Press Svenskt Tenn

Photo gallery & Contact

For press loans, login information to access the image bank and other inquiries, please contact Svenskt Tenn's press assistant. For interviews and photo shoots in and outside the store, please contact Svenskt Tenn's press manager.


Moa Konow Hoffman

Press Contact

Elin Lervik

Press Manager
Exhibition Pepis Flora Svenskt Tenn

Pepis flora – this summer’s exhibition opens at Svenskt Tenn

During the summer of 2021, Josef Frank’s most beloved botanical designs are on display in the Pepis Flora exhibition. California, a floral poster pattern that he created while in New York in the early forties is also being re-launched.

Josef Frank’s floral patterns mix real flowers such as tulips and forget-me-nots with imaginary, leafy plants and fruit motifs inspired by the world’s places and cultures. The book Pepis Flora, by Kristina Wängberg-Eriksson, was a major source of inspiration for the exhibition.

“The exhibition and book’s name refer to Josef Frank’s nickname ‘Pepi’, which his closest friends called him. In this exhibition, Josef Frank’s patterns are being shown as artworks so visitors can discover his fantastic patterns as the masterpieces they truly are. It is always fascinating to dive deep into Josef Frank’s pattern world, where there are constantly new details to discover. He blends fantasy flowers with real flowers and composes his own combinations of plants, fruits and flowers – all to create these unique, fanciful, colourful and lively patterns. I think that everyone will discover new details and find new favourites through this exhibition,” says Thommy Bindefeld, marketing and creative director.

The California print is also being launched in connection with the exhibition. Josef Frank created this pattern sometime between 1942-1945 and it has been resting in Svenskt Tenn’s archive for a long time. He found the model for these California flowers in American Garden Flowers, Gladys Lynwall’s new flora book from that time. Josef Frank sketched some twenty summer flowers in total, among them cress, sweet peas, pansies, dahlias, petunias and zinnias.

“Those interested in plants will note in the exhibition that Josef Frank appears to have had his favourite flowers – such as English daisy (bellis perennis) and tulips – flowers that reappear in a number of Josef Frank’s different prints,” says Bindefeld.

The exhibition will be launched in a live webcast on June 10 at 6:30 pm on The showing will be in English. On June 12, a Swedish translation of the webcast will be published on Svenskt Tenn’s homepage.

Products and prices
The California fabric costs SEK 1,700/metre and it is also available as cushions (SEK 1,500) and linen placemats (SEK 360 each).

For more information, please contact:
Elin Lervik, press manager, Svenskt Tenn: +46 760 12 88 00,
Thommy Bindefeld, marketing and creative director, Svenskt Tenn: +46 8 670 16 02,

Wallpaper Aurora by Josef Frank Svenskt Tenn

Svenskt Tenn re-launches Josef Frank’s Aurora wallpaper from its archive

Today, Svenskt Tenn is re-launching the Aurora wallpaper, which was designed by Josef Frank in 1947 and has been in the archive since the 1960s.

Svenskt Tenn’s archive has approximately 3,000 drawings and sketches of furniture, lighting and products as well as about 250 original patterns for wallpaper, carpets and fabric patterns designed by Josef Frank. The archive also contains a large number of historical objects that were previously in production. Svenskt Tenn’s archive is a part of the National Archives of Sweden and letters and documents have been saved here as well.

“In our mission, we have a responsibility to safeguard the cultural heritage that Svenskt Tenn manages. We do this by changing the prints that are in production and letting certain fabrics and wallpaper rest in the archive. This ensures that the range is varied and the patterns remain fresh. With Aurora, we see that the time is right and that the wallpaper, with its bright colours, contributes to the rest of our wallpaper range,” says Thommy Bindefeld, marketing and creative director.

Josef Frank composed dreamlike wallpaper prints where realistic vegetation meets colourful flowers of the imagination. With their pink, blue and violet tones, the flowers unite in the Aurora wallpaper, a name that means “dawn” in Latin.

As with Svenskt Tenn’s other wallpaper, Aurora is manufactured at Ulricehamns Tapetfabrik (Ulricehamn’s wallpaper factory). It costs SEK 1,100 a roll. The Aurora wallpaper currently decorates the store on Strandvägen and there is a film from the factory on Svenskt Tenn’s website showing how the wallpaper is produced.

For more information contact:
Elin Lervik, press manager, Svenskt Tenn: +46 760 12 88 00,
Thommy Bindefeld, marketing director, Svenskt Tenn: +46 8 670 16 02,