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Stockholm: 365

Press release, 29 April 2009. "A new start with the 365 concept, offering sensations for all senses."

What it announced

On 29 April 2009 the Stockholm bar presented an entirely new décor aimed at triggering every sense at once. The concept was called 365, and it set out to render the passage of a year — 365 days, 12 months, 52 weeks, four seasons — in sound, light, taste and smell, with the seasons visibly succeeding one another inside the room.

The detail

• Smells, light and flavours were keyed to the different seasons and combined so that guests experienced them changing.
• The drinks list followed the same idea: four drinks, one for spring, summer, autumn and winter, created by the drinks expert Erik Olsson.
• Olsson described the constraint that made the job hard — ingredients behave differently in the cold, and everything had to survive being served in an ice glass.
• Astrid Lundquist, head of communication, framed 365 as the real beginning of the bar's new direction, with the previous autumn's Jewellery theme as a preview of it.

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