The theme of the project was reinforced by repeated use of references from past, present and future: as the relationship between Princess Diana and Arabian Dodi, used as a symbol of breaking the norm - or playing with the SAS brand, a comment on today's class distinction.
February 2019 became the start of the project. A comprehensive design system was developed in which the same contrasts between the past and the future, the elegant and the raw, were used as a concept.
Karpe's close association with the fans demanded that they get ownership of the concept early. Website with lyrics and links to all references, storytelling through social media, instagram stickers, and a wide collection of merch for both children and adults became important parts of the project.
