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    Modern fitness store concept

    Casall is a Swedish company and brand that has been making fitness equipment and clothes for an urban audience for 30 years. They asked TEA for help with a new concept for their stores on Grev Turegatan and in the NK department store in central Stockholm, as well as in Täby shopping centre.

    The concept was completed in 2014 and aimed at profiling the product range more clearly and thereby making Casall even more attractive for the trend-conscious target group.

    Casall’s marketing campaign materials provided the springboard for TEA’s store concept – expressive photos with a focus on fashion – allowing the decor to clearly reflect the clothing collections and their functionality, directly in the stores.

    Strong seasonal images act as the backdrop to a silver-lacquered hanging system made of untreated material, with bright yellow details giving an energetic kick of colour. Together, the campaign photos and the hanging system create a neutral background that cleverly profiles Casall’s bright clothes and modern equipment.

    Stockholm, 2014.