British department store Harvey Nichols’ London flagship is partnering with Copenhagen International Fashion Fair (CIFF) on a male-focused installation titled North Wind. The move echoes the transition of the biannual catwalk shows and their attendant trade forums from industry-only events to consumer-facing spectacles (see NYFW S/S 17 Public Brand Experiences and The B2C Retail Trade Show Trend).
It’s the first time a department store has partnered with an industry-only event – short-circuiting the usual trade-to-retail-to-consumer format by bringing 63 Scandinavian brands from fashion, accessories, grooming, art, furniture and food straight to the consumer.
Located in the store’s new concept space, Project 109, it’s split into three stages over three months. The first explores modern Scandinavian male living (Modern Viking, October 7-21), followed by home design (Scandis Behind Closed Doors, October 22 to November 2) and the warm Scandinavian spirit (A Little Hygge for the Holidays, November 3-27). All of the brands have been selected by CIFF founder Kristian W. Andersen, and are not currently stocked by the retailer online or in any of its 15 global stores.
The installation also serves as an incubator of sorts, allowing the department to test its consumers’ appetite for new categories – furniture, lighting and art are not currently stocked at Harvey Nichols stores. See also Beta Brandscapes.
For more on the consumer appetite for greater access to brands’ inner processes and industry knowledge, see Inside, Democratic & Inclusive: New Brand Spaces. See also Next-Level Department Stores and Rise of the Exploratorium.