Opened in the concept space ‘Project 109’ of Harvey Nichols’ Knightsbridge store on the 6th of October, North Wind is an initiative by Copenhagen’s trade show CIFF to introduce products around the lifestyle of the modern Scandinavian male to the prestigious London department store.
The concept includes not only fashion, but also art, gastronomy, design and lifestyle. The pop up breaks with the traditional role of a fashion fair, by offering products directly to the consumer as highly requested these days.
Kristian W. Anderson, the Creative Director of CIFF, commented: “At CIFF, we believe that the consumer is now the driving force behind many trends, often ahead of the professionals in our industry. ‘North Wind’ is a way for us to bring directly to the Harvey Nichols customer both emerging and established design talent, we believe are worthy of their attention.”
Anderson has developed a special 3-phases-model for the seven-week existence of North Wind. The opening phase, taking place from October 6-21, provides products for a closer look on – as they call it – the „modern Viking“, what means to be a Scandinavian man in today’s times and how he dresses.
Phase two running from October 22 to November 2 is all about „Scandis behind closed doors” focusing on homewear and design as part of the Danish identity.
The final phase „A little hygge for the holidays“ from 3-27 November will then be all about the Christmas holidays – and the meaning of „hygge“ to the Scandinavian society. A product range that guides to keeping warmth and comfort in modern times.
The product range is also available to customers worldwide via Harvey Nichols online.