Our third group of Berghs students brought together elements of “Swedishness” that they encountered around town. Like in their choice and repetition of colors in, and the mirroring of Swedish architectural forms, they are also playing against the definition of typically Swedish by reflecting advertising they found around town. They want to show the absorption of new habits into today’s Swedish popular and visual culture.

The expression “Typically Swedish” does not mean the same thing as before. It is now a subtle mix of traditional and brand new things. From the color of the buildings and the irrational love for flower markets to the desire to make advertising inclusive and the need to travel exclusively on electric scooters. Sweden and the Swedes both share this respect for traditions and the desire for progress – and that is “Typically Swedish.”

Illustration:
MYLENE FOUCONNIER
VALENTIN LEROUVILLOIS
CHARLOTTE FUKS