For Björn Borg, Maurice van Bakel was asked to craft a stand for Modefabriek in Amsterdam in 2009, which the fashion brand would be able to reuse at future trade fairs. The design is based on the recognisable round logo of the brand, and its colours of red and white. The stand was set up as an architectural installation that visitors were invited to explore. A surrounding white wall largely concealed what was inside. However, large voids cut from the side walls were fitted with mirror glass which, thanks to intelligent lighting solutions, allowed visitors to peek inside.
A circular opening or oculus in the exterior wall tempted passers-by to enter the world of Björn Borg. Positioned behind this opening was a rotating platform on which mannequins displayed key items from the latest collection. Inside, the vibrant colours of the collection stood out in sharp relief against a backdrop of white and mirrored walls, which optically enlarged the stand.