Elvine: Creators Inn

Think you've already got it good? Clothing brand Elvine established a "hotel within a hotel" in Stockholm offering free lodging to those of the creative ilk.

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Multi-disciplinary design and communications shop Next Century Modern partnered with Swedish clothing line Elvine to provide free, stylish lodging to creatives folks looking to do creative things in Sweden. Anyone of an artistic bent who plans on a Scandinavian trip in the hopes of fulfilling some creative pursuit is encouraged to register for a stay on the Creators Inn site, where you can also read blog postings about past lodgers.

The agency was looking to highlight the "friendly" side of the brand, and according to NCM co-founder CEO Jesper Larsson, NCM and Elvine developed the concept from the notion "that friends always offer you a place to stay when you visit their city. We thought it fit perfectly with Elvine's brand values, and so did they."

That resulted in the "Creators Inn," which first manifested as a capsule hotel located at the creative collective LAT in Gothenburg, but more recently grew into the "hotel within a hotel" idea pictured here, in which NCM and Elvine fashioned a Creators Inn apartment within Stockholm's Hotel Scandic Malmen. The latter opened on August 1 and will go through September 12 and the Gothenburg capsule hotel will run through 2009. Meanwhile, Elvine and NCM plan to take the project outside of Sweden in 2010.

See more shots of the Creators Inn here.
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Aug 12, 2009
Next Century Modern
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