Studiebesök i Svenska Ambassadörsresidenset

Nicola Clase, Sveriges ambassadör i London, tillhör en ny generation diplomater, som förstår att främja utbyte och Sverigebilden genom nya kanaler och kontaktytor i samklang med tiden. Kreativa näringar, nya målgrupper, mat, design, musik, litteratur och livsstil finns med som en självklar del utöver det sedvanliga politiska arbetet. Nicola Clase porträtterades nyligen i Financial Times om sitt arbete som ung kvinnlig ambassadör i London, och livet i det gamla residenset på Portland Place ritat av Robert och James Adam i slutet av 1700-talet. I den klassiska brittiska miljön, hoppas vi nu kunna göra en överraskande installation med samtida svenska designer, konsthantverkare och kreatörer inbjuds att skapa verk som kommenterar och relaterar till den befintliga miljön. Krockar och oväntade inslag i den traditionella miljön. Aia Jüdes, själv ung konstnär och fotograf, står för urvalet. Vi fick komma till residenset på studiebesök för att mäta och titta på utrymmena och dessa möjigheter. Tidigare har Nicola Clase öppnat upp för matevenemang som VisitSweden arrangerat och nu planerar lokala Exportrådet också en satsning med lokala möbelföretag. En livaktig svensk främjarkrets i London!

The young and progressive Swedish Ambassador to London, Nicola Clase, generously welcomed us to pay a study visit to her residence, located in the old British castle-like residence on Portland Place. The residence was built in the end of the 18th century by Robert and James Adam. Clase, belonging to a new generation of diplomates, knows the value of nation branding through creative industries, and is ready to use her skill and space for other types of event than only traditional and political channels. She was recently portrayed in the Financial Times. In September we are planning together with the Swedish Institute, to make a strong impact with Swedish Design goes London - including design, fashion, food and lifestyle. The idea for the residence, is an installation with Swedish artists and designers, cutting edge and far from the conventional view on contemporary Swedish design as minimalistic, reserved and cool. We want to bring on more heat and surprises to the London audience during the Design Festival.

 

Nicola Clase shows the residence to our group, here curator Aia Jüdes and flower artist Gunnar Kaj

Gunnar Kaj

Aia Jüdes, photographing on the balcony facing the Portland Place - what an exposure!

London based design journalist Johanna Agerman Ross, Daniel Golling, Nicola Clase and Aia Jüdes

Ann Nielsen from the Cultural Section at the Embassy, Sara Karte of Swedish Trade Council, Trainee Christoffer Carlander, Daniel Golling, Form - thinking of all the different potential events to make at the residence

Swedish design goes London

Svensk design har inte visats i samlad form på länge i London. Det vill vi råda bot på, och i den ambitionen besökte jag på nytt några av aktörerna på plats i fredags. En härlig dag med strålande sol och inspirerande vårkänslor. Mode, design, livsstil generellt. Utmaningarna är stora om vi ska kunna synas och göra skillnad bland alla ca 400 evenemang som pågår samtidigt. Först kommer en modevecka, som precis övergår in i London Design Festival 17 - 23 september. Glädjande är att den svenska ambassaden och de svenska främjarmyndigheterna på plats är så aktiva, positiva och öppna för att erbjuda insatser och arenor. Med gemensamma krafter ska vi nog kunna åstadkomma något bra där nation branding, exportfrämjande och kulturutbyte kan mötas och stärka genomslagskraften. Som vanligt är utmaningarna att hålla hög kvalitet och framförhållning utan pengar.

The Finnish Pop up restaurant "Hel Yes" was the talk of the town last year during London Design Festival. There you could experience Finnish feeling, food, photo, design, music, and the restaurant was packed for the two weeks. What can Sweden do to make an impact, without extensive financial needs, but with enthusiasm, fantastic designers, companies and fashion brands ready to take on the big city of ideas in September? At least we know that we will show our young design talents in the exhibition ung8. We also know that our Swedish Ambassador to London, Ms Nicola Clase, is willing to open her residence for high quality promotion of Swedish design, fashion and food in collaboration with our friends in London. So the audience can meet Swedish fashion, food and form in various ways in September. I also would love to arrange so that the exhibition covering 40 years of 10-gruppen, could be shown in London in a suitable arena. 10-gruppen big in the 70's and big today. The political and social engagement of the 70s can meet the engagement of today, and the relations between England and Sweden when it comes to textile and patterns and their importance. I had the catalogue with me, and the idea was met by large enthusiasm.

London here we come

A greeting by British artist Antony Gormley mets you in the office of London Design Festival

William Knight of London Design Festival meets by their office on Frith Street W1D, where I arrived first in the sunny spring morning. William is willing to help us finding right arenas and will look into possibilities for the 10-gruppen exhibition. We plan to partner up with the Design Festival to be included in the overall guide for the festival week.

Inspiring meeting at the Swedish Embassy hosted by Carl Otto Werkelid, cultural counsellor, here holding up Form in English - thank you Carl Otto. Carl Otto and his collaborators Ann and Kristoffer, will help us with contacts and promotion and the events at the Swedish Embassy. Sara Karte from the Swedish Trade Council is working on a concept to help the export promotion for the established Swedish Furniture Companies in a special show case event at the embassy, aimed at British architects and buyers. With this positive response I feel that we can make a strong collaboration and impact. 

Peter Massey, in charge of the exhibition at 100 % Design in London - by far the biggest arena for b & b during the Design Festival - where all architects, buyers, journalists etc come. He had some new and interesting concepts for the upcoming fair, not yet to be revealed. Peter welcomes all Swedish Companies to exhibit at 100 % design, and we will be happy to collaborate. Our magazine Form will be present all over London this week, including 100 % design.

Piers Roberts of Designersblock in London, whom I have known for many years now from design events all over the world - we met first in Tokyo in the beginning of 2000 - welcomes at the head quarters of Designers' block on- 32, Cremer Street , E2 8HD - a trendy east district. Designers' block found a new good venue last year in London, where they will probably go this year again. We are thinking about showing ung8 in Designers' block to give the young designers a chance to meet others and to be part of the whole package, which a partnership with Designers' block can offer.

An old, beautiful and scruffy building, used to be Piers' home for 8 years, now their offices. A arty space, where many parties have been held over the years For example Swedish company Bolon had a party here a few years ago. 

Designersblocks' venue in Milan in April