Hostage Store, Stockholm

Pop-up stores are passe. Hostage stores are more exciting.

Swedish designer Ann Sofie Back (and her ad team We Are Group) have launched this much more outlandish and provocative concept.

Society of the Spectacle report:

The stunt started with videos posted on YouTube showing Back has been kidnapped by a bunch of Anna Wintour look-alikes (the agency in drag – natch) for a crimes against fashion.

Posters (below) then appear on the street. All with the intention to drive people to the Ann-Sofie Back “Hostage Store” (ironically enough, very close to the birthplace of Stockholm Syndrome itself).

The space exhibited the Swedish designer’s current collection, as well as some rejected designs and garments, which provides an insight into her creative processes.

It’s more interesting than yet another pop-up store… Sounds like something Zoltar might have imagined back in the day.