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Our current and previous campaigns

Our mission is to inspire the world to discover Sweden. Through smart, creative marketing, we build a positive image of Sweden that sparks curiosity and drives interest in travel. Our marketing campaigns are designed to reach broad international audiences and showcase Sweden as a destination of a different nature.

Our campaigns

A woman taking off her coat in a small lobby area with Swedish designer furniture from Småland.

Eine Frau zieht ihren Mantel in einem kleinen Lobbybereich mit schwedischen Designermöbeln aus Småland aus.

Möbel-Design

Furniture design

Design

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Swedish design is made to be used. To fully experience it, observing is not enough. You need to feel it, smell it, touch it and put it to work.

A tree house in the forest. Several bird boxes decorates the outside of the house.

Ein Baumhaus im Wald. Mehrere Vogelnester schmücken die Außenseite des Hauses.

Biosphere vom Treehotel, Harads

Une cabane dans les arbres dans la forêt. Plusieurs nids d'oiseaux décorent la façade de la cabane.

Biosphère au Treehotel à Harads

Biosphere at Treehotel, Harads

Top design places to visit in northern Sweden

Looking for places to explore Swedish design, arts and crafts on your holiday in Sweden? Svensk Form (the Swedish Society of Crafts and Design) has put together this list of the top design places to visit in northern Sweden.

Top 6 design places to visit in northern Sweden

Kosta Glassworks

Glasriket – a wonderland of glass

‘The Kingdom of Crystal’ – Glasriket – invites you to experience renowned glassworks via a range of activities – and ample opportunity to stock up on some iconic Swedish decor.

A house by the water in a frosty and snowy winter landscape. A lake is in the background.

Une maison au bord de l'eau dans un paysage hivernal glacial et enneigé. On voit un lac en arrière-plan.

Demeure des artistes Carl et Karin Larsson

Artist Carl Larsson’s homestead

Top design places in Stockholm and middle Sweden

Looking for places to explore Swedish design, arts and crafts on your holiday in Sweden? Svensk Form (the Swedish Society of Crafts and Design) has put together this list of the top design places to visit in Stockholm and central Sweden.

Top 7 design places in Stockholm and middle Sweden

Außenansicht eines älteren, weißen Gebäudes, des Nationalmuseums

Nationalmuseum in Stockholm

Buitenkant van het oude gebouw, Nationalmuseum.

5 design must-sees in Stockholm

Here are 5 design must-sees for your trip to Stockholm, from an art gallery in the archipelago, a national museum established in 1866 to a must-visit cemetery (!)

Glass blowing

5 cultural must-visits in Småland

Småland has a diverse design scene, to say the least. Why not create your own glass art in the Kingdom of Crystal? Learn all about the story of IKEA in Älmhult. Or visit the childhood home of a world-renowned Swedish furniture designer. You’ll also find a rural museum and four barns filled with contemporary art.

Two clear glass vases with greenery on the shelf of a String shelf, a famous design from Svenskt Tenn.

Vases in the bookshelf String by Svenskt Tenn

Swedish design

Heard of H&amp;M and IKEA? Swedish. Acne, J. Lindberg, WESC, Filippa K, House of Dagmar? Also all Swedish.

The Gothenburg Town Hall

Top 5 design and architecture must-sees in Gothenburg

Gothenburg is a creative city with great design shops, art galleries and interesting architecture. Here is a list of some design and architecture must-sees on your visit to Gothenburg.

Svenskt Tenn, Stockholm

Swedish textile design – a perfect weave

Textile design has a strong heritage in Sweden and a distinctive yet diverse aesthetic. Here’s an introduction to this artisanal world and the most important names within it.

Perspective Studio, Stockholm

Design lover’s top 10 in Stockholm

The best of Swedish and international design. Find stores for contemporary home interiors, fashion, kitchenware and handpicked vintage pieces.

Different-coloured Kånken backpacks arranged on a sidewalk.

8 Swedish designers with timeless appeal

Swedish design has a set of characteristics – functionality and timelessness among them – that apply across the spectrum, from furniture to fashion. Here’s an introduction to a cluster of Swedish designers offering covetable bags, accessories and shoes.

A bright interior setting, with design items set up on display by a window.

"Welcome to Sweden", photo from London Design Biennale 2016

Swedish design – beautiful everyday things

Whether it is furniture by IKEA, fashion by H&amp;M, buildings by Gunnar Asplund, or music by Spotify, these Swedes all have something in common.“They are all built using the same user-friendliness and democratic starting point,” explains Ewa Kumlin, the Director of the Swedish Institute in Paris.

A living room at the interior design store Svenskt Tenn. A square table and two armchairs in front of a red sofa. Vases, books, candlesticks and other interior design items decorates the room.

Living room at Svenskt Tenn

Swedish furniture – a modernist story of enduring style

The timeless appeal of Swedish furniture was set in the past, by a cluster of iconic designers, but it continues to progress and fascinate.

Inside a furniture store. A setting with a sofa, armchairs, tables and a large plant. Two large lamps are hanging from the ceiling. Different interior design items are placed on the tables.

In einem Möbelhaus. Ein Setting mit Sofa, Sesseln, Tischen und einer großen Pflanze. Von der Decke hängen zwei große Lampen. Auf den Tischen sind verschiedene Einrichtungsgegenstände platziert.

Möbelgeschäft

Intérieur d'un magasin de meubles. Il y a un canapé, des fauteuils, des tables et une grande plante. Deux grandes lampes sont suspendues au plafond. Différents objets de design d'intérieur sont posés sur les tables.

Magasin de meubles

Furniture store

Where to find the best of Swedish interior design

Handpicked stores in Gothenburg and West Sweden, Malmö, Småland, and Stockholm.

Small cottage made of orange and white plastic set in a green area of Kivik Art Centre.

Venturo cottage at Kivik Art Centre, Skåne

Top design places to visit in southern Sweden

Curious of Swedish design, arts and crafts on your holiday in Sweden? Svensk Form (the Swedish Society of Crafts and Design) has put together this list of the Top design places to visit in southern Sweden.

Top 9 design places to visit in southern Sweden

Norrgavel in Småland

The enduring appeal of Swedish design

Swedish interior design is celebrated across the world. Though functionalist at heart, it’s a nuanced affair – an innovative minimalism with a twist.

Glassblowing

Discover Swedish design via glass and ceramics

A good way of bringing a slice of Swedish design into your home is via glassware and ceramics. There’s a vast range of names to consider, many of which have centuries-old heritage yet a modern outlook and aesthetic.

Models wearing ATP clothes standing in a line.

ATP Atelier

Swedish fashion – a story of substance and style

Swedish contemporary fashion is celebrated for its timeless sense of cool. But it’s more diverse than you might think – Swedish designers master everything from catwalk fashion to laid-back denim looks, often with sustainability at its core.

Fashion

Swedish design is made to be used

Want to plan your holiday based on your interests? Select activities of choice or explore Sweden geographically.