Case overview
A visual campaign concept developed during my studies at Beckmans College of Design and used by Stockholm Auction House for their annual vintage Fashion & Lifestyle auction.

To attract a younger audience to the world's oldest auction house, we repositioned vintage pieces in a contemporary context — bringing fresh energy to classic luxury items.

Challenge
Stockholm Auction House's vintage auctions typically attracted an older demographic. How could we make vintage fashion and accessories feel relevant and desirable to a younger, style-conscious audience without losing the brand's heritage and prestige?

Outcome
Campaign was used by Stockholms Auktionsverk for their annual vintage auktion 2013
Successfully repositioned vintage auction for younger target audience
Demonstrated how art direction can bridge heritage brands with new demographics
Created campaign concept that "blew a breath of fresh air" into the world's oldest auction house

Credits:
Stylist: Julie von Hofsten | Photographer & DoP: Henrik Halvarsson

Solution
Rather than traditional auction house photography — static product shots on white backgrounds — I developed a concept that placed the vintage pieces in contemporary, lifestyle-driven contexts. By styling the items in modern settings and showing them as wearable, current fashion, we created aspiration and accessibility.

The visual direction balanced respect for the items' history with a fresh, editorial approach that spoke to how younger collectors actually want to experience and wear vintage luxury.

Deliverables
Art Direction
Campaign film
Editorial-style photography featuring vintage fashion and accessories
Auktion catalogue featuring campaign photography
Interior design of the auktion viewing

Created at Beckmans College of design
2013

For inquiries, please contact:

lisa.hageby@gmail.com
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