When you travel through a country you always have all manner of gratis paraphernalia thrust before you. Nearly all of it is blatant advertising generally promoting a shop or a venue you’d be better off not frequenting. Every now and then, however, you encounter a rare gem of ‘freebie’.
When in Stockholm that gem of a free print title comes in the guise of department store NK´s in-house publication. Printed in English, the magazine is a mix of catalogue and local guide, with the latter pages of the title’s current issue dedicated to a providing visitors to the city with information on the must visit and must do sights of Stockholm, all framed within the season. Mixed with the high fashion concepts that open the title and make it feel like less of a catalogue and more of a genuine publication, it means that regular visitors to the city have cause to return to NK time and time again.
A preview of a campaign headed for the autumn 2011 edition of the title has been released, and gives you a feel for what you’d encounter were you to head into the store during the new season.
While we can’t show you the magazine‘s culture focused material, we can show you its fashion focused elements. Click on the thumbnails above to browse through NK’s Style Crimes campaign, which features model Sara Blomqvist naturally decked out in the middle-to-high fashion pieces you’ll be able to pick up in the Stockholm department store.
