(ALECTA ARCHIVE)

Generations don't just share values; they share wardrobes.

Alecta wanted to prove that we have more in common across generations than we might think. By tapping into the "office core" phenomenon, where 90s corporate silhouettes meet today’s hottest trends, we discovered a unique synergy.

We found that the ultimate hunting ground for the most wanted vintage items isn't a warehouse – it’s in grandpa’s closet. And suddenly, seniors’ work attire turned into hidden goldmines.

We launched Alecta Archive: a pop-up boutique where "retired" office wear from older generations was given a second career.

Located at Reys Market, the Alecta Archive showcased tailored blazers and classic silk ties once worn by business men and women, creating a space where a new generation could inherit these pieces and wear them back into today’s fashion. To celebrate the opening, we hosted an intimate breakfast.

Result: The pop-up generated meetings across generations and created a dialogue around shared passions and interests. The impact spread far beyond the pop-up itself, catching the attention of both TV4 and SVT.