Summer campaign for iconic Norwegian department store
Promenaden
In 2024, the iconic department store Steen & Strøm (the Selfridges or Macy´s of Oslo!) launched the We Love Oslo summer campaign to celebrate the city it proudly calls home, highlighting some of its lesser-known sights. Having spent years living and working in Oslo ourselves, we felt a natural connection to the project. Every Midsummer, we’d take the ferry to beautiful Hovedøya in the Oslo Fjord—an experience that always reminds us why these best-kept secrets deserve to be shared.
Steen & Strøm’s legacy stretches back to 1797, when Oslo was home to just 9,000 residents. For over two centuries, it has been a trendsetter in fashion pairing exclusive high-end brands with immaculate service in a welcoming setting. As Oslo’s most historic and influential shopping destination, strengthening its ties to the city's top landmarks makes perfect sense.
From the iconic Ingierstrand Bad to the sculpture-filled paths of Vigeland Park, we set out to capture the essence of summer in Oslo. Modest in size, but rich in character, the city is full of unique places that leave a lasting impression.
Oslo is a city with a hidden beauty (…) I wanted to capture the specific feeling of bicycling home from a party early in the morning just as the sun is coming up
-Joachim Trier, Norwegian filmmaker, on making the film Oslo 31.August
The locations chosen for the campaign were Frognerseteren, The Opera House, the Astrup Fearnley museum, Hovedøya, Ingierstrand Bad, Vigeland- and Ekebergparken. You can hop on a ferry and go to any of the nearby islands in less than 10 minutes, with the same ticket used for public transport. Most of the city is surrounded by sea, and it feels very much close to nature.
Summers here are vibrant and full of life, with long days stretching into warm, golden evenings. The parks come alive with lush greenery, perfect for picnics and leisurely strolls.
The summer calendar is filled with music and art festivals, while outdoor activities like hiking and kayaking invite you to explore the stunning fjord. It is the perfect blend of urban charm and natural beauty. Our goal was to capture this diversity throughout the campaign.
This campaign can be seen as a love letter from us to Oslo
The locations chosen for the campaign were Frognerseteren, The Opera House, the Astrup Fearnley museum, Hovedøya, Ingierstrand Bad, Vigeland- and Ekebergparken. You can hop on a ferry and go to any of the nearby islands in less than 10 minutes, with the same ticket used for public transport. Most of the city is surrounded by sea, and it feels very much close to nature.
Summers here are vibrant and full of life, with long days stretching into warm, golden evenings. The parks come alive with lush greenery, perfect for picnics and leisurely strolls.
The summer calendar is filled with music and art festivals, while outdoor activities like hiking and kayaking invite you to explore the stunning fjord. It is the perfect blend of urban charm and natural beauty. Our goal was to capture this diversity throughout the campaign.
Oslo is a city with a hidden beauty (…) I wanted to capture the specific feeling of bicycling home from a party early in the morning just as the sun is coming up
-Joachim Trier, Norwegian filmmaker, on making the film Oslo 31.August
This campaign can be seen as a love letter from us to Oslo
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