Swedish Design Museum Turns Open Houses Into Design Exhibition

Swedes are famous for their excellent sense of style, particularly when it comes to functional interior design. But few get to experience the Swedish lifestyle and design in real homes, up close and personal  until now. “The Home Viewing Exhibitions,” the latest exhibition from the virtual Swedish Design Museum, changes the way we experience Swedish design by turning open houses into a design exhibition. The exhibition opens on October 18 and will be available online and in real life in Sweden.

The result of the Swedish design culture is a country where each home is a goldmine for anyone who wants to experience the country’s rich design history. Through “The Home Viewing Exhibitions,” the Swedish Design Museum encourages people to tap into a well-known Swedish behavior: visiting an open house for inspiration.

In the Swedish Design Museum, a few select homes all over the country, with typical Swedish design and architecture, are put on display. The exhibition offers a wide variety of homes – from villas to apartments, both in the city and on the countryside.

Niki Brantmark, British author and blogger specialized in Swedish and Scandinavian design, is the curator of the exhibition. To inspire people and tell the stories behind selected design pieces, Swedish design culture and architecture, Niki Brantmark has handpicked the most interesting homes to be featured on www.swedishdesignmuseum.com.

“When I first moved to Sweden, I was mesmerized by how people lived. The homes were as if taken from an interior design magazine. Now I’m excited to invite others to experience Swedish design and the Swedish lifestyle just like I did 14 years ago,” says Niki Brantmark.

“Swedish design is founded on the principles of making the everyday special and to honor simplicity, form and function over unnecessary frills. So what better way to explore the design than by peeking into ordinary people’s homes,” says New York-based Swede Fredrik Carlström, founder of members club and private co-working space Alma that was awarded "Best Interior Design” by the Association of Swedish Architects in 2017. 

> Watch a short video about the exhibition: youtu.be/2JvJSD-iS7g

> View and download photos: https://visitsweden-my.sharepoint.com/:f:/p/asa_ericson/Ei8Ykh2GiqNLqVttZqJU7AYBmOwyWPg7f_DyO1Ej-w-moA?e=pudJpw Photo credit: Mickel Yu 

About the Swedish Design Museum
Swedish design is made for the many, made to be used – and used again. It breaks norms and challenges preconceptions. Moreover, it is shaped by its context, the beliefs and values of Swedish society. To make this accessible, we opened Sweden’s first virtual design museum in 2017. The Swedish Design Museum is not your typical museum – it has no physical collection. It is a virtual museum with the purpose of making Swedish design accessible (online) and visible to people in all corners of the world. In the current exhibition “The Home Viewing Exhibitions,” the visitors also get the opportunity to experience Swedish design through real-life open houses all over Sweden. New objects will continuously be added to the museum until November 14.

About Visit Sweden
Visit Sweden
is a communications company promoting Sweden as a destination and as a brand. Our vision is to create a desire for Sweden, to encourage more foreign travelers to travel there. Visit Sweden forms partnerships with Swedish regions and other players in the Swedish tourism industry, as well as non-tourism organizations to raise awareness and interest about Sweden as a tourist destination.

Through the design program, commissioned by the Swedish government, Visit Sweden in collaboration with Architects Sweden, ASFB-Association of Swedish Fashion Brands, the Swedish Federation of Wood and Furniture (TMF) and Svensk Form, aim to highlight Sweden’s innovative, bold and creative design culture. Design and creativity is of huge importance socially, culturally and aesthetically to Swedes, and has a deep connection to the country’s progressive values since it is driven by the idea of equality for all.

Visit Sweden is present in ten countries worldwide and combines local presence with market-wide communication. Visit Sweden is equally owned by the Swedish Government through the Ministry of Enterprise and Innovation and the Swedish tourism industry through Svensk Turism AB.

For more information, please contact:
Melinda Martino
Senior PR Manager
Tel: +1 917 340 9330
E-mail: melinda.martino@visitsweden.com

Jennie Skogsborn Missuna
Chief Experience Officer at Visit Sweden
Tel: +46 73 152 46 50
E-mail: jennie.skogsborn.missuna@visitsweden.com

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About Us

Visit Sweden is a communications company promoting Sweden as a destination and as a brand. Our vision is to create a desire for Sweden, to encourage more foreign travelers to travel there. We are present in 10 countries worldwide and combine local presence with market-wide communication. Visit Sweden is equally owned by the Swedish Government through the Ministry of Enterprise & Innovation and the Swedish Tourism Industry through Svensk Turism AB. www.visitsweden.com

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