The Scandinavian Outdoor Group, SOG, redesigned the Scandinavian village at Ispo Munich. Together with the Nordic School of Design, the SOG came up with a new updated visual image for the Scandinavian village, which hosted more than 30 Scandinavian brands. The SOG has 40 members, with the newest, joining in 2012, being Mora of Sweden and Tierra, which is part of the Fenix Group.