Björn Borg to kick off London Fashion Week

Sweden is coming to London tonight when underwear brand Björn Borg transforms Battersea Power Station into a miniature version of its home country complete with a pine forest, snow, hot tubs, a sauna and Swedish sushi.

The event to increase the brands global reach will feature a 4D fashion film directed by award-winning Paris Kain, which will be viewed on a 25x50 metre ‘spray screen’ over the River Thames. The brand will also showcase its autumn/ winter 2012 collection, along with entertainment from Swedish pop star Robyn in an exclusive performance with Coco Sumner.

The film will be viewable from Battersea Bridge, Vauxhall Bridge as well as the south bank of the Thames outside Battersea Power Station, and will be live streamed on MTV.com from 9pm.

“A key element in our growth efforts is edgy branding activities such as this event in London, in one of our most important expanding markets. They strengthen Björn Borg in existing markets and prior to expansion to new ones. Thanks to its stable financial position, Björn Borg can invest long-term in future growth,” said Arthur Engel, CEO of Björn Borg.

Björn Borg products are sold in around 20 markets, of which Sweden and the Netherlands are the largest, for 2012 the brand plans expansion into new markets such as China, as well as a introducing a broadened range of sportswear, global e-commerce and the addition of more Björn Borg stores in Europe.



Image/Video: Björn Borg