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.