Global Contexts - Stockholm's balanced lifestyle, an influence to Spotify

An influence to Spotify,

Stockholm’s balanced lifestyle

Fig.(1)

Break of day, Regeringsgatan.

Subconscious lifestyle.

The people of Stockholm Sweden thrive in an evolving environment that presents itself as almost perfect. A strong adjective, but arguably appropriate from any foreign perspective. Polite residents, scenic nature, Swedish design resonant, intricate history, a successful economy; significant qualities that can negatively taint the reputation of a country when imbalanced. These qualities are reflected in Swedish lifestyle, to a degree where it seems less of a conscious effort and more a natural, innate way of living. A subconscious lifestyle.

A Swedish brand.

Spotify is an evolving, digital streaming brand founded in Stockholm. It is a cultural, inclusive streaming platform that offers an immersive, artistic experience for users, both artists and listeners. A source of music “for every mood�. And even though it has become a subconscious part of everyday life on a global scale, it will always be a reflection of its origin, Stockholm, a physical embodiment of a balanced lifestyle.

Observation one

Work play balance.

Contributions to the Swedish economy are the hardworking residents who work Monday to Friday, with the rewarding weekend to relax and take time off. Outside the “work” environment, daily tasks and errands take up another portion of one’s day alongside play, which can be nonliteral and can come in the abstract form of relaxation, enjoying social company, anything you deem as play. From observation, Stockholm embodies a balance between work and play, and this contributes positively to the wellbeing of its residents.

“There’s a strong culture of flexible working, alongside some of the most generous parental leave and subsidised childcare policies in the world. So it’s not a place you’d imagine finding an exhausted employee struggling to complete workplace tasks or unable to switch off at home.” – bbc.com (1) This may possibly be the driving force behind the stereotyped Swedish lifestyle. With a mindset whereby “flexible working” is widely practiced, the subconscious lifestyle provides opportunity to fit in leisure without suffocation from work pressures.

Making the link Spotify reflects this trait in its versatility to be used regardless of the “mood”. Further to the point, there are curated playlists the platform provides for users to listen to that enhance productivity.

Fig.(2)

All work and no play makes Jack a dull boy.

Fig.(3)

Work break

Lime scooters

Playful mode of transport.

Observation two

A green imbalance, a good one.

There is never too much green, environmentally speaking. Stockholm’s green imbalance describes a city that is more environmentally friendly than not, therefore a good imbalance. Statistically speaking, according to the Environmental Performance Index (2018) (2), Sweden is the 5th most environmentally friendly country in the world. And this is evident in the capital city.

Still a fairly populated capital, Stockholm has no problem with waste and littering. Recycling habits are highly encouraged, further promoted by schemes such as the ‘panta’ (to hand something in and get money in return) (3) system. Owned by the Swedish brand Pantamera, collection hubs are installed across Stockholm, more commonly in supermarkets, where locals can “panta” and receive in-store credit for their contribution.

Fig.(4)

“Panta” in action

Fig.(5)

CO2 on the decline

With the intention to become fossil fuel free by 2050 (4), Stockholm is already showing initiative towards this goal. A large number of Swedes opt for more environmentally friendly modes of transport. From the prominent cycling culture, to other alternatives such as the highly reliable Metro train system and even the upcoming electric scooter rental services, CO2 emissions are gradually reducing in Stockholm.

Cars are obviously still in use but there is a sustainable element to those currently in use.

Swedes are still purchasing new vehicles, but where they can, these new vehicles are more environmentally friendly. Specifically, electric cars are becoming more popular. The popular brand, Tesla, is starting to become a common vehicle name in the already wealthy capital. A car, both stylish and safer for the environment.

“The amount of plastic used to make physical records has plummeted from 61 million kilograms in the 2000s to about 8 million kilograms as of 2016.” – RollingStone (5)

Physical to digital

Plastic pollution on decline.

Fig.(6)

Streaming saves the day

Making the link Spotify is also a green brand, past the colour of the logo. With the intention of providing users the ability to stream digitally, the shift from physical media to streaming has helped reduce plastic pollution (less CDs and physical records being produced).

Observation three

Colour balance and Mood.

Sweden, being a typically cold country, would be fairly blue if it was to be represented by a metaphorical colour. During the coldest of months, it literally can be. However, being the origin of a highly regarded design movement, the nation’s designers possess an array of evolved attributes, colour consciousness being of them.

"Beiges and neutrals reigned supreme in 2019" - Nordicstylemag (6)

Moving into early 2020, beiges and neutral were the popular hues in Scandinavia in general, filtering into Stockholm’s current aesthetic.

Beige and neutral tones connote calmness and relaxation, an appropriate emotive match for the vibe given off by Stockholm’s residents. It also matches the mature, dependable personality Stockholm’s architecture radiates. Splashes of more radiant colours can also be found around the city, adding an extra touch of brightness to society, and consequently, happiness. A subconscious lifestyle with positive emotion.

Making the link Spotify’s use of colour is a prominent part of the brands design language, and furthermore, their personality. The green and dark tonal colour language of their software, through to the contrasting colour and gradient schemes used in their promotional material; Spotify utilises colour efficiently to enhance the brand’s aesthetic and efficiently helps develop an emotive, familiar connection with listeners.

Fig.(7)

Delägargatan, a Tobermory-esque village

Fig.(8)

Jotun's Statement Blue & Local Green

Jontun LADY’s annual colour chart that helps define Scandinavian colour trends for the coming year. “The goal is to create a harmonious dynamic that brings together that understated Scandinavian elegance and an expression of colour and personality." - Lisbeth Larsen, Global Colour Manager at Jotun, on developing the new 2020 palette.

“Larsen’s philosophy is very much based on the understanding that colour has the potential to influence your mood and well-being.” – Nordicstylemag (6)

Scandanavian tones

Emotion in colour

Fig.(9)

Volvo, a worshipped car brand in Sweden.

Tack fรถr visat intresse.

Tack fรถr visat intresse.

"Stockholm is a reflection of the Spotify brand and vice versa. Both, are an embodiment of the Swedish lifestyle, a subconscious representation of a balanced lifestyle."

- Abdul Sulaiman, concluding thought

Thank you for your interest

(1) Savage, M., 2020. Burnout Is Rising In The Land Of Work-Life Balance. [online] bbc.com. Available at: <https://www.bbc.com/worklife/article/20190719-why-isburnout-rising-in-the-land-of-work-life-balance> [Accessed 15 March 2020].

(2) Epi.envirocenter.yale.edu. 2020. Environmental Performance Index. [online] Available at: <https://epi.envirocenter.yale.edu/epi-country-report/SWE> [Accessed 15 March 2020].

(3) Thelocal.se. 2020. [online] Available at: <https://www.thelocal.se/20180328/thatspant-the-story-behind-swedens-bottle-recycling-system> [Accessed 15 March 2020].

(4) The Telegraph. 2020. Revealed: The 10 Cleanest Capital Cities On Earth. [online] Available at: <https://www.telegraph.co.uk/travel/galleries/the-cleanest-capitalcities-on-earth/stockholm/> [Accessed 15 March 2020].

(5) Blistein, J. and Blistein, J., 2020. Is Streaming Music Dangerous To The Environment?

One Researcher Is Sounding The Alarm. [online] Rolling Stone. Available at: <https://www.rollingstone.com/music/music-features/environmental-impactstreaming-music-835220/> [Accessed 15 March 2020].

(6) Nordic Style Magazine. 2020. Scandinavian Colour Trends 2020 | Nordic Style Magazine. [online] Available at: <http://www.nordicstylemag.com/2020/01/ scandinavian-colour-trends-2020/> [Accessed 15 March 2020].

References

(1) Sulaiman, Abdul (Photograph), Break of day, Regeringsgatan, (Taken 06/02/20)

(2)

Sulaiman, Abdul (Photograph), Del채gargatan, Childrens's Park, (Taken 04/02/20)

(3) Thelocal.de. 2020. [online] Available at: <https://www.thelocal.de/20190724/ improve-cycling-infrastructure-can-germanys-cities-cope-with-electric-scooters> [Accessed 15 March 2020].

(4) Thelocal.se. 2020. [online] Available at: <https://www.thelocal.se/20180328/thatspant-the-story-behind-swedens-bottle-recycling-system> [Accessed 15 March 2020].

(5) Ecotextile.com. 2020. Swedish Fashion Council Cancels Stockholm Fashion Week | Fashion & Retail News | News. [online] Available at: <https://www.ecotextile. com/2019070224456/fashion-retail-news/swedish-fashion-council-cancelsstockholm-fashion-week.html> [Accessed 15 March 2020].

(6) Blistein, J. and Blistein, J., 2020. Is Streaming Music Dangerous To The Environment?

One Researcher Is Sounding The Alarm. [online] Rolling Stone. Available at: <https://www.rollingstone.com/music/music-features/environmental-impactstreaming-music-835220/> [Accessed 15 March 2020].

(7) Sulaiman, Abdul (Photograph), Del채gargatan, Local village, (Taken 04/02/20)

(8) Nordic Style Magazine. 2020. Scandinavian Colour Trends 2020 | Nordic Style Magazine. [online] Available at: <http://www.nordicstylemag.com/2020/01/ scandinavian-colour-trends-2020/> [Accessed 15 March 2020].

(9) Sulaiman, Abdul (Photograph), B채gerstav채gen, Saint Sava Serbian Orthodox Church, (Taken 04/02/20)

Figures list

Tacks.