A bra-inspired cocktail and more at Intimissimi’s new Stockholm flagship store

On 22 October, a sea of soft-to-the-touch, gorgeously (un)dressed guests flooded Drottninggatan 61 in Stockholm to celebrate the new Intimissimi flagship store. Moving just down the street (previously housed in a little corner store), the brand has now claimed a large, luxuriously done-up space for shoppers to explore.

And explore they did. Dancers posed on podiums in Intimissimi icons, a silver-grey silk pyjama set here and a white nightgown with matching top and shorts there. At the heart of the store, the brand's best-loved pieces held court, among them the Pretty Flower Gioia bra and the Ultralight with Cashmere collection, while an artist captured guests in personal portraits inspired by the designs. Even the changing rooms got dressed up. In one, guests had their initials stitched in white onto navy silk eye masks. In the very back, a photo booth kept the evening for posterity.

White lace bodysuits were the uniform of the night, worn by most of the room. Vogue Scandinavia's editor in chief, Martina Bonnier, went her own way, layering the new Gioia Pretty Flower 1294 bra under a brown bodysuit to make the most of the lace. Musician and Idol Sweden judge Peg Parnevik arrived with her boyfriend, model Melvin Carrere, joined by fellow judge Katia Mosally and content creators Alva Sperle, Vida Nilsson, Isa Östling, and Tilda Törnqvist. And as if the evening needed one more surprise, Fanny Avonne delivered it with a performance kept under wraps until the night.

The bar also took its cue from the collection. The Gioia cocktail was a cosmopolitan softened with coconut, and the Pretty Flower a rooibos gin and tonic as spritzy as the lace bra it's named after. The canapés, sweet and savoury with macarons among them, kept a secret of their own: the Intimissimi logo, revealed only once each one was lifted from the plate.

Between the lace and the cocktails, country manager Valentina Cristoforetti greeted the guests. Next, Bonnier took to the stage with Maria Vittoria Pescini, Intimissimi's communication and image manager for Sweden, to talk all things lingerie. The Pretty Flower 1294, Pescini explained, has become something of a calling card, with "a recognisable design that feels very much like Intimissimi". Cashmere Ultralight plays a softer game. "With Cashmere Ultralight, it is all about how you wear it, what you pair it with and how much you want to reveal," she said.

In a room full of white lace, her main point hardly needed making. "For us, lingerie is not simply about the product," Pescini said. "It is about how you feel when you wear it."