We gave chef Björn Frantzén the task to interpret fashion from current in-store collections in his own choice of materials. He made four interpretations, one for each new restaurant concept. See execution.

All replicas were made by hand, by a prop designer from an outline of Björn Frantzén. Frantzén chose only ingredients served at the upcoming restaurants. In total, four interpretations were made:

A replica of a Diane von Furstenberg dress was created in lettuce and vegetables in order to represent a new salad bar. The flowery pattern was reproduced using endive leaves and enoki mushrooms.

A Valentino dress was portrayed by using delicacies taken from the afternoon tea menue: macarons, brioches, chocolats, berries, marshmallows and edible flowers.

To introduce the new wine bar, the replica of a Ralph Lauren jacket was built entirely using wine corks, except for a pocket flower made in coppa ham.

Eventually, a Chloé dress was created in cauliflower, shells of scallops and pearl onions to represent the new fine dining restaurant.

The creations were visible in ads of daily papers, online films and in store boards.

Compared to previous campaign in spring 2014, the observation increased by 78 %. The increase of people stating that they got an improved impression of NK as a brand was 120 %.

The goal to stop the down-going trend with losing costumers to the department store were not only fulfilled but also turned into a positive flow of visitors: 2 % more people came, making sales grow by 12 %. All compared to the same dates previous year.

The restaurants were all fully booked on the day of their opening.