Gothenburg's Best Dressed
More about the client
About the Client
Nordstan is Gothenburg’s largest shopping centre and one of the most visited retail destinations in Scandinavia, with more than 30 million visitors every year. Located in the heart of the city, it brings together shops, restaurants, services and experiences in one place, making it a natural meeting point for both locals and visitors.
With a wide mix of well-known brands, local businesses and activities throughout the year, Nordstan plays an important role in Gothenburg’s commercial and social life. Its communication focuses on accessibility, variety and engagement, helping the centre’s many retailers connect with a broad and constantly changing audience.
A more engaged Nordstan
Nordstan wanted to feel more open, welcoming, and inspiring to everyone, while also shifting away from negative media perceptions. The goal was to connect with the people of Gothenburg and show that style and fun can happen anywhere.
Style for everyone
To shift the conversation and make Nordstan feel truly approachable, we put the spotlight on the people of Gothenburg themselves. Instead of awarding the usual “best dressed” celebrity or influencer, the campaign invited anyone to nominate and vote for stylish individuals they admired.
By giving the public the power to nominate and vote, the campaign celebrated real, everyday fashion, encouraged engagement, and positioned Nordstan as a lively, inclusive hub where style and fun is for everyone.
By giving the public the power to nominate and vote, the campaign celebrated real, everyday fashion, encouraged engagement, and positioned Nordstan as a lively, inclusive hub where style and fun is for everyone.
Making it happen
The campaign was more complex than it might seem. It started by inviting the people of Gothenburg to nominate their best dressed, creating a democratic starting point. A jury then selected a final lineup that reflected the city’s style in all its variety.
From there, the finalists were produced into a city-wide outdoor campaign and rolled out across placements throughout Gothenburg. Traditional media had to move at a social media pace. As they took over the streets, voting happened simultaneously on social — connecting channels and keeping the conversation alive throughout.
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