As long as department stores have existed, they have featured separate shopping floors for men and women. Whilst fashion has moved beyond gender limitations, department stores still reflect the patriarchal gender division. Stockmann set up the world’s first gender-neutral shopping floor, One Way. Challenging gender norms, it offered a platform to introduce products without gender limitations. One Way broke a convention that only existed due to convenience and history.
One Way – World’s First Gender-Neutral Shopping Floor
Awards
Member Club Gold Award
Integration & Innovation
Social Responsibility Campaigns
Details
Categories:
Country:
Year:
Credits
Client:
Stockmann
Agency:
Agency Producer:
Pekka Ollula
Art Director:
Anu Lehto
Content Producer:
Juulia Meuronen
Copywriter:
Emma Kanninen
Anni Lindgren
Creative Content Strategist:
Janni Widerholm
Creative Director:
Mikko Halonen
Laura Paikkari
Designer:
Natalie Gustafsson
Atso Wilén
Harry Huttunen
Director of Photography:
Mikko Kuoppasalmi
Editor:
Mikko Kuoppasalmi
Executive Creative Director:
Mikko Pietilä
Film Director:
Pekka Ollula
Photographer:
John Brown Media
Svante Gullichsen
Social Media Manager:
Iman Chellaf
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