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. Every element of the store is imported from Sweden, from the tiles on the floors to the lighting. Even the shopfitters were brought in from SwedenAre there any other branches?Yes, there is a Tiger of Sweden store in Melrose Arch and another in Sandton. We also have a concept store at the V&A Waterfront, in Cape Town.Why Hyde Park?We launched a pop-up store last year in the centre to test the waters. It was a huge success. The upmarket clientele really loved the brand. We know that at Hyde Park we have access to a market that wants to buy luxurious brands.What's the story behind the name?Tiger of Sweden was founded in 1903 by a family that made uniforms for soldiers. Their signature is exceptional tailoring and fabrics. The word tyger is Swedish for fabric, so it is a very good fit. The family chose the face of a tiger as their logo.How did you launch the shop?With a fabulous fashion show revealing our spring and summer 2015 and winter 2015 collections. The band Shadow Club played the music.What is the soundtrack of the store?Gentle contemporary music from around the world.Describe the shop in a sentence.A focus on design rather than retailing...