The 'Unboxing Fyrklovern' Hints at What's Coming Soon to Stockholm

By: Laura McQuarrie - Jun 6, 2015
References: erikjohanssonphoto & creativeguerrillamarketing
Construction covering is most often used to shield the public from danger, debris and noise, but Stockholm's Upplands Väsby wanted to approach the way it concealed a residential building under renovation in a more intriguing way.

In partnership with renowned photographer Erik Johansson, a photo-real illusory cover was created for 'Unboxing Fyrklövern.' Rather than having the public look at a mess of construction, the building was made to look as though it was a giant cardboard box that was slowly being peeled open to reveal the brand new design underneath.

Since buildings under construction don't tend to get the attention they deserve until it's time for the big reveal, this was a smart way for the city to generate excitement about the new building before it was even finished.