About me
I am a founder of the design brand Straight which focuses on interior and product design as well as the creative strategy behind the design. My latest product is a vase produced by the Swedish producer Klong and one of my latest projects is creating brand guidelines, graphic profiles and creative strategies for the newly started, Stockholm based, PR firm Grand Relations.
Last year, I started up a unique design agency (Made & Merged) that enables up-and-coming designers to be exposed through press releases, presence at design exhibitions and soon a web shop to offer these limited and unique design objects for sale.
Projects
- CRATECrate is the smal storage collection which have the classic perforated clover plate as its base. The most simple of constructions painted black with details in plexi glass. A barrier that allows some insight into something that can be felt sometimes exclusive, sometimes banal. The decision to hide specific things never need to be taken or not taken, but instead they take the place they deserve. The first piece of Crate was shown at the Made and Merged exhibition In Charge in October 2014. The second piece will be shown in Scandic Malmens Svarta Lådan during Stockholm Design Week 2015.
- ORB for KlongA vase, proudced by Swedish brand Klong, that is made from the inspiration of a wild flower and its fragility. The purpose was to create a private sphere to the flower as a protection as well as an exposure that adds to its value. The vase ORB is made of simple materials and is compressed to only two parts. The simplicity of form and materials enhances, rather than competes with the content. ORB lay the basis for a new kind of exposure space where the glass dome forms a protective sphere around the content of the vase while it is highlighted, and allowed to take place. ORB is made of brass and glass and comes in two sizes, where the diameter of the dome is 40cm and 20cm. The larger vase is designed as a centerpiece for example the dining table, while the little vase fits perfectly in the window or on a sideboard.
- Made and Merged vol.2Made and Merged was initiated by designer Viktor Erlandsson as an exhibition concept for the Stockholm Design Week 2014. Together with interior stylist Annika Kampmann they exhibited up-and-coming designers with the goal of highlighting new design. The concept is based on a collaboration of promising designers who work together to enhance the experience and value of their products by creating a unifying theme at an exhibition. All contributing designers and their objects are hand picked by Made and Merged because of their high design quality which is the foundation of Made and Merged. Volume 2 was shown in October 2014 at HTL Kungsgatan in Stockholm with the theme In Charge.
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Work history
Founder & Designer
THE ESSENCE OF STRAIGHT LIES IN THE INTERIOR AND PRODUCT DESIGN THAT STANDS FOR STRAIGHT LINES, FUNCTIONAL FURNITURE, EXCITING SHAPES AND UNEXPECTED SOLUTIONS. STRAIGHT WORKS WITH EVERYTHING FROM THE SMALL EVERYDAY PRODUCT TO LARGE INTERIOR DESIGN PROJECTS, BUT ALSO CREATIVE SOLUTIONS SUCH AS PROFILING AND BRANDING. VIKTOR ERLANDSSON IS THE HEAD OF STRAIGHT SINCE THE SPRING OF 2014 WITH A CROSS-BOARDER VISION TO WORK WITH DIFFERENT DESIGNERS AND DIFFERENT PROFESSIONS. STRAIGHT WAS FOUNDED IN 2012 AS A RESULT OF A NUMBER OF SUCCESSFUL COLLABORATIONS BETWEEN DESIGNERS ANDREAS BEIJER AND VIKTOR ERLANDSSON.
STRAIGHT IS ALWAYS CURRENT WITH NEW PRODUCTS, COLLABORATIONS AND EXHIBITIONS. ONE OF THE LATEST PROJECTS IS THE NEW EXHIBITION CONCEPT MADE AND MERGED.
Design Expert
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Skills
- Events
- Marketing PR
- Design
- Events PR
- Creative Direction
- Media Relations
- Creative Thinking
- Interior Design
- Indesign
- Photoshop