The Museum of Modern Art in Stockholm wanted a younger audience to discover the Swedish artist Olle Baertling, mostly famous for the work he did back in the 50´s. As they wanted to speak to a younger target group that has limited financial resources we decided to appear in a free fashion magazine – an inexpensive place where you’d not normally expect to find the Museum of Modern Art. The title of the exhibition was “A modern classic” and based on the artist’s typical shapes and colours, we created a clothing collection together with a famous Swedish clothing brand.

A couple of days before the grand opening, the collection was launched through a fashion editorial in a Swedish fashion magazine called Rodeo. A picture from the editorial was on the cover and the editorial covered, in addition to the pictures of the clothing collection, information about the exhibition, the artist and at what shops you could buy the collection.

57 700 visitors came to the exhibition. This is an increase of 78% compared to the same period last year (32 462 visitors). And this despite the fact that the entrance was free last year.