Think (Swedish) Design

Studio Theolin Consulting AB © 2018
THINK
SWEDISH
DESIGN

“Style” “Virtue signalling
human values”
“User centred”
“Function over form”
“Ikea, clean lines, outlier”
“Empathy”

Destination Sweden
Sweden, Tokyo, Rome, Vienna, Sweden, Boston, Istanbul, London…

Leading and connecting
people and ideas.

Source: Unsplash
Owner
Studio Theolin
Design Education Human
Group of Humans
Member
Design Leadership Sweden
Advisor / Writer
Start Up Guide
Stockholm
Former Curator of Sweden
@Sweden
Former Chairwoman 
Design Sweden
Jenny Theolin
Leading and connecting
people and ideas.

Curated with love

An inclusive and tolerant culture

“Whether it is furniture by IKEA, fashion by H&M,
buildings by Gunnar Asplund, or music by Spotify,
these Swedes all have something in common.
They are based on the same democratic values:
everyday functional design, accessible and
available to all.”
– Jonna Dagliden Hunt

Source: Wikipedia Studio Theolin Consulting AB © 2018
1917

Studio Theolin Consulting AB © 2018Source: Wikipedia
Vackrare
vardagsvara
- Gregor Paulsson
–
More Beautiful
Everyday Things

“There was a force in society to create beautiful
design that was available and affordable to all.
These democratic values lay the foundation for
Swedish design as we know it today,”
– Ewa Kumlin

1930

A decade later, in 1930, Slöjdföreningen
opened the ‘The Stockholm Exhibition’, which
had an impressive four million visitors who
wanted to take part of the breakthrough of
Swedish functionalism.
This was at a time when social democracy
was blossoming, including the start of
“Folkhemsbygget” – a movement to create
better quality of lives for Swedes.

2018

DRIVERS

Democratising design

Sustainability

SPACE10 is a future-living lab on
a mission to create better and
more sustainable ways of living.
(IKEA)
Source: Curbed

Source: Ecodesign Directive Studio Theolin Consulting AB © 2018
The Ecodesign Directive, an initiative introduced by
the EU in an effort to cut energy use by 20 per cent
by 2020, has also had an effect on Swedish design.
The Ecodesign requirement means that products
must meet certain energy efﬁciency standards if
they are to be used within the EU.

BOLON

We were founded through sustainable innovation, using
vinyl waste to create rag rugs. Since then, sustainability has
been an integral part of everything we do.  
Today all our products are designed and produced in
Ulricehamn, Sweden, where we recycle our ﬂooring.
Our products and processes hold some of the world's
most stringent environmental certiﬁcations.
Source:BOLON

Norrgaveln

Our intention is that a piece of Norrgavel furniture
should act as your faithful servant.
A chair that really supports the body, a handle designed
to help ﬁngers and hands to pull out a drawer.
We create our furniture with the intention of it forming a
backdrop to life rather than dominating. So we don’t feel
that the design has to be amusing or create a sensation.
Source: Curated Display

Source: Sweden.com Studio Theolin Consulting AB © 2018
VÄXSJÖ

Växjö – as green as it gets?
Back in 1996, Växjö became the ﬁrst city in the world to set
the goal of becoming fossil-fuel free by 2030.
Since then, the city has backed up words with actions
and is often referred to as ‘Europe’s greenest city’.
Source: Sweden.com

Source: Bee Urban Studio Theolin Consulting AB © 2018
BEE URBAN

Bee Urban provide beehives, biodiversity gardens,
and pollination habitats in urban settings.
Source: Bee Urban

Source: Adolfinas Studio Theolin Consulting AB © 2018
BLOOM IN THE PARK

The concept at Bloom – the “No Menu” – means that the
best is served according to availability, day and mood.

OH BOY

Source: Visit Sweden Studio Theolin Consulting AB © 2018
UPPGRENNA NATURHUS

From a distance it looks like just another traditional red
barn in an open ﬁeld, but on a closer look it becomes
evident that nothing is ordinary about this building.
“We live in a country with seasons. This house extends
summer and advances spring.”

Fashion

H&M

Recycled shoreline waste
in H&M’s new conscious
exclusive collection

Source: Malin Bobeck Studio Theolin Consulting AB © 2018
SMART TEXTILES

Malin Bobeck Tadaa is a textile artist and designer working
with smart textiles, combining traditional textile materials
with optical ﬁber, LEDs and new technology. With her
revolutionary textiles she creates spatial installations that
invites the audience to interact with the art.
Source: Malin Bobeck

Source: Filippa K Circle Studio Theolin Consulting AB © 2018
FILIPPA K CIRCLE

Filippa K Circle is a digital hub where experts in the
interface between innovation and sustainability share
their visions of a better fashion future. Their voices inspire
us to transform the fashion industry.
It is a community where thoughts that can change
the world are collected; a space for discussion,
exploration and innovation.
Source: Filippa K Circle

Crafts

KOSTA BODA
Source: Kosta Boda

Kosta Boda is one of the world’s leading brands of
glassware and art glass. Technology and an understanding
of glass have been reﬁned here in the heart of the forests in
the Swedish province of Småland ever since 1742.
Source: Kosta Boda

GUSTAVSBERG
Source: Populär Historia

Gustavsberg has manufactured porcelain for 190 years
and has driven the development of the Swedish bathrooms
as we know them today.
Source: Populär Historia

SKEDVI BRÖD
Source: Skedvi Bröd

Joel Lindblad of Skedvi Bröd is making his sourdough
crisp bread using traditional techniques

JOBS
Source: JOBS Handtryck

Jobs Handtryck in Västanvik near Leksand is
experiencing a new-found interest for hand
made textile prints.
Source: JOBS Handtryck

Retail

SVENSKT TENN
Source: Inredning och guldkanter

Eighty per cent of Svenskt Tenn’s range consists of products
that are of its own design. Josef Frank alone left behind
2,000 furniture sketches and about 160 textile designs.
In October 1924, Svenskt Tenn opens its doors
on Smålandsgatan in Stockholm.
Only thirty years old,Estrid Ericson, the art teacher
from Hjo, invests the small inheritance she has just
received from her father in her company.
Source: Svensk Tenn

NK

When Josef Sachs founded Nordiska Kompaniet
in 1902 he had a clear vision: the great
department store NK was to be a commercial and
cultural theatre - a contemporary stage. Grand
words maybe, but they still permeate through
every aspect of NK.
Source: NK

Visual / Graphic / Service

Letters from Sweden
Source: Type Journal

People are not perfect, why should typefaces be?
— wonders Göran Söderström, a founder of the
type foundry with the name that speaks for itself
— Letters from Sweden.
Göran has no professional education in type
design but worked in various design and advert-
ising agencies since he was 18 years old.
Source: Type Journal

Stockholm Design Lab
Source: SDL

Everything we do is directed towards positive,
permanent change, and the transformation of
brands into powerful assets.
Source: SDL

Söderhavet
Source: Söderhavet

We create designs that resonate on an emotional
level and at the same time solve genuine
problems for your consumers.
Source: Söderhavet

Doberman
Source: Doberman

Start-up

Source: Creandum Studio Theolin Consulting AB © 2018
Sweden produced 263 exits valued at
$23.7 billion between 2000 and 2014,
according to a study by Swedish
venture capital ﬁrm Creandum.

iZettle offers a range of ﬁnancial products
including payments, point of sales, funding  
and partners applications

“The core of our creative process is to think about
the cultural moment, the tensions, the oddities,
what deﬁned the year. And then we try to see how
music reﬂects how people respond.”
– Alex Bodman,
Spotify’s global creative director.

Klarna is an app you can use to makes purchases
without payment online at selected stores, that you
then pay for later.
The company prides itself on being a simple, fair,
transparent and helpful lender.
Source: Klarna

With the Karma App, you can ﬁnd delicious unsold
food from restaurants, cafees and grocery stores
to enjoy at half the regular price.

Coming to a new country not knowing anyone.
Wouldn't it be nice if anyone would say hi?
Join the Welcome movement.

Yepstr is a gamiﬁed app-based marketplace for
neighborhood teenage-type tasks (garden-work,
dog-minding and babysitting).

Source: Axios Studio Theolin Consulting AB © 2018
The bottom line:
Exits like Spotify's $27 billion public listing
and iZettle's $2.2 billion sale to PayPal are
sure to add fuel to the new wave of
investors and entrepreneurs in Sweden,
building on the local industry's growth over
the last several years.
Avicii

Think (Swedish) Design

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