Let’s prove the whole d*mn country is a design museum!

Sweden is a design (desti-)nation. From flat-packs, minimalistic tone-in-tone interiors and fashion made for the many, to sustainable architecture and norm challenging ideas, handcraft and care for traditions, for the user, the bystander and the planet. To prove our point we opened Sweden’s first virtual design museum. An online destination showcasing that Swedish design is made to be used – and used again.

Swedish Design Museum became our digital platform to promote Swedish design abroad.

Creative idea and platform development in collaboration with Art Director Lucas Lima.

The launch of Swedish Design Museum’s first exhibition “Live from Sweden” was covered by New York Times T Magazine, Monocle and Architectural Digest, among others. It featured design objects such as Teenage Engineering’s OD-11, Ingegerd Råman’s bowl “One Happy Cloud”, and fashion label Hope-Sthlm’s gender-neutral sizing system and collection “Changes”.

Each object was documented as it was being used, for however long it was used, resulting in really long and somewhat “boring” films depicting Swedish design. After all, not everything can or should be dramatized like a TV commercial.