SWEDISH ICONS - LINING THE STREETS WITH SWEDE IDEAS
VENUES : STYLE:NORDIC, 39 Ann Siang Road
Bus shelters along Orchard Rd, Scotts Rd, Napier Rd and Fullerton Rd
DATES
November 22 to December 4, 2007 (outdoor)
November 22 to December 8, 2007 (STYLE:NORDIC)
Singapore

SWEDISH ICONS - LINING THE STREETS WITH SWEDE IDEAS

PHOTOS OF ICONIC SWEDISH DESIGNS & INNOVATIONS AT BUS STOPS AROUND THE ISLAND

The next time you sip a packet drink or start your car’s engine, think Sweden. Can’t see the relation? While they seem as different as blue and yellow, a little known fact is they are both Swedish inventions.

From November 22, Singaporeans will come to realise just how many other items used in their daily lives were created by Swedish inventors. Swedish Icons, a photo exhibition celebrating the best of Swedish design and innovation will be held for the first time and will feature a collection of seven exquisite photographs of Swedish inventions like you have never seen them before. Shot
in a high-contrast, minimalist style by acclaimed Swedish lensman Peter Gaszynski, items like the dairy cream separator, the aseptic carton package, the turbo engine, the self aligning ball bearing and screw propeller are made to look like works of art. Other items include the humble adjustable wrench and the thermometer.

The exhibition is organised by the Embassy of Sweden together with sponsors Alfa Laval, Saab, SKF, Tetra Pak, and Volvo AB. It will debut in Singapore at STYLE:NORDIC, a lifestyle store dedicated to Scandinavian design. For Mr Pär Ahlberger, Swedish Ambassador to Singapore, Swedish Icons is more than just a means to market his home country. “We want to reach out to people not just with the message that Sweden is a leader in design, but to inspire entrepreneurship and creativity – the same qualities that inspired the innovations in this exhibition,” he said.

“Some of these innovations are produced by our sponsors who are internationally recognised and
tremendously successful. That, I think, is testament to how much these items have impacted our lives.”

In addition, large posters of these images measuring 1.5m x 2.5m will be put up at more than 10 bus shelters along high-traffic areas like Orchard Road, Scotts Road, Napier Road and Fullerton Road. The posters will carry witty lines and brief descriptions of the inventor and the invention. A short film on Swedish design will also be screened on the giant outdoor video wall at the The Heeren and on LCD screens at selected bus shelters.

“We decided to extend the exhibition to bus shelters because people waiting for buses have time to read and reflect. Great ideas are often conceived when minds are given space to wander. Perhaps someone will come up with a brilliant idea while they wait,” said Mr Ahlberger.

The idea for the exhibition was first mooted by Mr Gaszynski after having seen an exhibition of Swedish innovations during an earlier visit to Singapore. The exhibition entitled Improving Life (also organised by the Swedish Embassy) inspired him to photograph the innovations in an artistic and edgy style.

Widely recognized as the birth place of great design and innovation, Sweden spends the largest percentage of GDP on research and development amongst all OECD member countries*. It is number two when it comes to the number of researchers per employed persons and is one of the top five in terms of patents per capita. So tighten your nuts and bolts, step on the throttle and propel ahead - all courtesy of Sweden.

Swedish Icons is a partner of the Singapore Design Festival and will be officially opened by Guest-of-Honour Dr Lee Boon Yang, Minister for Information, Communications and the Arts on Nov 22, 2007 at STYLE:NORDIC. A free information card will be available at the Singapore Design Hub (Cityhall MRT station) and throughout Singapore. For more information, please log on to www.swedenabroad.com/Singapore or www.singaporedesignfestival.com.

* Source: OECD, Main Science and technology indicators, May 2007

Visuals Courtesy of Swedish Icons. All Rights reserved.