Last week our PR Team packed up their samples and ventured to Scandinavia to host a series of press days that, we are pleased to say, turned out to be a great success. The Swedish leg of the PR adventure took place in The Attic of The Story Hotel, Stockholm.
The Attic’ doesn’t sound like the most inviting space for journalists and stylists to view a new collection, but the name is misleading. It was undoubtedly one of the best spaces we have used for an event. It was huge, had beautiful photography on the walls, was decked out with exceptionally stylish Scandinavian furniture and even housed a spinning bike. You might be wondering how useful a spinning bike would be in a press day venue, however our Head of PR did put it to use during an early morning workout.
At the back of the room was an oddly positioned door opening onto a creepy staircase that was home to an old fashioned sewing machine. We could almost imagine Rumpelstiltskin living down there too. It’s safe to say we kept the door locked at all times.