Odd Molly has opened its first own concept store right in the heart of Stockholm. Open for a month on Humlegårdsgatan 13, the 200-sq.-meter retail space comes with a bohemian, feminine yet urban interior. A raw cement floor is contrasted with a golden ceiling and walls and oversized brand mottos written in red appearing inside and on shop windows. A chandelier spreading soft light hangs above a rose circular velvet couch that serves as a display for bestselling and recent collection items. Lingerie, meanwhile, can be found in a separate room with paneling and lacquered doors. Overall, the new retail space caters to all senses. The perfume of flowers and fresh linen is mixed with scents from delights from a famous Swedish bakery and music exclusive to the store by Marcus Bergkvist. “We simply ignored the common rules of interior design, and that’s how our fashion pieces manage to manifest their own beauty,” explains Per Holknekt, Creative Director of Odd Molly. A similar philosophy is applied to Odd Molly’s packaging. “Each purchase will be boxed individually, using dyed and flimsy printed silk and different ribbons. Additionally, a little surprise will be waiting in each pouch,” he adds.

—Julia Giebels