ISWAP GUERILLA STORE ISWAP concept was developed in 2009- the year of global changes with the election of the new US president Barack Obama and the economic recession. A year of hopes and fears that changed people’s lifestyle. In the Fashion retail industry, consumers started to think and shop differently too. Iswap concept was born: “Change for better”. “Try new things”. “Enjoy the present”. “Treat yourself”. “Have fun”. New shopping experience: iSWAP is designed to offer something different, special and unique in terms of decoration. The black walls and flooring are made of metals and the inspiration was taken from the underground look. New brand mix: ISWAP offers a wide range of printed t-shirts by young artists from Australia and Los Angeles influenced by the surfing and skateboard culture. Additionally, one can find casual chic brands with a touch of creativity. The concept is dedicated to street wear for men’s, women’s and kids. The mission is to create an impact in the street culture and supporting young artists and emerging designers to collaborate and create original projects for a young target at affordable prices. ISWAP logo was designed by Surface to Air studio (http://www.surfacetoair.com) based in Paris that works in the creative fields of fashion, graphics, photography, design, music and films. ISWAP opened last December 2010 and is part of Maison Bo-M space that is located in Nojoud Mall in Riyadh next to the Intercontinental Hotel. This project was created by Art of Kohl Ltd Co. ISWAP Nujoud Mall, Maison Bo-M building, Riyadh- Saudi Arabia (Next to InterContinental Hotel) T: +966 1 2021 205 hello@goiswap.com