Norwegian men’s and women’s fashion lifestyle brand Moods of Norway celebrates the opening of its first store in New York on September, 7.

The store that is located at 75 Greene Street in SoHo carries the Autumn/Winter 2012 collection, entitled “Cocktail Mountaineering”, on brightly painted scaffolding towers surrounded by stacks of wood, pick axes and vintage toy tractors as three gold chairlifts hang suspended from the ceiling.

Norwegian cultural touch points abound in the shop, from Freia candy bars and bags of Vafler (Norwegian Traditional waffle mix) to King Oscar sardines and cases of Vodka that are on display throughout the 2,300 square feet of selling space.

A video installation creating a surrealistic utopian journey through the Fjords of Norway envelops the store’s interior.

Moods of Norway launched in the US in 2009 with a freestanding store in Los Angeles on Robertson Boulevard. The new store is the brand’s 13th location worldwide and its second US location.

“I am thrilled that Moods is oening a retail destination in the most important fashion market in the US, if not the world,” said Moods of Norway, US CEO George Santacroce. “This is the first step of our national roll-out of freestanding Moods branded retail locations.”