Parts Creative portfolio

MAXIMALISM
Parts Creative Lookbook vol.1

Produced by Parts Creative, Stockholm Sweden
All copy and design by Parts Creative
© Parts Creative 2010

“Creativity is a mental process involving the
generation of new ideas or concepts, or new asso-
ciations between existing ideas or concepts. From a
scientific point of view,the products of creative thought
are usually considered to have both originality and
appropriateness. An alternative, more everyday
conception of creativity is that it is simply the act of
making something new”
Wikipedia

Preface
nnnnnkwhdqwd
“Magic of creation”
Some time ago I published a selection of photos on a web community showing people from vari-
ous of my previous projects. An over exited friend commented that they were an unique collection
of pictures and that I had to publish them.
I started my career as an artist and ended up doing untraditional marketing and producing
concepts for restaurant and life style companies as a freelance consultant under the name Parts
Creative. But the essential inspiration for all my projects has always been the same, whether I’ve
been painting or producing restaurant conceps; the exiting force of creativity and the world of the
imagination, a universe where nothing is impossible and everything is possible. Creativity is the
unlimited force of giving birth to new ideas and to see these grow and evolve and step into the
daylight of reality, to meet and interact with people has always been my passion and drive.
This addiction for change and new challenges has resulted in a countless numbers of funny and
interesting ideas and projects.
So eventually I listened to my friend and put together this portfolio, a chaotic mix (ignoring every
esthetic theory) of pictures of previous and new projects, people, friends and customers, and then
some more friends. Well, in the end it is all about people, isn’t it?
Prepare to be dazzled / Patric Andersson aka Parts Creative.

1

”When you ask executives where they expect to find
their most sustainable competitive advantage, what
do they answer? Innovation. Because the truth is,
innovation lies at the heart of both better design
and better business. It magnifies drive inside every
organization”
Marty Neumeier

Parts Creative
“Make things happen”
Parts creative is an idea & innovation agency that invents and reinvents business concepts and integrated social
platforms for companies that wants to connect and activate their brand with people within the popular culture.

People are slowly moving into a new social media market space and companies have to follow. Parts creates,
communicates and activates brands by collaborating and engaging with influencer´s and lead users in an
integrated real life and virtual environment experience.

Parts has, by connecting people with brands, increased business for more than 50 million Euro and attracted
more than one million visitors to its on and offline activities.

Parts Creative is Communication solutions for fashion, music, media,
beverage and entertainment businesses
specialized in the
following services Activities for all lifestyle related businesses with focus
on modern gifted people

Concepts for cafés, restaurants, bars, nightclubs and
other related lifestyle businesses

Leading companies are losing the power to dictate
the communications agenda, new rules are required
to radically reinvent how they interact and relate to
customers. Connected marketing, the collected name
for word of mouth, buzz and viral marketing, uses
pre-existing social networks with high social net-
working potential (SNP) to produce increasing brand
awareness among the opinionleaders. This method
creates superior customer engagement (CE) and
provides new guidelines and opportunities for the
development of lifestyle brands and businesses.

Communication solutions
“Make them want you”
Parts communication strategy is not about selling, it is about making friends. Brands are not built, they grow as
people start to believe in them.
Today’s interactive market space is fundamentally changing how people and brands relate and interact with
each other. Today it is less important what the company promises through traditional advertising and more
relevant how customers relate and respond to the brand and communicate amongst themselves. Customers
and networks talk back and with this new perspective, the brand’s communication strategies have to adopt new
a participation principles: listen, entertain, educate and connect, rather than offering business transactions and
proposals.
Parts produces simple, intelligent relationship marketing solutions for brands to connect and engage with
influencer´s that constitute 10% of the population, but that intends to shape the opinions and purchase patterns
of the following 90%. It is Parts’s belief that the brand influencer´s not are a part of the market but a part of a
consumer centric communication strategy. These modern and independent people only act upon their own be-
liefs and categorically reject old school advertising. By sharing core values and collaborate with this dynamical
group across multiple social platforms, the brand develops business aggregators that will missionary the brand
values face to faces, heart to hearts.

Parts is specialized at: Connected marketing, social media, viral marketing, community management, virtual
events, buzz marketing, social CRM , new PR, new media planning and social media training for companies that
need to upgrade their communication profile and to tap into new markets to sustain progress and profit.

5

New Order By Vladimir Rodjenko DJ: Daniel Savio

Message People™
Task: Social media marketing agency Objective: To help life-
style companies tap into the new social media channels Cli-
ent: Own communication agency Year: Present Art & Creative
direction: Patric Andersson, Parts Creative Web: www.mes-
sagepeople.se

Solution: The number of people that are participating in
conversations across social platforms online worldwide is
increasing exponentially. Instead of listening to companies’s
value propositions, people are turning to each other for
advice. Customers opinions are shaping the brands more than
the brands are shaping the market.
Social media is NOT about defining your market in a new
channel, it’s about earning the trust by listening, learning and
participating in a conversation with people within the compa-
ny’s targeted community.
Message People produces comprehensive functional solu-
tions for brands to integrate their marketing strategy with this
new social media environment to access the rapidly evolving

COMMUNICTION SOLUTION
digital marketplace.
Message People also, using consumer centric innovation
processes identifies and develops possibilities to involve
people in the business and product development by allowing
lead users to collaborate and interact directly, understanding
that the best ideas can come from anywhere.

OUT SOON IN A BOOKSTOORE NEAR YOU. 7

POP-COM method #3:
Action Fashion: Different tal-
ented designers with credibility
within the targeted group create
a t-shirt collection with beautiful
illustrations and subtile integrated
brand messages. The t-shirts are
given away to cool people to wear
around town.
Like walking billboards, this guer-
rilla marketing campaign gives
designers credibility, the brand
gets exposure and hip people get
something cool to wear - hat trick
idea!

Popcommunication
Task: Guerilla marketing/street promotion solution Objective:
To reach customer with new innovative branding and market-
ing solutions Client: Parts Creative’s own communication so-
lution Year: In progress Creative direction: Patric Andersson,
Parts Creative T-shirt design: Lars Hansson/Johan Thures-
son/Planet Creative /Parts Creative

ggggg
Solution: We asked ourselves, if you walk around town,
where do you look? On billboards with classical adver-
tising or at charismatic people you meet in the street?
POP Communication is Parts’s own guerrilla marketing/
street promotion tool.
POP COM is the concept of connecting people trough unex-
pected and unconventional methods measured by creativity,
humor and humanity. POP COM are solutions out of the box,
identifying new territories and areas to involve customers in
creative off guard brand experiences. POP COM makes the
streets and official spaces into a scene, a gallery or an interac-
tive platform for the brand to perform and entertain its audi-

ence. This is “under the radar” marketing that people want
and it creates legitimate reasons for the brand to connect with
people within its trusted network.

Elsa Sylvan, Elle “model of the year 08” for Sthlm Speedway 9

New Order By Vladimir Rodjenko DJ: Jacob Grandin

Buzz Boys™
Task: Communication solution, buzz, seeding trial campaign
Objective: To develop a tool for companies to connect with
opinionleaders and make them into loyal brand advocates.
Client: Own communication solution Year: In progress Cre-
ative direction: Patric Andersson/Parts Creative

ggggg
Solution: Buzz is big business. Consultancy firm Mc-
Kinsey & Co estimates that two thirds of the economy is
driven by word of mouth. WOM is the method that exploits the
connectivity between people as a marketing media to drive busi-
ness growth. An Interesting purchase pattern is that traditional
advertising generates at 15% in positive return, while WOM
generates 76%. Award winning ads don’t necessarily mean
great sales.
Buzz Buys™ is Parts own communication tool. A very exclu-
sive group selected by Parts gets products before any body
else. This seeding trial makes opinion leaders into an army
of powerful brand evangelists. This is an effective launch ac-
celerator strategy that can enhance sales by 10%-30% and

at the same time it generate tremendous amount of goodwill.
Buzz Buys enables the company to collaborate with the 10%

It’s all about
opinion leaders that intend to shape the opinions and
purchases patterns for the following 90%.

people!
Elsa Hosk, Elle “model of the year 08” for Stockholm Speedway 11

Belladonna Trackers
Task: Communication concept Objective: To activate fashion
brands within the blogosphere using the rebellious motorcycle
culture Client: Various afilliate advertisers Year: In progress
Art & Creative direction: Patric Andersson, Parts Creative
Web: http://belladonna-trackers.blogspot.com/

ggggg
Solution: Belladonna is indeterminate. Some would say that
BDT is a collective of artists, musicians, dancers, party people,
thinkers, creative minds, etc. Others would say that they are
only the frivolous who initiative frivolity. That’s fine too. BDT
would like to think that they serve as an outlet for creative
minds dedicated to the preservation of all things important to
them. They would also like to think that what they are doing,
is the only things they are doing, which is just that: the act of
doing. A little bit too general? Maybe. Not specific enough?
Sure. But they are no different than you, or anybody else. And
just like you and everybody else in the world, rather than trying
to define ourselves to a precision, BDT would rather just do
things to keep moving, because they would rather be victims

of their own charade, than being fools who don’t do anything
at all. BDT is not hype, not now, not then, not best, not high,
not low, not juicy, not street, not scene, not punk, not rock, not
rich, not poor, just Belladonna.
Today BDT is Sweden’s biggest MC-lifestyle blog with over
50 000 unique visitors from more than 60 countries and serve
as an important link between several companies and their
community.

Elsa Hosk, Elle “model of the year 08” for Stockholm Speedway 13

New Order By Vladimir Rodjenko DJ: Kim Kong

Knivsöder ™
Task: Online design store Objective: To explore new technol-
ogy to make business Client: Own business Year: Present
Art & Creative direction: Patric Andersson, Parts Creative,
Nathalie Hedin Web: www.knivsoder.com

ggggg
Solution: The new digital Eco system creates unlimited glob-
al business possibilities. Knivsöder is the concept to exploit
sophisticated technology and networking capabilities to con-
nect lifestyle brands with the creative people of Stockholm.
The creative resources of the small hip neighborhood
Knivsöder (Knife south) in Stockholm will be introduced to a
global market at the end of 2010. This long-tail creation of new
markets is the future of independent small niched businesses.
With cloud computing applications, software as service (SAS),
affiliate solutions and social media, small businesses can go to
the market with a very limited economical resource.
Today Knivsöder is a picture blog serving people with
inspiration and ideas. To quote the great thinker and speaker
Chris Anderson “give one value away to create a demand for

another”.

15

C o l l e c t i o n

This furniture group was designed and built by Parts Creative for the club concept PST!

Restaurant In
Task: Restaurant interior and brand identity Objective: To
produce a health restaurant design and brand identity Client:
Alvar Reichwald Year: -07 Creative direction: Patric Andersson,
Parts Creative Art direction: Freddes Planet Food Concept:
Henrik Ryman Interior design: Patric Andersson, Parts Creative/
P2 Restaurant-service

Solution: The GI diet is the result of a new health conscious-
ness. Today’s major issues are the global warming as well as
weight control programs.
Parts Creative’s idea for this new health restaurant was to
create a design program with a feeling of nature’s simplic-
Logotyp ity and freshness. With a short and easy name (that feels a
bit like GI), and clean forms and light colors IN is one of the
first restaurants in Stockholm within this new trend. Today IN
is serving hundreds of low calorie and ecological lunches to
health hunting humans, and the idea is to franchise this con-

COMMUNICTION SOLUTION CON-
Färger
cept around Sweden.
Pantone 375 U C 20 C 0
C 41 M 20 M0
M0 Y 20 Y 0
Y 78 K 100 K 0
K 0

Typografi Rubrik

Brödtext

Mönster/grafiska element

17
Mönster-bård

Magic Spirit
Task: Product name and brand identity Objective: To produce
a brand identity and communication strategy for the energy drink
Magic’s new alco breezer Client: Magic, Mathias Von Gegerfelt
Year: -06 Creative direction: Patric Andersson, Parts Creative

Solutions: Magic is the only energy drink made out of natural
ingredients. This was Parts’s inspiration when the pitch was
developed for Magic’s new alco breezer. Parts’s idea was to
capture the spirit when man reconnects with nature. A series
of pictures were presented; a man in a boat with a full spin-
naker sail against a clear sky, a man on the top of the moun-
tain hill with his hands raised up. The name ”MAGIC SPIRIT”
and the payoff “Gets you there” was invented to symbolize the
sensation the consumer would experience drinking this new
Swedish alco breezer.

1. Magic SPIRIT Blue, – Etikett, krage och kapsyl 2. Magic SPIRIT Red – Etikett, krage och kapsyl
Variant 1 – Transparant etikett, drycken syns i texten SPIRIT. Variant 1 – Transparant etikett, drycken syns i texten SPIRIT.

Observera att färgåtergivningen inte överenstämmer med verkligheten eftersom den varierar mellan olika skärmar och skrivare.
© 2006 – Lah / Pop Communication. All rights reserved.

YOU!
Task: Event, DVD and book production Objective: To create
a relationship between lifestyle companies and the creative
people in Stockholm Client: Various partners Year: In prog-
ress Creative direction: Patric Andersson, Parts Creative Art
direction: Lars Hansson

Solution: YOU´s ambition is to create an interaction between
lifestyle businesses and the creative crowd of Sweden. YOU
are searching for the work by talented creative people within
the fields of design, music, photography and fashion. All con-
tributions should be selected and compilated in a booklet and
on a DVD, that will be sold or given away in stores and other
places around Sweden. At the same time, the selected work
will be exhibited at a yearly creative fair on a hip location in
Stockholm.
This is a new platform for creative people to show off their
work, and a brilliant way for lifestyle companies to interact.

19

New Order By Vladimir Rodjenko DJ: Basutbudet

Party Pack ™
Task: Communication concept Objective: To coordinate the
myriad of flyers and Stockholm’s party info into one package
and create a forum for the subcultures of Stockholm’s clubbers
Client: Parts Creative’s own communication solution Year: In
progress Creative direction: Patric Andersson, Parts Creative
Art direction: Joel Brosjö/Lars Hansson

Solution: London’s flyer culture served as an inspiration for
Party Pack. This solution is to distribute small packages filled
with flyers with information about different nightlife activities,
to trendy shops and cafés around the city. Along with the
invitations and flyers, companies are invited to advertise. Party
Pack will also create a web community for like-minded party
junkies. People will have the possibility to register and get a
weekly newsletter with information about the activities.
All together, Party Pack is the complete entertainment pack-
age of Stockholm’s nightlife. Further plans “Shopping Pack”,
“Travel Pack” etc.

21

Sthlm Speedway
Task: Lifestyle web magazine Objective: To establish a rela-
tionship between the sport speedway and a new target group
in Stockholm, using an advertising financed web magazine
Client: Parts Creative’s own communication solution Year:
-06 Creative direction: Patric Andersson, Parts Creative Art
direction: Planet Creative/Joel Brosjö/Lars Hansson, Lah
Photography: Peter Orevi

Solution: To be able to introduce the motor-sport speedway
to a completely new target group, Parts Creative integrated
speedway with fashion, music, party and extreme-sport
lifestyle in Stockholm. With a clean and beautiful website,
Stockholm Speedway’s crazy mix of stories, pictures and
activities increased the awareness and interest for speedway
in Stockholm. At the same time it created a communication
channel for related lifestyle companies. Today, speedway is
the third most visited sport in Sweden.

23

FERMÉ
GESCHLOSSEN
CLOSED
STÄNGT

FÖRNAMN EFTERNAMN
000 01 VIPKORT
VIP CARD
FRI TEXT CARTE DE VIP
VIPKARTE

VIP cardcompetition
Project: Berns VIP card competition Task: VIP card competi-
tion and production Objective: To reinforce Berns’s position
within the high credible designer community with a smart
communication solution Client: Magnus Berg, Berns Salonger
Contributors: Anna Lundqvist/Lukas Gratte/Mikael Abbha-
gen/Anne Gustavsson/Gustav Hederström and many many
more

Solution: Berns was in the need of a new VIP card and it was
Parts’s idea to take every chance to create buzz. Parts had
for a long time targeted the designer communities as pos-
sible customers to Berns and this was now the challenge. A
design competition was organized to produce the new VIP card
and an invitation was distributed out to advertising agencies,
design bureau and design schools.
A jury with famous designers and artists was engaged, but
when there was only one day before deadline, only one con-
tribution had arrived. However, on the deadline hour, Berns’s

hotel reception was filled hundreds of brilliant contributions.
The whole designer community had layed down their daily
work to contribute with a visual concept to the contest.
This campaign resulted in a relationship with 259 of
Sweden’s top designers and one beautiful VIP card, at the only
cost of a free meal in Berns’s restaurant.

Winner: Mick Carrasco Drougett
25

New Order By Vladimir Rodjenko DJ: Johanna Beckman

Color system
From one week to the other Sweden’s biggest nightclub,
Berns, closed its gates in front of thousands of loyal guests
. The club had become overheated and the government turned
down its license. Since Parts (earlier Pontus och Patric) had
provided the guests with VIP cards and Berns was a second
home to many people, action was really needed.
A business card shaped sticker with the parole “stick with us“
was mailed out to the 5000 big guest-list. “Put this sticker on a
card you don’t have any use for” was the following copy, peo-
ple were smiling and took their useless Berns card out of the
garbage can. Soon Parts had redirected the homeless guests
to alternative spaces around Stockholm and secured the
loyalty of the faithful guests. Every new place that opened up
got its own sticker in different colors defining the customer’s
credibility and privileges. This was a solution to a situation that
could have lead to total catastrophe - losing face in front of the
demanding audience.
In both positive and negative situations it’s important to produce
creative word of mouth movements. Parts always explores
the communication possibilities within the project’s unique
situation.

27

Sofa “Center” design by Parts Creative for Berns lounge, inspired by the Conran logotype . CONRAN

Live at Berns
Task: Pr, music and premium marketing production Objec-
tive: To produce a cool marketing product and giveaway
for Berns Hotel Client: Berns Hotel, Joakim Olaosson Year:
01-05 Creative direction: Patric Andersson, Parts Creative
Art direction: XLNT media Music coordinator: Anders
Johansson Artists: Stockholm Jazzbeat Project/Ellinor Ryhed/
Linda Jennervall/Josefin Nygren/Kristina Gustavsson

Solution: The high profiled Berns Hotel needed a cutting edge
product to sell and give away to the guests. Parts Creative’s
idea was to come up with a viral ”giveaway” that the promi-
nent guest would bring around the world and at the same time
promote the fantastic hotel. Fifteen of the talented Swedish
jazz musicians that were performing on the big stage at Berns
restaurant were recorded and two live compilation CDs were
produced. Later that year one night at a dinner at restaurant
Gustavinos in New York, “Live at Berns” were coming out of
the speakers.

29

BERNS summerclub invitation, from the left: Maria Grahn/Per Charles/Quetzala/Emelie Thoren/Gustav Gelin/Dj

Simon/Per Hagman/Pontus Ernfors/ Patric Andersson/Dj La Fluer/Dj Cute 31

New Order By Vladimir Rodjenko DJ: Rebecca & Fiona

The Plup/Copy tric
The Plup: A VIP card is a brilliant carrier of word of mouth and
buzz marketing potentials. A hologram sticker was produced
and given away to a very restricted amount of influensers and
opinion leaders in Stockholm. With this sticker placed on the
backside of Berns’s VIP card, they had access to the “holy”
VIP room “Le”.
Parts spread the rumor that people were spending 500 euro
for the sticker on E-bay. Two weeks later Parts overheard the
same story from a total stranger at a café down town. The
sticker got myth status and were to be known as the “Plup”.

The Copy tric: A few months after Berns’s opening, it was
known as the biggest restaurant fiasco in the history of
Sweden, and Parts got the assignment to change that.
Ten of Sweden’s most upcoming entertainment personalities
were contracted by Parts to host one night at the beautiful
outdoor terrace. A picture was taken with the group gathered
together smiling in front of the magnificent facade of Berns.
A VIP card was produced, that deliberately was super easy

to copy and the limited cards were given away to a very
selective group of connectors and opinion leaders.
Every night the bouncers noticed an increasing amount of
cards showing up at the entrance, they were smiling saying
nothing…Stockholm’s hipsters went to the copy machine and
Berns got onto the nightlife map.

33

Parts Gallery:
“Guardian Angels”
Patric Andersson´s angels have left the sky. The ques-
tion is: will the angels still save us? Maybe. But only if we
can save ourselves. Shouldn’t they take us a step closer
to a better world, embedded in ideological machinery? It’s
too late. Ideologies and traditions have been increasingly
speaking with undertones of an existential crisis. Every-
thing is now about survival. This also applies to the angels,
embroiled in a tangle of phenomena which induces moral
attitude to life and the mass media dictated behavior.
Yet it is a promise of freedom angels, but not for everyone
and definitely not for those who read books about liberty.
They are not free, declares the angels earnest gaze. Good-
ness remains in the range between the conscious and the
subconscious, they say. It would be useless to refer Patric
Andersson’s work to the domains intended for conven-
tional art, although the choice of materials (the works are
painted with oil on canvas). Here are all of the symbolism
mutation, which appears to extremes of mass culture, with
an aesthetic code that rather belongs to the goth-culture,
motorcycle associations or computer games with the art
of killing.
The angels are now on earth. Perhaps to accompany us
to a Utopia where Christ aptly portrays himself in a suit?

“Guardian Angel”

Pontus & Patric
Task: Pr, entertainment and business consulting Objective:
To create creative business and marketing solutions to reach
Stockholm’s trend setters Client: Restaurants, nightclubs,
liquor agents and various lifestyle companies Year: 99-06
Creative direction: Pontus Ernfors/Patric Andersson, Parts
Creative Art direction: Mika Pollack, King Size Web: www.
pontus-patric.com

Solution: Parts Creative is one part of the former company
Pontus & Patric. P&P started as a pr and event-marketing
agency, developing different communication concepts for
lifestyle and beverage brands. Soon their superior experi-
ence and expertise of the club culture got them contracted
full-time. P&P had an unique holistic strategy for their clubs
and restaurant projects, from updating the basic business:
interior, sound, light and connecting important partners and
co-workers. When these things were in place, a smart word
of mouth campaign was released embracing the important,
exiting people of the city.
With a lot of love and a brilliant application form, P&P created

a personal guest list consisting 4.000 people of Stockholm’s
hippest fashion photographers, artists, musicians, models,
stylists, TV- and music producers. P&P kept a tight relationship
with the guest through hundreds of events with cutting edge
music, design and art for more than seven years. P&P won
Dagens Nyheter’s, (the biggest morning paper), prize ”Stock-
holm heroes” and received an enormous amount of apprecia-
tion for their effort in making Stockholm a funnier place.

37

Swedish HOUSE MAFIA for Bästis Foto Malou Bergman

Pleasure by Baileys
Task: Pr, event marketing campaign Objective: To increase
young people’s awareness of Baileys Client: Baileys, Peter
Dimulkas UDV Year: -00 Creative direction: Pontus Ernfors,
Patric Andersson/ Parts Creative, Leo Burnett Art direction:
Leo Burnett Photographers: Sesse Lind/Peter Gerkhe/Anti
Wendel/Irmeli Krekin/Henrik Halvarsson/Erik Broms.

Solution: Parts Creative gave ten upcoming Swedish fash-
ion photographers a mission. Every photographer got twelve
bottles of Baileys and one week to produce two pictures on
the theme ”pleasure”. An exhibition with all the pictures was
organized at an uptown gallery. A hip creative crowd of Stock-
Irmelin Krekelin holm party people were invited to the show… soon they were
all smiling and sipping ice-cold Baileys drinks.
The pictures were published in a beautiful book and distributed
around the coolest bars in Stockholm. Baileys got headlines in
a daily magazine saying that ”The hip people are now drinking
Baileys” and the sales increased with 12% at Systembolaget
(government controlled alcohol sales stores).

Henrik Halvarsson 39

“Diffusion of innovation
It is found that people were more likely to adopt,
or even consider adopting, if people they know and
respect have adopted. Imitation is the strongest
influence channel. Therefore, the most effective mar-
keting strategy is to first reach the early adopters, then
reinforce the diffusion to each successive level, but not
to waste resources on trying to reach any given level
before it is ready for it”
Everett M. Rogers

Activites
“Living the brand”
There is nothing more attractive than an active brand, a brand that fly, race, throw parties, arrange art exhibi-
tions and contribute people’s life with happiness and excitement. With face to face activities people are no
longer just a passive audience, they become active participants. Communication becomes what it is meant
to be, a dialog and an experience. The brand grows from image to identity with the interaction of people.
Parts integrates the brand’s activities to a communicative platform. These interactive platforms produces
relationship, engagement and brand loyalty far beyond old school marketing and at the same time the busi-
ness receives important information and response back.
Face to face experiences are king of customer collaboration and superior aggregators of word of mouth
and buzz potentials. People love to talk and activities create a reason for them to do so. People are tired of
empty slogans, they want action, so don’t say it, just do it!
In Sweden, Parts has an updated customer register of innovators and creators of public opinion within
the fields of fashion, media, music and entertainment.

Parts is specialized in customer experience management (CEM): event marketing campaigns, product
releases, concerts, club and sport events solutions for following businesses:
Lifestyle media, television and magazines.
Restaurants, bars and nightclubs.
Restaurant related businesses, beverages etc.
Fashion, music and game industry.

41

New Order
Task: Event & social media strategy Objective: Reinvent the
SMC concept and reinforce the relationship with the lost tar-
get group Client: Anette de Souza, Dj-promotion Year: -09
Creative direction: Patric Andersson, Parts Creative Art di-
rection: Daniel Johansson, Planet Creative Djs: Madde-Karin/
Tooli/ Daniel Savio/ Basutbudet/ Kim Sandgren/ Page Three/
Vincent Bergman/ Rebecca & Fiona/ Johanna Beckman/ Axel
Boman/ Lång-Kalle/ Jakob Grandin/ Klubb KAOS/ Testarossa/
Audiofon/ Miss Dilemma/ Pjotr/ Chapel Hill Crew Web: www.
aboutsmc.se

Solution: Parts’s assignment and task was to reinvent the
concept of SMC and to reinforce the relationship with its lost
audience. In the new era of sharing and transparency, Parts re-
alized that if SMC wanted to be a part of the nightclub scene,
the nightclub scene had to be a part of SMC. So instead of
a top to bottom organized event the strategy was rebuilt the
concept by connecting with the Dj´s and entrepreneurs, that
for the last years had been taking control over the nightly en-
tertainment scene.
The Dj’s were not just contracted to perform but also invited
to participate in the development of the concept. The name
“New Order” was invented to symbolize this new movement. A
Facebook group was created and within one week it had 1500
members, all invited by the 20 Dj´s who were admins for the
new SMC. New Order took place at 3 different nightclubs and

ACTIVITIES
attracted over a thousand visitors.

CONCEPT
43

New Order book
Task: Photo book publication and art-show Objective: To cre-
ate a timeless document about the rockstars of our time - the
Djs and strengthen SMC´s relationship with this tribe Client:
Anette de Souza Dj-promotion Year: -09 Creative direction:
Patric Andersson, Parts Creative Art direction: Daniel Johans-
son, Planet Creative Phography: Vladimir Rodjenko Web:
www.vladimirrodjenko.com

Solution: Stockholm´s club scene is undergoing a paradigm
shift, the scene is no longer changing, it is being replaced. A
new era of hungry young visionaries are entering the scene
and the new generation of ”digital natives” will forever change
the entertainment scene in Stockholm. In the past, diversity
and musical quality was filtered through the limited chan-
nels of distribution, but the new digital revolution has made ”
underground” democratic.
This new order was Parts’s inspiration when SMC wanted to
pay tribute to this creative movement. Parts selected twenty
of the most influential people within this new wave of entre-
preneurs, people that had been exploring, and developing the
scene into a chaotic mix of joy and happiness. A book was
published and released, making a broader audience enlighten
of this dynamical exciting time. At the same time SMC devel-
oped an invaluable relationship with Stockholm’s most impor-
tant people.

ACTIVITIES
CONCEPT
45

ART BANK

American artist Steeve Novaks “Art Bank” is the new intelligent investment alternative that combines
art with traditional money placement. Each signed dollar has a starting price of 10 $. At artbank.org
you can buy, sell and follow the daily exchange rate. When one buyer pays more than the origin price, it
automatically increases the value of all works to that price. The daily rate is regulated by access, demand,
the market and Art Banks success in daily press and media

Fancy
Task: Club project Objective: To create a hangout for the cre-
ative designers and fashion crowd in Stockholm and to pro-
mote Redstripe by exploring the strengths and weaknesses of
social media marketing Client: Red Stripe Year: -08 Creative
direction: Patric Andersson, Parts Creative Art direction:
Planet Creative Pr promoter: Felix Backteman

Solution: What is it that makes home parties so special? As
soon as you hit the club the spirit is lost. This is what Fancy
wanted to change. Fancy was a moving members club for the
people in the fashion industry. At Fancy the guest is a part of
the concept. The guests are invited to interact with the club,
from exhibiting their own creative work to perform on the stage.
Every night the guests brought their own favorite music and hi-
jacked the decks as they fell in mood. Instead of being passive
observers, Fancy’s guests became active participants, just like
at a great home party.
This was Parts’s first fully integrated CEM-project (customer
experience management) using Facebook and social media
as the only communication tool. Fancy got 1000 loyal fans just
within a couple of weeks.

ACTIVITIES
47

Parts Creative
makes things happen
eativity is a mental process involving the generation of new ideas or concepts, or new associations between existing ideas
concepts. From a scientific point of view, the products of creative thought are usually considered to have both originality
appropriateness. An alternative, more everyday conception of creativity is that it is simply the act of making something
w.”

”Creativity is a mental process involving the generation of new ideas or
cepts, or new associations between existing ideas or concepts. From a scientific point of view, the products of creative
ught are usually considered to have both originality and appropriateness. An alternative, more everyday conception of cre-
vity is that it is simply the act of making something new.”

Speedway Battle
Task: Motor sport marketing event Objective: To invite a new
crowd and increase the public flow on Hammarby Speedway’s
home races Client: Joonas Kylmakorpi, Hammarby Speedway
Art direction: Freddes Planet.

PURE MADNESS
BIKE SHOW
Solution: Real life brand experience is often the best founda-
JK RACING SPEEDSHOP
tion for creating customer loyalty and business development.
STOCKHOLM SPEEDWAY
UMBRELLA GIRLS To find a new audience and build the brand “Speedway”, the
best thing to do is to do things great…and then even better.
Superior performance and innovation magnifies the drive with-
DJ. PAPA DEE in every project, from the inside and out.
This was Parts’s mantra, as the boring and old-fashioned
Speedway events needed to be updated and attract a new
young Stockholm audience. Umbrella girls, hip Dj’s and free-
style motocross drivers were contacted to perform during the
event. A massive beautiful poster campaign covered the city
promoting the spectacular show.
The event increased the audience flow with 2000 people and
made hundreds of Stockholmers experience speedway for the
first time in their life.
GP SUPERSTARS
ANDREAS JONSSON VS. NICKI PEDERSEN

BAJEN SPEEDWAY VS. LUXO STARS

ACTIVITIES
TISDAG 15 AUG KL 19.00 GUBBÄNGENS IP
Vuxna 120:- 12-17 år 40:- Barn upp till 12 år gratis. Info: www.stockholmspeedway.se

49

New Order By Vladimir Rodjenko DJ: Lång -Kalle

Privé
Task: VIP club event concept Objective: The regular guest
at Berns needed to be challenged with a re-discovery event
campaign Client: Johan Tangen, Berns Salonger Year: -04
Creative direction: Patric Andersson, Parts Creative Art di-
rection: Mika Pollack

Solution: In every relationship there comes a time when part-
ners starts to take each other for granted and may loose a little
interest. Every project has its life circle. This was exactly what
Berns regulars felt after years of repeated visits.
”Only when the red light shines”, was Parts Creative say-
ing on the invitation card that was sent out to five thousand
hip people in Stockholm. A red lamp was mounted on top of
the flagpole on the roof at Berns. Only when the lamp was lit,
(randomly without any notice to any guest), the doors opened
up to the new club Privé and the VIPs could enter the legend-
ary Red Room (Strindberg’s novel was named after this room).
Every night different artists contributed with exhibitions or
performances on a special theme like “peep show” and “fart
art” (fast art).
Berns’s regular guests had to show up every weekend
night, in order to be sure not to miss an exclusive Privé party. A
limited 300 edgy people in fashionable outfits were selected to
enter each night by the transsexual doorman in white leather
gloves..

ACTIVITIES
51

Bästis
Task: Nightclub buzz marketing concept, graphic and interior
design, marketing business and entertainment consulting Ob-
jective: To update the Thursday business at Berns and secure
the relationship with Stockholm’s fashion crowd Client: Mag-
nus Bergh, Berns Salonger Year: -05 Photography: Malou
Bergman Creative direction: Patric Andersson, Parts Creative
Art direction: Planet Creative/Lars Hansson, Lah

Solution: If you watch a movie, play or concert, it’s the artist
and the experience that is the “attraction”. Nightclubs com-
municate with their guests with cool flyers promoting the Dj
and the artist name in focus, even though this information is
secondary. It really doesn’t matter who is on stage or what is
coming out of the speakers, if the crowd isn’t right.
With that in mind, Parts created the first club concept
where the guests are the stars, and the meeting between
them the whole idea. The word Bästis (Buddy) came up and
became the name for this funny concept. A photo studio was
built at the entrance of Berns and throughout the Thursday
nights, Berns’s VIP guests were given tickets to be photo-
graphed in the studio. With inspiration from old idol picture
cards, hundreds of ”Bästisar” (Buddy collect cards) were
produced and distributed around Stockholm in plastic stands.
The cards fulfilled the guest’s dreams of being a star. At the
same time they became the greatest ambassadors for the
business as they gave away cards of them self to all their
friends.

ACTIVITIES
53

Nu Sweden
Task: Nightclub concert activity, brochure production, pr,
marketing and concert booking Objective: To create a rela-
tionship between Berns and the hip fashion and underground
music crowd, and to increase business at Berns on Fridays
Client: Magnus Bergh / Berns Salonger Year: -04 Creative
direction: Patric Andersson, Parts Creative Art direction: Joel
Brosjö, Pdl Photography: Stefan Holm Live music: Spånka/
Stockholm Jazzbeat Project/Goran Kaifes/Stockholm Cyclo/
Hundarna från Söder and Book houseboys

Solution: For several years commercial music has been one
of Sweden’s biggest exports products. In June 2004, Parts
brought up the Swedish avant-garde underground music
scene out of the dark basements and up on the big fancy
stage at Berns. A beautiful booklet was produced with photos
and information about the artists and printed in ten thousand
copies to be given away to opinion leaders and connectors
around town.
On nine Fridays, with big success, these bands performed
on the very same stage that had been graced by stars like
Edit Piaf, Marlene Dietrich, Aretha Franklin, Diana Ross, Isaac
Hayes, Alicia Keys, White Stripes and Harry Bella Fonte.
Future plans are made for taking this concept to New York,
Tokyo etc.

ACTIVITIES
57

Parts Gallery: Vladimir Rodjenko
“Breaking rules is the principle of evolution”
Parts’s network of artists believes: “good is just good, but great is revolution”. Revolution is an idea that dissolves its own
concept and from that creates new shapes and forms. In the border zone between graphical design, photography and art,
challenges Parts traditional rules in the search of developing new innovative expressions and ideas. Parts’s artist is an ear to
society’s rail way barn, foreseeing future trends and lifestyle phenomena long before it arrives in our illusional world.

Bottom Line
A couple of years ago I was searching the Internet for a font I needed for logotype I was working on. I had a vague memory that
Björn Borg used it for a lingerie campaign a few years earlier. After hours on Google I came across an angry feministic article
about the Björn Borg campaign, trying to sexualize the official room. A very liberating idea…that someone is able to sexualize
the official room. Isn’t that what separates southern European countries from Sweden - that people live closer to themselves
and their sexuality? A room where men are men and women are women and the difference between them, the energy and
force that creates life, love and moves life forward. Haven’t we, on our Nordic latitude, lost our sexual identity and our ability
to challenge?
We live with a strange double moral, glamorizing violence and TV channels showing successfully hardcore porn for 20 dol-
lars a month, but when Terry Richardsson shoots pictures of sexy women for Sisley or H&M that shows a little or a lot of flesh,
a whole society revolutionizes. Are we suddenly a moral race that point out when we cross the line between the private and
official room..?
So, it is with great pleasure that Parts presents the controversial and ”unswedish” concept, Russian born art photographer
Vladimir Rodjenko. His manic fascination for the female crotch is wonderfully refreshing, the place where we put our heads
when we seek comfort and at the same it is the target that half of the world’s sexual fantasies lay. Vladimir states that we should
have beauty contests for women’s abdomen to homage and celebrate their unique ability to create life. From the darkest primi-
tive to the most cultural up-lit side of us, Vladimir portraits pictures of the human dynamic and dualism with hypnotic repetitive
picture suites that moves the thought to French love movies and the Devil in miss Jones, a sort of pornographic picture poetry,
the cock meets the brain without shame. Whether Vladimir is a poet or a pornograph is up to you to decide.

DJ Legend DJ Legend

Task: Nightclub event: Brochure production, pr, marketing
and entertainment consulting Objective: To position Berns as
a music venue and increase the business on Fridays Client:
Magnus Bergh, Berns Salonger Year: -03 Creative direction:
Patric Andersson, Parts Creative Art direction: Joel Brosjö
Photography: Stefan Holm Djs: Johan Netz/Jonas Lönnå/
Stonebridge/ Cari Lekebusch/ Tony Zoulias/ Krazy/ Micke
Elmenbeck and Johnny Boy

Solution: On ten Fridays, Sweden’s most famous Dj’s were
contracted to play at Berns’s main dance floor. These leg-
endary Djs brought the club culture to Sweden in the early
80s from London and New York, and without them the club
scene would never have been the same. A booklet with stylish
photos and interviews was produced and distributed to Berns’s
4.000 people vip guest list. Each Dj got 100 exclusive concert
tickets with their name printed on to give away to their friends
and partners.
On the gig night the Dj’s were invited like stars to a three-
course dinner in the fancy restaurant together with all his friends.
After the dinner, guards escorted the Dj into the nightclub,
and tables were booked around the Dj-booth for their friends.
These nights were enormously appreciated by the Djs, their
friends and specially the audience. The guests were showing
up, hence Berns established their business on Fridays.

ACTIVITIES
63

EL
Task: Nightclub event concept: graphic profile, pr, market-
ing and entertainment consulting Objective: To create a high
profile activity to increase the slow business at Berns on
Thursdays Client: Magnus Bergh, Berns Salonger Year: 02-04
Creative direction: Ibbi Isaacs/Patric Andersson, Parts
Creative Art direction: Joel Brosjö Live Music: Alex from Tokyo/
Amin Tobyn/Billy Nasty/Capoeira Twins/Crystal Waters/Cutlass
Supreme/Fanny Pack/Jesper Dahlbäck/Crafty Cuts/Roller
Cone/Paul Murphy/Sumo/Transparent Sound/Taxi and many
many more…

vv
Solution: Parts Creative’s concept was to attract the stars
of the club scene, the Dj-producers and dance music artists,
and together with them reach the high profile clubbers. For
several years these producers had provided Dj’s with amazing
hot tunes. Now the idea was to start a live club were these
producers would perform on a stage with a full band. The club
name “EL”, (also the host club “LE” spelled backwards) which
means electricity, got a brilliant logo with two people dancing
inspired by printed circuit cards.
A trendy club promoter was contacted to face the new crowd
and El became an innovative musical Mecca, an enchanted
inferno for the hippest clubbers and won reputation all over
Europe.

ACTIVITIES
65

Sommar
Task: Club concept and event marketing campaign Objective:
To give people in Stockholm a reason to stay in town during
the summer, and to get the hipsters to drink Baileys Client:
Baileys, Tommy Sandelin, UDV, Year: -01 Creative direction:
Pontus Ernfors/ Patric Andersson, Parts Creative Art direc-
tion: Mika Pollack, King Size

Solution: Summer in the city is a big no no for most Stock-
holm residents. Parts Creative’s goal was to change this. A
series of summer parties were organized and every cool Dj in
Stockholm was invited to play, six Dj’s a night. At the same
time, a new way of drinking Baileys was presented. Instead
of drinking it in small liqueur glasses, it was served in a whis-
key glass filled with ice, like a ”ready-to-drink” White Russian.
These parties were the talk of the town that summer, and will
be remembered as the “Baileys parties”.
“Sommar” later became a club sequel and a refuge for
“alone in town” Stockholmers for six years. Every year Parts
located the next generation of upcoming life style personali-
ties and made them hosts of their own weekend night at the
summer-club.

Sommar medMonica
Task: Club concept and event marketing campaign Objective:
To introduce Berns’s summer terrace and promote Gilbeys
and “Gin tonic” Client: Gilbeys, Allied domec/Berns Year: -
01 Creative direction: Patric Andersson, Parts Creative Art
direction: Pontus Ernfors

Solution: “Sommar med Monica” was Parts Creative’s first
step in bringing back Berns to its former position as Stock-
holm’s top nightclub. Glossy postcards of the summer in
Stockholm were purchased. With a brilliant printing technique
looking like handwritten text, a fictive person called Monica
sent out summer greetings to a list of important people in
Stockholm. The text was: “Hi! I’m standing here on Berns
terrace, sipping on an ice-cold gin tonic, and it’s fantas-
tic! Hope to see you here next week! Love Monica”. These
postcards were on everybody’s lips for a few summer months.
Stockholm wondered who this mysterious Monica might be
that was visiting Berns for the first time in their life.

ACTIVITIES
67

Berns
Task: Overall business, entertainment and marketing consulting for
Sweden’s biggest restaurant Objective: To bring this giant restaurant
back to its former position as Stockholm’s #1 nightclub Client: Poker
Wallenberg, Grand Hotel Holdings Year: 01-05 Creative direction:
Patric Andersson, Parts Creative/Pontus Ernfors/Magnus Bergh Art
direction: Joel Brosjö/Mika Pollack/Gasolin/Lars Hansson Architects:
Various Live Music: White stripes/Kelis/Isaac Hayes/Gotan Project/
St. Germain/De La Soul/Gang Starr/The Roots/Burning Spear/Alicia
Keyes

Solution: Parts Creative’s (earlier Pontus & Patric) idea was to slowly
transform the newly renovated 250 empty-seated Conran restau-
rant into a vibrant nightclub (which according many was considered
an impossible task). Parts first step was to update and develop the
restaurant’s overall business idea. Each one of the many rooms in
this magnificent building got their own identity with a name, music,
interior and concept. High profiled bartenders and Dj’s were contract-
ed. The next step was to launch a brilliant entertainment and marketing
campaign to establish contact with Stockholm’s hip clubbers.
Parts’s idea was to create a utopia, a world within the world, were love
and happiness were the law and the guests were the citizens. Berns
became a multi musical and cultural inferno, all strategically directed
by Parts. Berns went from 3 to 23 million € in turnover over a five year
period, without spending one euro on traditional advertising using
only alternative creative marketing solutions. At the same time Berns
became, with its six bars and six dance floors, one of the hippest and
most visited restaurant/nightclub in the history of Stockholm.

ACTIVITIES
69

“Enterprise 2.0
The old-school models of the enterprise were operation-
al and process driven, based on the efficiencies that lead
to productivity. The new school is a interactive-based
collaborative social model that emphasizes effective-
ness and knowledge exchange, which lead to increased
productivity”
Paul Greenberg, CRM-
at the light of speed

Concepts
“Knock out ideas”
The future is here, new disruptive technology is transforming our reality. A super connected
market space is taking form and emerging for change and innovation through our life and business.

There is a conventional wisdom that 80% of new concepts and products fail and that a
creative idea is up to 4000% more effective than a bad one. So instead of guessing what the
market wants, Parts creates a conceptual cutting edge solution that early meets the customer’s
needs. Parts engages and catalyzes the market’s creativity, embracing their suggestions, processing
information, interact trough the project development and in the end implement the collaboration
permanent trough the companies culture to continuously improve itself. This consumer centric
open innovation business model regains relevant insight about the market and at the same time
it ultimately creates value in the minds of the customer.

Parts creates: cutting edge concepts & ideas, solves problems, improves and develops on and
off line venues for life style companies that need to invent or reinvent their business to mas-
ter the new challenges and possibilities in the rapidly evolving interactive business environment.

71

Republik World fotball cup

R

RE
PUBLIQUE “Bar of the year”price, magazine City

Republik
Task: Restaurant concept with interior design, graphical identity,
pr, business and entertainment consulting Objective: To create a
turnaround strategy for one of the greatest restaurant addresses in
Stockholm Client: Anders Björklund Year: 06-08 Creative direction:
Patric Andersson, Parts Creative Art direction: Lars Hansson, Lah/
Johan Thuresson, Zebra Apa Interior design: Patric Andersson, Parts
Creative Exhibitors: Vladimir Rodjenko/John Ismael/Steve Novak

Solution: When a numbers of entrepreneurs had failed to build a
profitable business in the spectacular restaurant space on Tule-
gatan, the mission came to Parts Creative to change this trend.
The concept was to combine a traditional cozy atmosphere with a
modern avant-garde arty feeling to create intimacy in this large,
sterile space. The walls were covered with red medallion wallpaper
and the entire carpentry was painted in dull black. The tables were
covered with white linen and decorated with a brass candlestick that was
given to the restaurant by a guests at the premier party. To contrast the
traditional interior, avant-garde artists were invited to custom-make
exhibitions (that often had provocative sexual themes) to interact with
the restaurant’s concept. A trendy graphic identity, food menus and a
logotype with a gothic form, were produced.
Later, Parts created a unique outdoor extensive restaurant area with
their own design furniture and wall-pieces framing the open space,
inspired by the walls inside. A competent staff was recruited and
only six month later it got top review in all magazines and rewarded
as “best bar in town” at the yearly prize ceremony held by one of
Sweden’s biggest daily newspapers.

CONCEPT
73

PST!Subnation
Task: Nightclub concept with interior design, graphical iden-
tity, pr and marketing Objective: Within a minimum of time
and an ultra slim budget, create a concept that would help one
of Stockholm’s most established entertainment addresses to
regain public flow Client: Stephen Ferber, Kharma Group
Year: -05 Creative direction: Patric Andersson, Parts Cre-
ative Art direction: Lars Hansson, Lah Interior design: Patric
Andersson, Parts Creative

Solution: Restaurant concepts are a complex variation of
important details integrated into a clear visual idea and
product. When these essential details interact and meet the
guest or customer, it creates ambiance; positive environmental
energy. It is the level of this energy that defines a successful
project and Parts never looses target on that fact.
Parts Creative gave the gold ornamented upper class
venue “Kharma” a heavy transformation. To create a radi-
cal change, the walls were painted in dull grey, the two
different bars were painted in a clear glossy color to
contrast the walls. A minimalistic furniture set was designed
and built. The walls were cleaned up to make space for
exhibitions by young photographers and designers. To give
the guests a chance to express themselves with their own
words and drawings, a big blackboard covering the hole wall
was placed at the entrance. Inspired by the local bars of New
York, a pool table was put in one of the rooms. The nightclub
was built in five days and hosted by some of the greatest Dj’s

CONCEPT
in Stockholm.

75

Pete´s
nb
Task: Nightclub concept with interior design, graphical identity,
pr, business and entertainment consulting Objective: To create
business on one of Stockholm’s most known club addresses
with a new nightclub concept Client: Catenacci, Café Opera
Art direction: Lars Hansson, Lah Interior design: Patric
Andersson, Parts Creative

Solution: Stockholm’s hip people needed a new watering hole
after Sweden’s biggest nightclub Berns had closed its gates.
To contrast with the hard nightclub climate Parts Creative’s
idea was to create a nightclub with a feeling of a cozy living-
room. On the first floor a bar was built with walls and furniture
in warm colors with classic disco lights. Upstairs a bedroom
was furnished with a giant bed, an open fireplace and walls
covered with framed pictures of Parts VIP guests. Stockholm’s
most established club promoter, ”Pete”, was contracted to
secure the relationship with the old-time clubbers. The music
went back to organic vocal club music.
At Christmas time the guests where helping each other
decorating the Christmas tree at the dance floor and only two
weeks later, daily press was saluting saying: “this was the best
bar for ages”.

CONCEPT
77

Le
Task: Nightclub concept with interior design, graphi-
cal identity, pr and entertainment consulting Objective: To
develop a concept that would position Berns as Stockholm’s
night venue #1 Client: Magnus Bergh, Berns Salonger Year:
01-05 Creative direction: Patric Andersson, Parts Creative Art
direction: Marrakech/Patric Andersson, Parts Creative Interior
design: Johan Israelsson/Jacob Af Klintberg/Patric Anders-
son, Parts Creative

Solution: LE was Parts second big step in the mission of
transforming the restaurant Berns into a vibrant entertainment
palace. The idea was to open a VIP nightclub in the 5.000
square meter big restaurant. Le is one of Parts integrated
restaurants make-over Concept. First a graphical platform
with a business name was created. Then Parts’s interior
design was put into production, followed by the entertainment,
pr and communication strategy. High profiled bartenders were
contracted from Berns’s biggest competitors and an extremely
cutting edge music profile was set up.
A graphic identity and interior design inspired by the geo-
metrical forms of Lego was taking shape, with the club’s name
”LE” which means “smile” in Swedish. That was exactly what
the crowd did. For several years this was the place to be. Only
the bold and beautiful were lucky to get through the ultra strict
door policy and this club was the beginning of Berns’s huge
success that later resulted in more than 2000 visitors every
night.

CONCEPT
79

New Order By Vladimir Rodjenko DJ: Kaos

Bubbla
Task: Nightclub concept with interior design, graphical
identity, business and entertainment consulting Objective:
The gigantic restaurant Monte Carlo went bankrupt and Parts
was contracted by a lawyer company to open up and run a
nightclub in this space until a new commercial operator were
found Client: Fylgia, Lawyer Company Year: -01 Creative
direction: Patric Andersson, Parts Creative/Pontus Ernfors
Art direction: Mika Pollack, King size

Dos logos Solution: The name Bubbla (bubble) were invented to sym-
bolize the most volatile club in Stockholm’s history. At any
Dos logos time the club could close. The communication tactic was to
create a nightclub phenomena that nobody could miss to
experience. With an enormous response from sponsors and
partners, a nightclub was built in three weeks. Together with the
Swedish tobacco company Blend, “Black Room” was design
to promote their new product Blend Black. The whole room
was painted black with only a few TV-monitors showing old
sex information videos. With three different dance floors, art
exhibitions and concerts, it became the media’s favorite club
to talk about over the few months it lasted. On the opening
night, police had to redirect the traffic outside the entrance
because of the enormous crowd. Later, the press wrote that
the worst things that happened in the past month were the
increasing taxi prices and that the bubble had bursted…

CONCEPT
81

Formbar
Task: Bar, exhibition concept with interior design, graphical
identity, pr and entertainment consulting Objective: To create
a relationship between the brand Ballantine and Stockholm’s
design and art crowd and to update the Chiaro night-club
with a cutting edge bar Client: Ballantines, Allied Domec/
Tomas Perra, Restaurant Chiaro Year: 98-99 Creative direc-
tion: Patric Andersson/Ibrahim Isaacs Art direction: Mika
Pollack, King Size/Joel Brosjö Interior design: Patric Ander-
sson, Parts Creative/Ibrahim Isaacs Exhibitors: Claesson,
Koivisto, Rune/Paula Cerda/Erik Broms /Sesse Lind/Sweden
Graphics/Stefan Holm/Mika Pollack, King size.

Solution: Parts Creative developed this bar-concept on
assignment by Ballantines as an ironical answer to the
never changing music and fashion industry. Parts Creative’s
ambition with the concept Formbar (means formable) was to
be the first totally changeable bar in the world. Formbar was
built with walls made by 250 exchangeable pieces. Swedish
photographers, designers and artists were contacted to use
the wall pieces for different weekly exhibitions. Along with the
exhibitions Ballantines strengthened their position with the
innovators of Stockholm.
This twisted concept was hosted by the coolest designers,
Dj’s and artists and attracted party people from all over of
Stockholm.

CONCEPT
83

Sex, drugs & jazz.. OUT NOW

Stockholm Jazz Beat Project´s first album out now on Itunes, Co-produced by Parts Creative

Jazzroom
Task: Bar concept with interior design, graphical identity,
marketing and entertainment consulting Objective: Produce
a cutting edge bar for the giant nightclub Sturecompaniet to
attract hip people of Stockholm Client: Lennart Karlsson/
Baldakinen Year: -99 Creative direction: Patric Andersson,
Parts Creative/Ricard Gustavsson Art direction: Marcel
Struwer Interior design: Patric Andersson, Parts Creative
Live: Nuthouse/Esbjörn Svensson Trio/Goran Kaifes Quartet

Solution: The jazz sound was blooming in Europe, artists were
picking up and sampling the traditional jazz sounds. Parts’s
idea was to give the mega night-club Sturecompagniet and
Stockholm an alternative bar for people who wanted some-
thing more out of their night experiences. A bar and a stage
were built. Young artists searching for the new jazzy sound
were invited to play. Flyers and posters inspired by old blue
note records were spread around town.
From day one this was the best selling bar at Sturecompag-
niet, out of four different bars and dance floors. It became the
hippest Stockholm hangout for several years to come. For the
first time in forty years, people were dancing to Charlie Parker
tunes until three o’clock in the morning.

CONCEPT
85

OneHappyCloud
Task: Restaurant concept Objective: To create a Swedish-
Japanese crossover restaurant concept Client: Masau
Mochizuki Year: -97 Creative direction: Patric Andersson,
Parts Creative/Johan Berg Art direction: Sweden Graphics
Architects: Claesson/Koivisto/Rune Architects

Solution: Parts Creative’s idea was to create an international
restaurant with a cutting edge interior design and food con-
cept. Synergies and inspiration were found in the similarities
between Swedish and Japanese clean minimalistic estetics´s
and culture. With the idea to integrate the two food cultures
(plain Swedish food/ Izakaya), a Japanese and a Swedish
chef were employed to share experiences and put together
a unique Swedish/Japanese crossover menu, with dishes like
miso chicken with Swedish lingo berries.
The young and newly graduated designer-trio Claesson/
Koivisto/ Rune was contacted. Thanks to their minimalistic
interior design, CKR got their first big contract together
with the brilliant design bureau “Sweden graphics”. Parts’s
concept “One Happy Cloud” is until this day one of the most
published restaurant concepts in design books and magazines
all around the world.

CONCEPT
87

“No! art is not done to decorate appartements, it´s
a war and a weapon against the enemy.
And the enemy is everything that threatens the
freedom of the imagination”
Pablo Picasso

Art Works
“The bigger picture”
If you put two straight lines across you get one of the simplest, most beautiful and powerful sym-
bol in modern history - a cross. People live and die for it. This is the impact a visual symbol can
have on us, if we believe in it!
For Parts, visual expression is an extension of the core business value that is integrated trough
the hole brand identity development process. If it’s done right the “bigger picture” transcends the
brand’s values beyond physical colors and form.
Parts creates a creative conceptual graphical idea and then develops these ideas with the best
art directors in the business.

Parts produces: Design-solutions for web and print, logotypes, posters, flyers, for lifestyle
brands in the need of a beautiful and effective visual identity.

89

Summer invitation Berns

Stationary Republik Premier invitation Le, Berns Carrier for Vip card, Berns Application form, Pontus & Patric

TM

TM

Drag/Fred.20/Berns
Drag/Fred.20/Berns Båt/Fred.27/Berns Ett, två & tre/Fred.06/Berns

“Don’t speak in messages. Instead, spark conver-
sations based on the unique requirements of each
market segment and people within them. And please,
don’t spin. We all hate when politicians do it. If you
find yourself constistantly selling or spinning instead
of evangelizing, you might be in the wrong place in
your career.”
Brian Solis, Putting the public
back in public relations.

Press & publications
“Do the trick”
Brands are not sold, they are bought. Parts Creative believes that it is more effective to earn attention
by producing interesting activities than buying advertising space in magazines the traditional way.
For the same resources you put into an advertising campaign you can multiply the result with an
innovative pr and event marketing activity.
Parts works with storytelling, creating objects of conversations that attracts traditional as well as
new social media, using all the available tools on the market. Parts has a unique “pull model” for
delivering information that creates desire and demand.

Parts’s projects have been documented in all major Swedish magazines and in several well known
international design magazines and books.

95

This voucher entitles you to a free meeting with Parts Creative

Name:

Company:

Email:

Phone:

Contact
Patric Andersson
Kristinehovsgatan 13
117 29 Stockholm/ SWEDEN
+47 06797169
Email: patric@partscreative.com

www.partscreative.com
www.messagepeople.se
www.knivsoder.com
www.vladimirrodjenko.com

101

Ps. All of Parts Gallery artists are a result of my imaginary mind. Tnx for reading// P

This is not portfolio nor a presentation, it’s just a collection of stories and pictures covering 15 years of
blood, sweat and fame. Parts Creative (which stands for Patric Arts & Partners) has for a decade and a
half, connected lifestyle brands with people by collaborating within different social platforms.
We live in a revolutionary time when the way of communication will change more within the next
five years than it has done for the past 50. This fact is Parts mission to master while navigating through
new markets places equipped with a creative mind. The communication paradigm demands for a totally
new sets of skills, from brand managers to community manager and from pr-agents to social media
experts, this consumer-centric perspective is Parts’s main business idea while now connecting the past
with the future.
With a deep passion for creativity, innovation and how this radically change our lives, Parts has pro-
duced hundreds of activities attracting hundred thousands of excited people. Have a gleam into the
world of Parts Creative.

“Parts is the Gps for the new markets” - Eero Koivisto, designer
”The revolution needs a guide” - Poker Wallenberg, Investor
“Excelent !!”- Viggo Cavling, Resumé
“A brilliant and fascinating portfoolio”- Peter Swartling

AAlso avaliable as a presentation at www.slideshare.net $ 24.99 U.S / $ 29.99 CAN
£ 17.99 U.K / € 15.99 E.U

w w w. p a r t s c r e a t i v e . c o m

Parts Creative portfolio

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