Interview Showcasing innovative Swedish designs for 20 years

Showcasing innovative Swedish design for 20 years

In DesignTorget’s 20th anniversary year, Swedish Press met with three of their designers to discuss design inspiration, best-selling dishcloth holders and why Sweden leads the world in innovative design.

DesignTorget is a commercial market place for unique design, with new, handpicked items by both established and up-and-coming designers showcased every week. Founded by architect Jerry Hellström in Stockholm’s Kulturhuset in 1993, DesignTorget now has 17 shops in Sweden and Oslo, as well as a webshop.

Maria Holmer Dahlgren • Art director and designer Maria Holmer Dahlgren was co-founder of stationary company Ordning & Reda, worked on the graphic design for Stockholm’s Hotel Rival, has designed a collection for the Tate Galleries and a special collection of homewares called ‘No Limit’ to mark DesignTorget’s 20th anniversary.

What was your inspiration for the No Limit series?

The name No Limit stands for the way this pattern can change in thousands of ways, depending on the colour combination. The colours I´ve chosen for DesignTorget´s anniversary, the green and black and white, are close to a Scandinavian birch, which is also the material of the trays. The name No Limit also reflects how I think a designer should act/think – no boundaries, no limits, trust your instincts!

Why do you think Sweden has such a strong reputation for excellent design?

Swedish design – often referred to as minimalist – developed during the Second World War, with clean, simple lines and a strong emphasis on functionality. We are a small country, with cold, dark winters that make us stay at home and invest in good interiors and homes. I believe we try harder. We also have several excellent design schools.

Is there one particular designer or design piece which exemplifies Swedish design for you?

Swedish design knows no bounds, diversity is a vital component of Swedish design, so I have to mention many designers; Bruno Mathsson, Olle Eksell, Astrid Sampe, Ingegerd Råman, Signe Persson Melin, Stig Lindberg, Claesson Koivisto Rune, Björn Dahlström, Anders Beckman, Gunilla Lagerhem Ullberg, Märta Måås-Fjetterström and many many more!

A collection of homewares exclusively designed by Maria Holmer Dahlgren for Tate Galleries.

Which piece of work are you most proud of, and why?

My collection for Tate Galleries, absolutely! But I believe the best is to come – I get better with every year!

Annika Gustavsson • Jewellery designer Annika Gustavsson lives on Gotland, and the island and its nature are constant sources of inspiration for her work. She designed the jewellery series ‘Happy Heart’ for DesignTorget’s anniversary.

What was your inspiration for the ‘Happy Heart’ collection?

Before I started sketching, I looked into the history of DesignTorget and what the company stands for. Then I studied their logo carefully and started to make out the shape of a heart in one of the blocks. A happy heart, which I think reflects the spirit of DesignTorget. The love of design and the fact that you always find something in their shops that makes you smile. ‘Happy Heart’ also means a lot to me personally, about the importance of choosing the most fun things in life, instead of always making strategic choices. That’s what’s best for your heart and soul!

Why do you think Sweden has such a strong reputation for excellent design?

Partly because we dare to ‘keep it simple’. We find inspiration in our history, nature and architecture but pare it down in a minimal but playful way and we don’t like to compromise on quality.

Is there one particular designer or design piece which exemplifies Swedish design for you?

If I were to choose one person, it would be the jewellery designer Vivianna Torun Bülow-Hübe, for her ‘Vivianne’ watches and her Mobius series. Her jewellery is so geometric and pure in its simplicity.

What, if anything, about your work would you say is specifically ‘Swedish’?

I have taken inspiration for all my jewellery from my natural surroundings on Gotland. Like the ‘Knappfossilen’ series, based on the button fossil which can only be found on Gotland. My collection ‘Fjärilsvingar’ (Butterfly wings) is also very typically Swedish, in its simplicity and clean lines.

Camilla Ljunggren • Designer and entrepreneur Camilla Ljunggren designed DesignTorget’s best-selling product, the Pluring dishcloth holder, when she was only 16. She now runs the organisation Business Challenge, inspiring young people to start their own businesses.

What was your inspiration when you designed Pluring?

Pluring is the result of everyday innovation. My inspiration lies in examining everyday actions and finding design solutions.

Why do you think Sweden has such a strong reputation for excellent design?

Success is often the result of hard work and talent. I believe this is the case when it comes to Sweden’s reputation for design. We have been good at marketing it at an international level, both in a broader perspective through common brands such as IKEA, H&M, Volvo and Absolut, but also through talented individual designers and high-end design based on excellent quality.

Is there one particular designer or design piece which exemplifies Swedish design for you?

The Ericofon (also known as the Cobra telephone) is for me a classic symbol of Swedish design and engineering.

Which piece of work are you most proud of, or would most like to be remembered for, and why?

For me, the practical use of my design is what I value most. Therefore, Pluring is the piece of work I am most proud of – it makes me happy when I see the product in people’s homes and today I have the pleasure of seeing it in many homes, both in Sweden and abroad.