I love my shop: Hello Tiger! Swedish fashion chain to earn its stripes in Hyde Park

Tiger of Sweden opened its new concept store in Hyde Park last week. Lauren Greaves, marketing manager of the Tiger of Sweden brand in South Africa, spoke to Andrea Nagel. What's the design philosophy of the store?It's based on the minimalism that Swedish design is known for. It is architecturally designed so that all areas of it flow into each other; the changing rooms are as important as the front desk, the seating area and the clothing displays.