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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
Christmas 2020 Svenskt Tenn

Svenskt Tenn invites you to a live broadcast 2020 Christmas opening

Christmas is approaching and, as customary, Svenskt Tenn is ready for the opening of this year’s beautiful Christmas display, which is packed with a magical mix of new items and classics. However, for the first time in Svenskt Tenn’s almost 100 year long history, the classic opening is being replaced by a digital tour of the Christmas-attired store – led by the company’s creative director Thommy Bindefeld.

Mirakel in new colours – one of several launches this Christmas

One of this year’s most exciting new items is the relaunching of the classic Mirakel print with its coral-coloured background, which was designed by Josef Frank in the latter part of the 1920s. It is embellished with large imaginary flowers, twisting vines and a sea of dots. Josef Frank himself is said to have stated that it feels like a “miracle” that such a modest design can give rise to something so grandiose.

“This year’s entire Christmas offering, both in the store and online, is inspired by the colours and flowers of the Mirakel print. This year’s Christmas decorations, which three different designers have produced exclusively for Svensk Tenn, also further develop the floral theme and exotism. Sam Wilde’s magical glass balls, Sofia Vusir Jansson’s handmade crepe paper flowers, and Maja Steen’s paper hangings in the form of birds are blended together in a warm, delightful atmosphere,” says Thommy Bindefeld.

The designer Sofia Vusir Jansson, better known to many as Sofia Mokkasin, has created the Blomma Vinterljus collection for Svenskt Tenn. It comprises crepe paper flowers in four different colours in which every detail, from the flower’s crepe leaf and stalk in thin, twined brass to the sepal and pistiles in pearl formation, is put together by hand. The designer Maja Sten’s fascination with birds has inspired the Paradiso collection, in which tropical parrots are accompanied by a Swedish swallow. Sam Wilde is the designer who, already last Christmas, was presented at Svenskt Tenn with the Fruits of Eden collection, which this year has been enhanced with a number of hand blown glass balls in various colours and shapes that are included in the Flowers of Eden collection.

How to participate in the guided tour
Svenskt Tenns’s Christmas exhibition will open on the evening of 5 November, this time only digitally through The tour in Swedish will take place at 6.30pm, followed by a guided tour in English at 7.30pm. The tour will take approximately 30 minutes and, during the tour, viewers will also be able to chat with us and ask questions, which will be answered at the end of the broadcast. It will also be possible to view the broadcast later.

For more information, please contact:
Elin Lervik, press manager Svenskt Tenn: 0760-12 88 00,
Thommy Bindefeld, marketing manager Svenskt Tenn: 08-670 16 02,

Exhibition autumn Svenskt Tenn

Cosy comfort in focus at Svenskt Tenn’s autumn exhibition

Svenskt Tenn’s autumn exhibition opens today, full of patterns, warmth and colours with furnishings concentrated around the fireplace. In addition, sideboard 548 is being re-launched with glass table tops, fully in line with Josef Frank’s original drawings from 1934.

As many people get back to daily life, Svenskt Tenn is inaugurating the “Höst” (Autumn) exhibition, with cosiness in focus. The exhibition is based on four different homey spaces where deep colours and patterns create different looks – all with the fireplace in focus.

“We are really living in a strange time right now where the need to create a snug and flexible environment at home has increased, especially when more people than ever are spending additional time working from home. My thoughts go to Josef Frank who, in the midst of the war in the 1940s, sat in his kitchen in New York creating many of the beautiful and playful patterns that make up the vast majority of Svenskt Tenn’s print range to this day. The need for colour and patterns increases when the world feels uneasy,” says Thommy Bindefeld, marketing and creative director at Svenskt Tenn.

Table 548
Sideboard 548 comprises two slim tables that can be placed together like nesting tables. It was designed by Josef Frank in 1934 and was previously in production. The table is now being re-launched in the range with glass tops in accordance with the original drawings.

“After reviewing Svenskt Tenn’s archives, a note by Josef Frank was discovered regarding sideboard 548, that its table tops should be in glass. We have a long-term undertaking to ensure that our production is always based on what Frank’s motives were when he designed his products and prints, and we never make changes to the original drawings. We therefore made the adjustment to the table after discovering this note and are now re-launching it as it was supposed to look,” says Bindefeld.

Svenskt Tenn in collaboration with Bukowskis
The historic Bukowskis auction house turns 150 this year and that will be celebrated by, among other things, collaborating with Svenskt Tenn on an anniversary edition of the Hortus pot in an amber colour.

“Bukowskis is a quality-driven player that values Svenskt Tenn as a cultural institution and appreciates the craftsmanship that goes into our products that are sold in newly produced editions at our store, and are eventually sold further, among other places at Bukowskis,” says Maria Veerasamy, CEO of Svenskt Tenn. “This is a solid relationship that has been going on for a long time and is something worth celebrating with this anniversary edition.”

Josef Frank designed the original Hortus pot in brass in 1938. Later, during the war, when all metal was hard currency, Estrid Ericson had the Gullaskruv glassworks make it in glass. At Svenskt Tenn’s spring exhibition in 1942, the Hortus pot was exhibited in ruby red, emerald green and bright blue. The amber Hortus pot, with the auction house’s anniversary logo at the bottom, will be launched at Bukowskis in August. The amber Hortus pot will then be included in the Svenskt Tenn range as of early November.

For more information, contact:
Elin Lervik, press manager, Svenskt Tenn: +46 (0)760-12 88 00,
Thommy Bindefeld, marketing and creative director, Svenskt Tenn: +46 (0)8-670 16 02,

Japanese Magnolia GP & J Baker Svenskt Tenn

Svenskt Tenn launches Japanese Magnolia from GP & J Baker

Svenskt Tenn has collaborated with fabric company GP & J Baker since the 1930s. Now Svenskt Tenn has an opportunity to revive William Turner’s Japanese Magnolia print from GP & J Baker’s archives. The print was designed in 1917 and has likely not been in production since then.

Svenskt Tenn’s founder Estrid Ericson began collaborating with the British fabric company GP & J Baker back in the 1930s. Since then, Svenskt Tenn has had the exclusive rights to sell selected historical GP & J Baker prints. After searching through GP & J Baker’s historical archives, Svenskt Tenn has been granted the exclusive rights to launch the Japanese Magnolia print from 1917.

“It was Josef Frank who first introduced Estrid Ericson to the magical world of GP & J Baker. As with Fornasetti, Svenskt Tenn has shared a unique collaboration with GP & J Baker since the 1930s where we still have the exclusive rights to certain colour combinations and prints. When we had the opportunity to explore their archives we found an incredibly beautiful fabric by William Turner – Japanese Magnolia, which we are launching in connection with our spring exhibition,” says Thommy Bindefeld, marketing and creative director at Svenskt Tenn.

The exhibition has been named after Turner’s Japanese Magnolia print, which is also the theme of the exhibition. The entire collection is presented in an environment inspired by a patio.

In conjunction with the exhibition, a brand new glass pot designed by multi-artist Eric Ericson is also being launched. The pot is produced at Skrufs Glasbruk in Småland out of recycled glass. The new pot is called Fucus, Blue bar in Latin.

Japanese Magnolia will be available by the metre in different thread counts and launched as a tray, pillow and hard placemat.

Traditionally, Svenskt Tenn usually opens a spring exhibition this time of the year. Due to the prevailing situation in our world the exhibition, Japanese Magnolia, will instead be extended until August 12 to give more people the opportunity to visit the exhibition. As always the products will be available both in the shop at Strandvägen 5 as well online at

The story of GP & J Baker and Svenskt Tenn
The British fabric design company, GP & J Baker, was founded by brothers George Percival and James Baker in 1884. Together with their father, they travelled around Asia buying prints, fabrics, sketches and thousands of pattern books. More than a century of collecting resulted in one of the largest privately owned fabric archives in the world, where many of the motifs are based on English chintz and block prints from the 1800s. In 1982, GP & J Baker was made a holder of Her Majesty The Queen’s Royal Warrant and to this day is considered to be one of the world’s most innovative companies within fabric design. Svenskt Tenn became one of GP & J Baker’s first customers in Sweden after Josef Frank was inspired by their prints and introduced Svenskt Tenn’s founder Estrid Ericson to the company in the 1930s. It was important for her that customers gained exclusive access to the items that were marketed and she entered into an agreement with GP & J Baker to obtain the exclusive rights on selected prints. Since then, a number of their fabrics and colour combinations have been sold exclusively at Svenskt Tenn.

For more information, contact:
Elin Lervik, press manager, Svenskt Tenn: +46 (0)760-12 88 00,
Thommy Bindefeld, marketing and creative director, Svenskt Tenn: +46 (0)8-670 16 02,

Svenskt Tenn is an interior design company with a store on Strandvägen in Stockholm and a shop online. Since 1975, Svenskt Tenn has been owned by the Kjell and Märta Beijer Foundation, which gives large grants to research and also helps to promote Swedish interior furnishings and design.

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