PROJECT: HEMMABYGGE - The finest huts

Design by: Caroline Andersson

Design by: Caroline Andersson

Do you remember when you were small and built your own little houses with pillows, cloth, your moms furniture, wood or anything else you could use to create your own little hut… or KOJA like you call it in Swedish.

I went to Gothenburg with my colleague looking for inspiration. I found this gallery that was showing an exhibition about huts: “Come and see what people have built” When I get there I only see small photos on a white wall that people sent showing their huts. I got so disappointed so I thought I would make my own exhibition and invite some people to build their dream hut. 

We called it HEMMABYGGE (homemade). Around 24 artists, carpenters, designers, musicians and interactive designers from Malmo, Gothenburg and Stockholm were working with 10 projects.   They had a few days to design and order the material they would need and they got one week to build their hut. We gave them also a small budget they managed themselves to buy other objects or special stuff that was not in the ordinary building material that we bought. Then the public could vote for their favorite hut, the winner would get a gift card to buy material and tools for future building. People worked day and night and they created really nice stuff, each hut had its own “personality”.

The press coverage was excellent; we had TV and all the important newspapers from Malmo. The Swedish artist Vit Päls performed at the opening. The exhibition was open for a week and there was people constantly visiting in the whole time.

 This project was co-produced with my great friend, creative producer: Caroline Andersson.

PR: The Black Rose Trick

I met my friend Mette Schwarz at a party in Copenhagen. We were talking about how  I felt living in Sweden, not having a social network and not being able to find a job in what I wanted cause I couldn’t speak Swedish yet.

Then she said – there’s this artist I know Signa Sørensen (now Signa Köstler) directing a performance in cooperation with students from the University of Malmö, would you be interested to join them? – I said yes.. Mette and I kept in touch for the following weeks, and then she finally told me they were having a big meeting at the University, she gave me the date and time and I went there.

During this meeting they explained that the goal of this project was for the students to gain experience while working in the performance. . I said I wasn’t a student but I was interested to join and they agreed. There were different crews that took care of: sound and light design, multimedia, scenography, IT, Direction, Administration and Public Relations. I joined the Swedish PR group. We worked very close with the Danish organization behind the production KanonHallen, and their PR manager: Mette Burmeister.

The name of the performance-Installation was THE BLACK ROSE TRICK, and consisted in a 10 days non stop performance in a  strange three-floor hotel, where the audience is invited to explore the many rooms and secrets, while being watched 24 hours a day by 16 cameras.”

We got to borrow an abandoned building and we turned it into a 50’s hotel. The general public could just come and visit or they could even check in and spend the night there. The performance was a success!! Every day was sold out.

The PR group developed a Guerrilla Campaign to promote The Black Rose Trick. The campaign consisted in producing and placing objects that would make us think about a hotel, utilizing intriguing ways to catch the attention of those who found these objects. My team and I not only develop the campaign concept but also made all the material our selves.

This was my first experience working with this kind of publicity, and since then I apply it in most of my projects.

The Black Rose Trick project gave me the opportunity to work with proffesionals involved in the cultural environment from both Malmö and Copenhagen. 

Read more about the project.