# Illusory Construction Coverings The 'Unboxing Fyrklovern' Hints at What's Coming Soon to Stockholm By Laura McQuarrie | Published 2015-06-06 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/construction-covering References: [creativeguerrillamarketing](http://www.creativeguerrillamarketing.com/advertising/construction-unboxing/) & [erikjohanssonphoto](http://erikjohanssonphoto.com/) Construction covering is most often used to shield the public from danger, debris and noise, but [Stockholm's](https://www.trendhunter.com/trends/fragments) 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](https://www.trendhunter.com/trends/surreal-street-art-1) 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](https://www.trendhunter.com/trends/unboxing-activation) 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. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 81% | Activity: 83% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### What Makes This Trend Stand Out - **Photo-real Illusory Covers:** Creating photo-real illusory covers for construction projects can generate excitement and anticipation before the big reveal. - **Intriguing Construction Concealment:** Approaching construction covering in more intriguing and creative ways can enhance public interest and engagement with ongoing projects. - **Preemptive Building Promotion:** Using creative construction coverings to promote upcoming buildings before they are finished can generate excitement and anticipation in the community. ### Sectors Adopting This - **Construction:** The construction industry can benefit from incorporating photo-real illusory covers to enhance marketing and generate interest in ongoing projects. - **Architecture:** Architectural firms can explore the use of intriguing construction concealment methods to make ongoing projects more visually captivating and engaging for the public. - **Urban Development:** Urban development organizations can leverage preemptive building promotion strategies using creative construction coverings to generate excitement and community involvement in upcoming projects. ## Related on Trend Hunter - [Optical Illusion Replica Artworks](https://www.trendhunter.com/trends/liberty-science-center.md) - [Pixelated Illusion Housing](https://www.trendhunter.com/trends/van-b.md) - [Social Experiment Virtual Apartments](https://www.trendhunter.com/trends/uncanny-spaces.md) - [Paper-Inspired Artful Museums](https://www.trendhunter.com/trends/museum-for-papirkunst.md) - [Imaginative Buildable Magazines](https://www.trendhunter.com/trends/lego-and-wallpaper.md) - [Box-Like Innovative Apartment Designs](https://www.trendhunter.com/trends/innovative-apartment-design.md) - [Interactive Architectural Pavilions](https://www.trendhunter.com/trends/folding-landscape.md) - [Performance-Driven Public Installations](https://www.trendhunter.com/trends/fourth-wall.md) - [Toy Brick-Inspired Studios](https://www.trendhunter.com/trends/curving-block.md)