Through the initiative Democratic Front Row young fans from across the globe could take a seat next to the fashion insiders on the front row . Using groundbreaking live-streamed virtual reality, celebrities were replaced by robots and for the first time the public could review a fashion show in real time.
The installation was equipped with cutting edge virtual reality cameras streaminging the show live from the best front row seats. Celebrities including artists Rebecca & Fiona and stylist Bea Åkerlund gave up their seats at the show and handed them over to the young fans.
Democratic Front Row gained extensive coverage in both Swedish and international media, and was featured in Vogue, Forbes, Vice: The Creators Project, Vogue and Trendhunter with a totalt reach of 162 million. The project was showcased at SXSW under the Swedish Affair.