
- destinations retail
- Services
- Creative Studio, Branding & Identity · Leasing & Launch Marketing · PR & Thought Leadership · Strategic Communications
MOOD Stockholm is the retail redevelopment of the former H&M HQ building in downtown Stockholm, opened in March 2012. Comprising 10,400 sq m (111,945 sq ft) of good to upper-quality retail boutiques anchored by four Michelin-star quality restaurants, it was conceived as a boutique, unique retail destination for the city. Innesco was appointed in 2010, when the brand positioning had not yet been determined and construction had only just started, to provide specialist international marketing communications consultancy.
A new boutique destination in a mature European capital had to be defined, positioned and launched simultaneously - convincing the right retailers to commit during construction, and the right international media to take an interest in a Swedish scheme. Owner AMF Fastigheter and its senior team needed both a coherent narrative for MOOD and a credible international platform for themselves as Swedish retail and property market experts.
- Appointed in 2010 as specialist international marketing communications consultancy when brand positioning was undefined and construction had only just begun
- Coordinated internal and external communications about the project, with particular focus on retailers and international journalists across the leasing and pre-opening phases
- Grew the role to become lead agency over two Stockholm agencies by the time of the opening in March 2012, owning the international communications strategy
- Built and ran the international media programme across UK, European and global trade and business titles - sustaining narrative momentum in the 12 months running into launch
- Profiled the senior team at AMF Fastigheter - Karolin Forsling and Mats Hederos - as Swedish retail and property market experts via interviews, commentary and event presence
- Delivered a measurable cuttings book documenting coverage and media value across 12+ core European and international markets
The results.
- Total media value generated up to April 2012 of €1.7 million (cuttings book available)
- Featured in all key market-leading trade and business publications across more than 12 core European and international markets
- MOOD Stockholm successfully launched in March 2012 as a boutique, anchored retail destination in downtown Stockholm
- Senior team at AMF Fastigheter - Karolin Forsling and Mats Hederos - established internationally as Swedish retail and property market experts
- Lead-agency status secured over two Stockholm agencies through the strength of the international programme
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