It was a balmy London that welcomed the Scandinavian MAN team last week. Atop The Curtain, where the hotel and member’s club is hosting a lovely patio with an adjacent swimming pool, one could easily mistake Shoreditch for South Beach Miami. Especially during the one hot lunch I and Jonas were sharing with our partners from the paper supplier Arctic Paper.
It was the day of the international launch of Scandinavian MAN issue 2, and our PR agent Adam Shapiro was somewhat worried that the heated weather was going to be discouraging to any visitors who might prioritize a pint in the sunshine over a magazine launch party. But worrying was unnecessary. A few hundred guests gathered in the basement of The Curtain that evening, to experience an event that was a follow-up to our launch in New York six months ago, and consisted of three parts.
First, we had the brand presentations, where we showcased seven Scandinavian menswear brands to the local fashion community: Filippa K, Shamballa Jewels, L’Homme Rouge, Tonsure, Les Deux, Sjöö Sandström and CDLP. Then, we held a symposium on the importance of Building a brand with Scandinavian Values, with representatives from three of the brands (listen here). And finally, we unveiled our traveling exhibition Present Father, featuring photographs of influential Scandinavian men and their children, shot by the talented Peter Gehrke.
Reception could not have been better, and guests included editors from high-profile magazines such as GQ Style, Love, and Another Magazine, as well as the local Scandinavian community and the odd Italian actor. Me and our art director Erik also managed to squeeze in an interview with Monocle 24’s radio show about magazines — The Stack. For me, it was somewhat of a relief to finally introduce the Scandinavian MAN platform to a UK audience, as the market is one of our most important.
The first round of launch events is now done. May has another round of activations, including a few client cocktails and a special evening in our pop-up shop in Stockholm on May 17. After that, we are setting our sights to a major activation during Pitti Uomo in Florence in June. More on this in letters to come…