This is the Astrid Lindgren room at c/o The Maidstone in East Hamptons. This iconic hotel set out from a mix of free-spirited Scandinavian design with a timeless sophistication, creating a delightful blend of cozy and modern with a bohemian twist. The 185 square feet Astrid Lindgren room is one of the cozy rooms. I love the vibe!

The Swedish home textile chain Hemtex recently relaunched after a total makeover. Market share had decreased and target group analysis said costumers want trends, fashion and emotional values in home textile. So the company hired ad agency åkestam.holst to create their new trendy expression. Now when the aim is to be at the forefront of interior trends, which expression do you choose?

| photograper: Philip Karlberg |

Somewhat familiar…Fresh white Scandinavian, 50′s retro, graphic prints, frames, typography, letters as decor, industrial lamp, bookstacks, etcetera, etcetera…They nailed it! Great job. Though very predictable, very “right” in a Swedish interior trend point of view. It’s like medicine for decor anxiety! Buy this and you will get it all right. No Pippi Longstocking-thinking here huh! (She would follow no trends, she’d create them). Speaking of her, and Swedishness, and decor anxiety, I was happy to find this nice pic in the latest issue of Swedish decor mag Allt i hemmet.

Although I like the layout of this room, I have a tangible feel something is missing. Question is: what would you do to this room? How would you furnish and decorate?

I think I would either want it to be a faded glamourous, granny-esque bedroom (with a French headboard of course). Or, and I’m leaning towards this one, I’d have a go with colours. I’d want to make it a cozy attic with an artistic eclectic vibe. Carefree, with lots of warming, overlapping rugs, comfy seating, interesting lamps here and there and a mishmash of things I like. One could always ask oneself what Pippi would do. Ms Longstocking wants you to do things differently. There’s lots of room for that. No rules apply.

| pic by photographer Andrea Ferrari |