First up is East!
In 1989, the very first East opened in a basement in a hidden backyard in Kungsholmen. Two years later, it was asked to move to Stureplan, but many had doubts. Nobody lived at Stureplan, nobody even hung out there and the square was not yet part of Stockholm's entertainment scene. But the people behind East jumped at the chance and the regulars were furious. The new East was created by the quartet Peter Lindgren, Erik Videgård, Elias "Saile" Eliasson and Uluc "Bullen" Telmen. This was a quartet that had one foot on the restaurant floor and the other on the dance floor.
The restaurant was given a new symbol of round dots that together form an E. The single solitary dot quickly became synonymous with East and many thought it was reminiscent of the new location and the Sponge seen from above. Thomas Sandell and Peter Hallén designed the interior, which became so popular that students at the School of Architecture did a special project on the "new-simple" architecture.
On the other side of the square, Sturecompagniet had moved in and somewhere here began the transformation towards the new Stureplan - the square that today is more a concept than an address. In the basement of East they started club activities and for the premiere they invited people in a hypermodern way - via floppy disks with invitation phonographs. The date was 28 November 1991. The rest is history. Nearly thirty years later, East is still an Asian institution in the western corner of Stureplans.
Talking about parties... Save The Date: No Limit, 6 March at East!
