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.

Print by Swedish art director and graphic designer Therese Sennerholt