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The shopping mall Ringen centrum in the hip area Södermalm in Stockholm wasn’t known of being very hip. The food offering was also poor. AMF Fastigheter wanted to change that by creating a never seen before kind of food court, that boasts kiosks with the names of 10 of Sweden’s culinary stars and an acclaimed pastry chef etched above the takeout windows. An assembly that runs well known restaurants, competes at Bocuse d’Or, creates desserts for the Nobel dinner and represent Sweden in the national chef team. With the aim to serve world-class food, but in a fast food-style at affordable prices. Sounds almost too good to be true. 

The challenge was to create a expression that appealed to the in crowd of Södermalm and most of all to convince them of that star chefs actually are entering the not so highly regarded Ringen centrum shopping mall. It was natural to base the campaign on the chefs. We decided to portrait them as the rock stars they are. Not asking them to wear matching chef coats, but to wear what ever they usually wear and feel comfortable in. This also gave a feel of diversity, all chefs come from different backgrounds and kitchens which means lots of different kinds of food at Teatern in Ringen centrum. The message was well received and Teatern was an instant success and foodie hot spot. Ringen centrums reputation improved and over all sales went up.

My role: Concept development, art direction and design at Projector for AMF Fastigheter.

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