In February 2023, Fotografiska Stockholm opened their new exhibition In Bloom, featuring 16 photographers exploring and celebrating nature. As a part of the exhibition, we brought nature to Fotografiska’s visitors in more than one way, by constructing a shinrin-yoku inspired room full of trees and plants. Introducing ForRest, where visitors could enjoy the relaxation and health benefits of the forest, without the downsides of the cold Swedish winter.
The room, referred to as Fotografiska ForRest, was open for booking during three exclusive nights through Airbnb, and was the first time Fotografiska Stockholm’s visitors could experience the unique opportunity of sleeping at the museum. Additionally, the room was open to enjoy for visitors during daytime until the end of April. The project got media’s attention all over the world with a total reach of 108 000 000.
We also hosted an influencer event inside the room, where we curated an forest-inspired dining experience for our guests through the talented chefs of Fotografiska’s prestigious restaurant. In addition, we celebrated the launch of the Biophilia forest fragrance, a captivating scent from Fotografiska that drew inspiration from the enchanting essence of the In Bloom exhibition.