Nordiska museet
Art Direction & Design

For its 150th anniversary, Nordiska museet went into its own archive. The pieces it came out with date from 1873 — the year Artur and Sofi Hazelius opened their first exhibition and the museum began: mittens and knee-length wool socks donated that year, a scarf knitted during the war, a hat from the turn of the century. Alexander Stutterheim — himself represented in the museum's collections — turned them into garments of organic Öland wool, made in small quantities.

We handled the art direction and design around the collection: the shoot, the labels, the packaging and the press kit. The models are museum staff, photographed by Elisabeth Toll. It seemed right that the people who look after the collection should be the ones wearing it.

The same collaboration produced new uniforms for the museum's staff, built from the same visual language.

"Drawing inspiration from the museum's collections is fundamental. We invited Alexander, who is himself represented in our archives, to explore our artifacts with his expertise," says Vanessa Gandy, Head of Experience.

The Scope

Graphic Design
Art Direction
Photoshoot
Collection label
Packaging
Press kit