Client: Ann-Sofie Back
Ann-Sofie Back’s fashion creations provoke feelings – many people assume she’s just making ugly clothes instead of seeing the context and the ideas behind each collection. We came up with the idea of making a joke about this through taking the side of “good taste” by kidnapping Ann-Sofie and getting her to stop making her fashion faux pas.
The temporary store was open for three months. We directed and produced films surrounding the kidnapping, brainwashing and releasing. We also set up installations and produced special merchandise for the store.