Photo: MARK RALSTON/AFP/Getty Images

May 16th, 2009

Meilinda Soerjoko

 Moods of Norway's US flagship store is now open to the public. Last night was an exclusive invite-only event at the 113 South Robertson Boulevard location in Beverly Hills. The 2,500-square-foot retail space comes decorated with a golden-lacquered tractor (the logo of the brand), a Norwegian fjord mural on one side of the wall and a traditional wooden wall detail on the other, as well as changing rooms in the form of a  wooden cottage with grass roof, complete with Norwegian decorative knick-knacks including a picture of King Harald V.

Left to Right: Simen, Stefan and Peder. Photo: MARK RALSTON/AFP/Getty Images

Photo: MARK RALSTON/AFP/Getty Images

 The event brought in celebrities such as Perez Hilton, The Mentalist series regular Amanda Righetti, Jennifer Finnegan (CBS Close to Home),actor Jonathan Silverman, L.A Look's Denise Fleming, Dave Fleming of Mosaic Group (dressed in a flash Moods black suit) and other high-level entertainment executives, photographers and models. There was an influx of Norwegians who flew in from Norway for the store opening,  all sporting nearly identical Moods' plaids blazers, with some exception wearing the posh Autumn/Winter 09 pieces. At the back of the store, Norwegian grandmas were cooking up waffles for guests. The bar at the front served Norwegian vodka and the only thing "foreign" from last night's event was Italian Peroni beer, a sponsor for the event. Overall, it was your expected cool, hip, stylish Hollywood crowd spiced with umlauts.

 The three designers-Simen Staalnacke, Peder Borrensen and Stefan Dahlquist initially came up with the idea of creating a clothing brand during a late night after-party in Honolulu, where Stefan and Simen attended college, with Peder a regular visitor. Six years later, the brand has left a remarkable trail of success with stores in Norway, Sweden, the Benelux and Japan and now the U.S. Adapting the slogan, "Happy Clothes For Happy People", Moods of Norway incorporate color blocks and the revival of 80's colors in modern forms. From swirly floral spring and summer dresses for women to funky plaids for men's wear, shoes that are too good to miss..and Grandpa's Discowear boxer shorts.

  The soft launch is a 3-day affair with a hard launch scheduled for July. When I visited the store 2 days earlier, finishing touches were still being done (previous tenant was Madison and Moods renovated the entire space) and it's amazing how everything came into place on time for the soft launch. One thinks that a 3-day launch is barely a soft one, especially when the third day, tomorrow on May 17th, coincides with Norwegian National Day, complete with a party at the Mondrian-invites only-after a Sunday afternoon of more waffles, beer and vodka. Happiness awaits. Happy, happy, joy, joy!

Congratulation to Simen, Stefan and Peder.

xoxo Minx Meilinda, with Aloha.

 Photo: MARK RALSTON/AFP/Getty Images

Left to Right: Simen, Peder, Perez Hilton, Stefan. Photo: MARK RALSTON/AFP/Getty Images

                                Photo: MARK RALSTON/AFP/Getty Images

View more pics on the photo album below.

Still haven't seen enough pics? Click here for more pictures by Wire Images.