Plus Licens: News

Here's Joe Cool in Stockholm to celebrate Peanuts' 60th anniversary! Yesterday August 11, the "Being Joe Cool" installation officially opened at the Nordic Light Hotel in Stockholm, with approx. 250 V.I.P. (Very Important Pup) guests attending the launch party.

The "Being Joe Cool" concept has been developed by Sanna Gebeyehu and Johan Ridderstrom at Rekostylisterna. Like Joe Cool himself, the installation builds on attitudes and fads from the early 1970s and features genuine sub-cultural memorabilia from the era in an environment inspired by quotes and key visuals from the Peanuts strip. Design dioramas display a look inside the life and mind of Joe Cool's era through vintage items and movie clips. Floor 7 carries a celebratory Peanuts installation with several snapshots from Snoopy's life on display, and room 710 has been transformed into the "Snoopy Suite".

The lobby also includes an exhibition of fourteen unique Joe Cool figurines by Swedish artists, designers and other creative celebrities who have been invited to make their own personal interpretations of Snoopy as Joe Cool. On October 13, their works will be auctioned off through Bukowskis for the benefit of the organization Friends and their work against bullying in schools.

- This is a great tribute to Snoopy, one of the coolest characters of our time, and also a great support to the work of Friends, says Camilla Olin, Peanuts brand manager at Plus Licens. - From the very beginning, the Peanuts strip dealt with issues like friendship, security and loneliness among children: Charlie Brown's eternal struggle to win friends and become accepted, Lucy's bullying and know-it-all attitude, Peppermint Patty's desperate attempts to fit in at school, and Snoopy's long-time friendship with the tiny bird Woodstock - all these elements have become world-famous symbols for modern childhood as well as for timeless group dynamics and conflicts. We are happy and proud to take part in this project and celebrate the 60th anniversary of Peanuts in a unique manner.

The "Being Joe Cool" auction is made for the benefit of the volunteer organization Friends. A recurring theme is the message that true coolness is beyond the surface, to dare to stand up for oneself as well as for others, also against the crowd - values cherished also by the Friends foundation in its work to reduce bullying, violence, discrimination and other abusive treatment of children and young people in Sweden. Friends was founded in 1997 and works in many ways: school staff training, pupil representatives, parental information, adult team training, information and campaigns.

Join the official Facebook group for the "Being Joe Cool" installation