5 Quick Questions to Michael Elmenbeck

6 June, 2010 kl. 16:08 | Comments

Midsommardans by Anders Zorn

 

Fourth in our 5 of The Same Questions series is Michael Elmenbeck, co-founder and creative director of Letterhead Media, that produces Bon Magazine and many fine custom titles for H&M amongst others.

What is (positive) swedishness to you?

»Freshness, clean design and good quality.«

Is there a shift from minimalism to more extravagance in young swedish design?

»Yes and no, lots of designers and brands try to experiment with more wild design but since the demand is still for minimalism they all end up there finally.«

What image do you consider most representative for Sweden?

»Inge Schiöler, Zorn, Carl Larsson... Old school painters.«

What market would you, personally, like to break in to – and why?

»Art, because art is life.«

What are your favourite swedish …

… fine artist?

»Miike Snow, The Knife.«

… music group/artist?

»Abba.«

… movie?

»Fucking Åmål.«

… brand?

»Josef Frank (even though he’s Austrian …) or Byredo.«

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