Björn Axén
JoAnn Tan Studio
Design, concept & production
Real trees was used as the
foundation. Hairspray cans and
hairgel tubes was transformed
into beautiful flowers and leafs.
Sturegallerian
Loop design collective
Interior, concept, production,
campaign & styling
We created a flexible and
scalable concept for both public
areas and window displays. We
wanted to enhance the historical
building and create a canvas for the commercial campaigns where the retailers are highlighted.
Summer campaign
photo: Dana Ozallopa
Sturegallerian
Loop design collective
Interior, concept, production,
campaign & styling
Christmas campaign
photo: Dana Ozallopa
Sturegallerian
Loop design collective
Interior, concept, production,
campaign & styling
Summer campaign
photo: Dana Ozallopa
Gant
Workshop
Concept & idea
A specific hero product was highlighted for each decade. Through powerful storytelling each of there product's heritage came alive throughout the whole customer journey starting with the window displays.
Global campaign
"7 Decades 7 Icons"
Tele2 Lab store
Boys don't cry
Development of VM-Strategy, visual support & training of staff during roll out
I supported the well renowned design & concept studio Boys don't cry with
VM-Strategy during the development of Tele2s new store concept. I also held staff training and acted as visual support during the roll out.
The new store concept showed increased customer service satisfaction by 49%.
About
I create visual concepts and environments that shape how brands are experienced — across retail, brand spaces and physical environments.
From idea to execution, I develop experiences that take shape, take space and deliver real impact.
With a strong foundation in retail, I understand what captures attention, builds identity and drives results.
I combine creative instinct with commercial clarity — creating work that stands out, connects and performs.
Bold, expressive and detail-driven. Always with an eye for what makes people stop, engage and most important come back.
Let’s create something that stands out!