Gabrielle Green: Design in Stockholm

Design is what I am here for and design is the topic of the day. In my opinion, I think it is a fact that the Swedes are stylish. If I haven't shown this in the example of the office environment, let me try again with a discussion of the books at Bonnier Fakta, the designers I have discovered throughout this city and the beautiful things I have found, love, and really wish I could bring home with me. Here are a few examples.

All cities like Stockholm should have a typeface designed especially for their train network. Helvetica does not have to be the universal option. I love this kind of thing - design brought into common usage, not merely a selling tool. In Stockholm's example, Esseltub, by Stig Åke Möller, the result is timeless. I should also point out some pretty stylish tile choices, some stations could be described as almost mosaic in style.

I can't really avoid it any longer, its time to talk IKEA. Yes, living in Stockholm has been an opportunity for me to visit the flagship store.  I was surprised to see that Ikea catalogues are the same in Australia as Sweden, which led me on a bit of an investigation. I can confirm that 145 million copies are produced worldwide in 25 languages. According to IKEA it is 'the most widely-read publication after the Bible'.  After witnessing the stress of the new Bonnier Fakta's The Child is Born, with Lennart Nilsson going to press with nine languages simultaneously, I really don't wish to think about 25 editions of one catalogue.  

Anyhow, the reason for my visit is that I have fallen in love with the IKEA textiles. I will point out this is a section best avoided at the Sydney store for its limited and hideous range. In Sweden, it is extensive. What became obvious to me at the Swedish store is the importance of the designers behind all the items. The fabrics are separated into designer selections. The designers are well known here. It is exclusive to be chosen. They are reputable designers. I have long thought this store to be about cheap and affordable but I am realizing that the style component is crucially important. I think the way the furniture is used (or not used in an Australian context) makes a stylish difference.

Bonnier Fakta makes beautifully designed books. In defense of my own company (which also makes beautiful books) the market in Sweden is much smaller. Lower numbers of books are sold and therefore competition allows for strong design, style and elements that make books really special. These features may only be of interest to book designers, but if there are any reading, foiling, leather spines, embossing, page thickness, ribbons all get special attention. Typography in particular stands out with the ability to be seen, look sensational without the aid of drop shadows and outline.

To summarize the design scene in Sweden from my limited experience ­- I'm impressed!

Slide show: Gabrielle Green: Design in Stockholm