Why does Scandinavian pop appeal to Gen Z?

Why does Scandinavian pop appeal to Gen Z?

Giorgia Massari · 3 months ago · Design

We’re not talking about a music genre or an artistic style, but Scandinavian pop seems to be the new direction in Nordic design, particularly appreciated by the younger generations. We’ll understand why shortly, but let’s start with one of the designers adopting this style, Gustaf Westman. Looking at his furnishings, it’s immediately apparent that the young designer takes careful inspiration from the Memphis Group, in terms of extravagance and color. Much like Ettore Sottsass, Westman seems to go against the grain of the typical minimal and essential design synonymous with his home country, Sweden. The pastel colors and playful shapes he employs «are calming and easy to understand,» he stated in an interview with Living Corriere, «perfect for the times we are living in». The young designer seems to tap into a generational need, one for good vibes, starting from the furnishing of one’s home. In a way, he appears to have anticipated and confirmed Pantone’s choice for 2024—the Peach Fuzz color of the year. But let’s delve deeper and discover more about his curvy pieces.

All about Gustaf Westman

Gustaf Westman’s studio is in Stockholm, and his products are crafted on a small scale, relying solely on local artisans for production. His aim is to create inclusive, sustainable, and high-quality designs. As mentioned earlier, Westman draws inspiration from the work of eminent designers like Ettore Sottsass, revisiting some of his most iconic projects with a Scandinavian pop twist. The most conspicuous example is his Curvy Mirror, a reinterpretation of Sottsass’s Ultrafragola mirror, but strictly in a pastel palette. This blend, coupled with clean lines and curvy shapes, proves to be the perfect mix to infuse a dose of cheerfulness into the environment. Lively and fun, it’s inevitable that Westman’s pieces become the focal point of a space, altering the perception of the entire room. But why are they so well-liked?

Curvy Mirror

Gen Z Needs Reassurance

With almost 346 thousand Instagram followers, Gustaf Westman notably captures the attention of the newer generations. Gen Z and Millennials seem to be captivated by his creations, which are consistently sold out on his website. As mentioned earlier, the strength of his Scandinavian pop style lies in the psychological and perceptual realms. Perhaps sterile and anonymous environments don’t align with the character and contemporary taste, which seem to seek a playful, colorful aesthetic capable of calming nerves. In this regard, this new direction in design manages to intercept the need for reassurance and comfort that these years have induced. Especially this year, the year of Peach Fuzz, perfectly aligned with Westman’s creations.

Courtesy Gustaf Westman

Why does Scandinavian pop appeal to Gen Z?
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Why does Scandinavian pop appeal to Gen Z?
Why does Scandinavian pop appeal to Gen Z?
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Ivana Sfredda, If We Assimilate To Enjoy (And To Lose Ourselves)

Ivana Sfredda, If We Assimilate To Enjoy (And To Lose Ourselves)

Giorgia Massari · 3 days ago · Photography

I’m not sure if it’s the sexual component that catches my attention. Perhaps it’s some elements, especially snails, that evoke a sense of familiarity in me, but also nostalgia for something I can’t quite identify. There’s a call back to my childhood, and it’s precisely the snails that evoke it. They were my only playmates when I spent the summer in a remote mountain location, in my grandparents’ garden which after a storm became the perfect habitat for these small creatures, as slimy as they were curious. Back then, I would pick them up from their shells, place them on my arms, and let them slide over me, amused by the trail of slime they left on my skin. I didn’t know it then, but I was assimilating them. In fact, that’s exactly what Ivana Sfredda talks about in the photos she showed me a few weeks ago in her studio in Milan. Soak up is the title of the series still in work in progress that the Molisan photographer has been working on since 2022, or perhaps even earlier. Interpreting the Anglo-Saxon term “soak up” literally, it refers to the sensation of enjoyment perceived in the act of assimilation. A unique human and animal need, that of joining someone or something, of being connected, and of “annihilating the boundaries that delimit a body.”

ivana sfredda
ivana sfredda

Ivana Sfredda’s macro shots do not contemplate any subject hierarchy. A strawberry in a man’s mouth, a group of worms intertwined, a droplet about to fall from an old faucet, all appear one after the other in a carousel of images that dance hand in hand in a perpetual circle, without jerks or arrogance. Hand in hand, united, assimilated into each other, in the other. So that in the act of encounter between two bodies, there is no longer a “my body” and “your body.” The power dynamics that humans have built in the relationship between artifact and nature are nullified. Perhaps this is where my childhood memory fits in, where it is clear that in that space-time arc, I did not know of this imposition, and no construct had yet had time to settle in the logic that today exists in me, the inequality of man > animal or even more so, artificial > nature.

ivana sfredda
ivana sfredda

But there is something beyond this unconsciousness or yet uncorrupted consciousness. Ivana explains it to me by citing Mario Perniola, a philosopher, writer, and theorist of contemporary art, delving into the sexuality mentioned earlier. Because it is clear that in the union of two bodies there is a tension that moves them towards each other, but it doesn’t necessarily have to be laden with a pleasurable end. Perhaps it’s just an unconscious need to lose one’s original form?

«Perniola identifies in sexuality a point of suspension that he defines as neutral sexuality: the detachment from one’s own body that implies a sense of estrangement, cybernetic and indeed neutral. This erotic impulse detaches itself from the pursuit of carnal pleasure in function of an intense contact where the organic and inorganic body becomes a meaningful surface. A very powerful communication system that leaps beyond the categories of human/artificial, human/animal, animal/artificial – relative to being as such – which traces the fluid architectures of an alternative body.»

ivana sfredda
ivana sfredda

As explained by Ivana Sfredda, in the encounter with the other, the self feels fulfilled. This reminds me of a book I read some time ago when I was searching for a more conscious self. A New Earth by Eckhart Tolle – found in the “esotericism” section of a bookstore – actually talked about this. It discussed how the self exists only in the reflection in the other, when the annulment of the ego occurs, which only defines the boundaries of a prison where a false narrative of ourselves lives. So, in Ivana Sfredda’s shots, which she explains to me are a sort of exercise and play, all this is visually translated, as if to illustrate the daily and widespread existence of continuous equal and harmonious connections between elements that seem distant both in a hierarchical and semantic sense.

«The series focuses on the meaning of contact and relational energy, an exercise in imagining how these incomplete relationships can represent profound portals of learning.»

ivana sfredda
ivana sfredda
ivana sfredda
ivana sfredda
ivana sfredda
ivana sfredda

Courtesy & Copyright Ivana Sfredda

Ivana Sfredda, If We Assimilate To Enjoy (And To Lose Ourselves)
Photography
Ivana Sfredda, If We Assimilate To Enjoy (And To Lose Ourselves)
Ivana Sfredda, If We Assimilate To Enjoy (And To Lose Ourselves)
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Alec Gill and Hessle Road photo archive

Alec Gill and Hessle Road photo archive

Anna Frattini · 3 days ago · Photography

Alec Gill is an English photographer, historian, and psychologist born in Hull, a city in the East Riding of Yorkshire county, famously known for its port. A few years ago, a crowdfunding campaign was launched on Kickstarter to celebrate the fifty-year anniversary of the first photo taken for the project dedicated to Hessle Road with a book, and we’re discussing it here today. The archive of 7,000 photographs – taken with his Rolleicord twin-lens reflex camera – dates back to the decade between 1970 and 1980. There are 240 images included in The Alec Gill Hassle Road photo archive, and in each of them, one can feel the atmosphere of a very difficult historical moment for the residents. It marks the decline of the fishing industry and the demolitions of mass housing in the area.

alec gill photo archive

The Alec Gill Hassle Road photo archive

The book, launched on May 18th last year, was written and conceived by Iranzu Baker and Fran Méndez. In this interview with Port, Baker discusses some aspects of working with Alec Gill. The photographer – during the writing of the book – proved to be «endlessly curious, extremely determined and dedicated». During those years, Gill also focused on the lack of play areas for children and how younger generations adapted to the changes in the area. Another goal was certainly to freeze time before the end of an era. That of fishing in the area, ended with the Cod Wars starting from 1958 until 1972 and 1975. A piece of history that thanks to Gill has not been forgotten.

Gill’s is a genuine inclination towards the stories of the underdogs. The aim was to ensure that these stories were told, both now and at the time of the shots. The Alec Gill Hassle Road photo archive is not just a social study, therefore. It is a testament to the relationship Gill has established on a human level with his fellow citizens. Their stories seem to tell themselves in front of the photographer’s lens. Furthermore, the naturalness of the shots not only captures the theme of childhood but also communicates extremely functionally moments of the daily life of the inhabitants of Hassle Road.

Alec Gill and Hessle Road photo archive
Photography
Alec Gill and Hessle Road photo archive
Alec Gill and Hessle Road photo archive
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Nanni Licitra’s non-places

Nanni Licitra’s non-places

Giorgia Massari · 2 days ago · Photography

Nanni Licitra ‘s (1988) photographs focus primarily on non-places, anonymous and impersonal spaces that dot urban peripheries. Licitra transforms these marginal areas into other scenarios that acquire new meaning. We are talking about the series Hell end in Hell, whose images are emblematic reflections of a society in transformation, where the individual struggles to find a sense of belonging and identity in an increasingly chaotic and alienating context. The series, winner of the Liquida Photofestival Grant, on view in Turin from May 2 to 5, is a true socio-cultural analysis that reflects in toto the contradictions of contemporary society.

nanni licitra

Nanni Licitra ha iniziato la sua ricerca fotografica nel 2008 concentrandosi esclusivamente sulla fotografia analogica. Questa scelta non è casuale; infatti, la fotografia analogica richiede una pazienza e una precisione che si riflettono nel suo approccio distaccato e contemplativo. Licitra si pone come uno spettatore attento delle realtà che lo circondano, privilegiando uno sguardo che va oltre le apparenze per cogliere l’essenza delle cose. L’utilizzo dell’analogico da parte di Licitra non è solo una scelta tecnica, ma rappresenta anche una dichiarazione di intenti. In un’epoca dominata dalla velocità e dall’effimero delle immagini digitali, il fotografo siciliano opta per un ritmo più lento e contemplativo, che permette di approfondire le tematiche trattate e di trasmettere un senso di nostalgia e malinconia tipico dei non luoghi.

nanni licitra
nanni licitra

Courtesy Nanni Licitra

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Nanni Licitra’s non-places
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MIA Photo Fair, What We Liked Most

MIA Photo Fair, What We Liked Most

Giorgia Massari · 2 days ago · Photography

The preview of the eighth edition of MIA Photo Fair, the photography fair that returns to Milan every year with a selection of international artists, was held yesterday, April 10. This year it is no longer in the usual Superstudio Maxi, but moves next to the star of the week, Miart. So that, potentially, in one day the bravest can see two fairs by getting off at the Portello metro stop. Miart at gate 5 of Allianz MiCo while MIA Photo at gate 16. Getting to the point, let’s talk about what we liked. As is always the case, following the trade fair system, many of the exhibits are seen and seen again, but still enjoyable to review such as shots by established photographers of the caliber of Giovanni Gastel and Ugo Mulas, or even photojournalists Fausto Giaccone and Carlo Orsi. But, among the many evergreens we have unearthed a few new ones, perhaps a few names we have already heard, but not so much in our opinion. Therefore, we made a selection of our favorite booths.

#1 Maria Svarbova – ARTITLEDcontemporary (B022)

mia photo fair

#2 Irina Werning – OTM Gallery (B023)

mia photo fair

#3 Karla Hiraldo Voleau – Christophe Guye Galerie (B019)

mia photo fair

#4 Laetitia Ky – LIS10 Gallery (E014)

mia photo fair

#5 Giulia Frump – Young Art Hunters (F018)

#6 Paolo Ventura – MarcoRossi ArteContemporanea (A022)

mia photo fair

#7 Daniele Ratti – VisionQuest 4Rosso (C018)

mia photo fair

#8 Najla Said – Mashrabia Gallery (F005)

mia photo fair

#9 Angelo Formato – Welcome to my known collective exhibition

mia photo fair

#10 Thorsten Brinkmann – Galleria Fumagalli (A019)

mia photo fair

MIA Photo Fair will remain open until Sunday, April 14.

MIA Photo Fair, What We Liked Most
Photography
MIA Photo Fair, What We Liked Most
MIA Photo Fair, What We Liked Most
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