”Coming to Simply Bollocks should not feel like going to a regular store, it will be more like stepping into your friends home and wardrobe," says Nathalie Åkerlund who is the women behind the concept Simply Bullocks which opens on Artillerigatan in Stockholm on March 16.
Here you can buy the clothes in the closet, the furniture you sit on, and the art that hangs on the walls. In the same showroom is Amanda Widell who runs the furniture brand MeliMeli and also art from Gallery Belenius that curates and picks the art on the walls. There will be 3 to 4 shows held per year as well as events and dinners in connection with Simply Bullocks. Niklas Belenius describes the type of art to be displayed as provocative bling-bling. "It's a perfect way to integrate the furniture, the clothes and the art - simply a holistic experience”, concludes Åkerlund.