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Inside Swedish Design

Inside Swedish Design promotes awareness, values and innovative elements in the Swedish design industry where world leading companies and internationally renowned designers coexist with the next-generation of talents and science for the interior landscape of tomorrow. Inside Swedish Design is a collaboration between Interior Cluster Sweden, The Swedish Federation of Wood and Furniture Industry (TMF) and Stockholm Furniture & Light Fair to increase the presence of the Swedish Interior Industry in the global market.

Respect – an inside Swedish design perspective on sustainability

A film produced by Interior Cluster Sweden with the aim to support Swedish furniture companies to strengthen their international relations and to make the Swedish furniture industry more visible to the world.

Swedish natural resources, distinctive sustainability thinking and values are far from obvious in all countries and is something we are proud of and through the film it is used as competitive advantages to strengthen the Swedish furniture industry on the international market.

The film becomes a voice for the sustainable perspectives that characterize the Swedish furniture and interior industry and represent and distinguish the design nation of today.

Our film "RESPECT - Inside Swedish Design" won Gold and Grand Award at the World Media Festival in Hamburg.

Thanks

The movie is made together with Abstracta, Blå Station, Fabrikant, Glimåkra of Sweden, Kinnarps, Källemo, Lammhults, Materia, NC Nordic Care, Nola, Offecct, Skandiform, Stolab, String, Zero och Örsjö.

With help from Carlssons Smide, Gemla Fabrikers, Målerås glasbruk, RISE, Science Park Borås, The Swedish School of Textile, WOG metall, Åberg & Söner, Jonas Bohlin, Lisa Hilland and Charlotte von der Lancken.

Åby/Tjureda bandyhall, Telekonsultarena, Öjaby Herrgård, Asa Herrgård, Envall Productions with Vingaland teams.

Behind the scenes

Forest studio set up in Helgö, Växjö. Interior Cluster’s Christine Ingridsdotter helped the filmteam to shake some leafes into the armchair scene while camera was tracking sideways.

October is always so colorful. We thought it looked like a landing on Mars when viewed from the 4K drone when it came down from the tree tops. Check it out in the film.

Fika is important in Sweden, especially during filming. Interior Cluster Sweden CEO Anna Rosenqvist went all-in in supporting the film team with fika. Even with Santa Clauses in foam and onion herring...

Photographer Christian Vestby is strong! Running sideways and keeping up with our sporty actress Alma is hard even without holding that Ronin camera stabilizer…

How to film a write board in the forest? In night time, with a big spotlight and smoke of course. And a tracking camera.

It was decided to portrait all furnitures in the Swedish nature. We thought that a task chair on wheels should like to enjoy the big openess on a frozen lake. And it did, even when the snowstorm hit it. Director Anders Envall turned it with a fishing line.

It took some time to get to the rapids. We actually found it with Google search on our iPhones. It was the real wilderness with us painstakingly carrying of equipment and chair.

This was the temporary studio for the this light. Photographer Jan Forsberg was taking close up on Kvist. Kvist means branch so we thought it would match nicely among fir trees. And it did.

Low on snow when we were planning to film our actress Alma. Well, we called the bandy club Åby-Tjureda in Småland and they helped with both scraped snow from the ice inside their fantastic stadium and the tractor to get the last scene!

Because of the lack of snow a week before the film premiere February 4th we also had to ask the Telekonsult Arena in Växjö if we could borrow it for an hour. Here we could have actress Alma to fall and land on the Olympic and World champion Carolina Klüft’s jump mattress.