In June 2020, the highly-anticipated launch of Vogue Scandinavia was officially unveiled. As Scandinavia continues to assert its influence as a major fashion destination, the release of this new edition was met with excitement. Published by the renowned Condé Nast and in partnership with B-Reel for the launch of its first issue and digital presence, Vogue Scandinavia aimed to create more than just another fashion media outlet. Instead, the objective was to develop a luxury digital product that would truly stand out. Voguescandinavia.com is a mobile first platform that integrates the trademark Vogue journalism with user flow and features inspired by the best social media and digital shopping experiences out there – a rich world of stills, gifs, videos, tap stories and AR for a more inspiring, immersive and engaging magazine experience.

Drawing inspiration from the ethereal beauty of Nordic nature, the visual concept behind Vogue Scandinavia is both romantic and awe-inspiring. The pioneering abstract artist Hilma af Klint served as a significant influence, and in collaboration with Ateljé Altmann, a new font was created, aptly named "Hilma." The typeface is dedicated to the artist and was developed using her automatic writing technique, which involves writing without consciously guiding the movement of the pen on the paper. This concept extends to the packaging as well, which won the prestigious Red Dot Design Award in the Brands & Communication Design category. The store was built in 3D and with seamless transitions while browsing the products and becomes a virtual representation of a luxury flagship store.