Prize(s) Honorable Mentions
Lighting Design/Product Company Electric Dreams Ab
Lead Designers Catharina Frankander
Other Designer's names Joel Degermark
Architecture Company Electric Dreams AB
Interior Design Company Electric Dreams AB
Client Nelly NLY
Photo Credits Fredrik Sweger
Other Credits Lighting planner: ITAB, Shop fitting: Wanzl
Completion Date Sep 30th 2023
Project Location Stockholm
Entry DescriptionNelly’s flagship store in Stockholm occupies a listed building designed by Gunnar Asplund in the 1930s. As a landmark of early Swedish functionalism, the building offered both challenges and opportunities in translating Nelly’s digital brand into a physical, three-floor shopping experience.
Our approach was to merge the building's architectural heritage with Nelly’s modern, celebratory spirit. We took inspiration from the original lighting concept, with Asplund's iconic round white globe lights playing a key role in enhancing the flow and atmosphere throughout the store.
The design creates a seamless journey through abstracted party destinations, moving from day to night. Lighting plays a pivotal role in this transformation, as the store takes customers from sunrise to nightlife. Highlights include a lush tree canopy, a waterfall of light, and a stylized ballroom chandelier—all brought to life with light fixtures that act as sculptural elements.
The result is an immersive space where each lighting detail enhances the sense of occasion, ensuring every visit feels like a celebration, whether on a gloomy weekday morning or New Year’s Eve.
Sustainability ApproachWe have consistently selected energy-efficient light sources with long lifespans to minimize our energy consumption. A key aspect of our design is the integration of natural daylight on both the ground and first floors, significantly reducing the need for artificial lighting during the day. We also opted to retain much of the existing tracks and fixtures, ensuring minimal waste. In the historically protected staircase, we carefully restored the original built-in lighting in the store’s display cabinets. Our modular lighting installations are designed for easy maintenance, allowing individual parts to be repaired or upgraded rather than replacing the entire fixture, further contributing to sustainability and cost-efficiency.
