Billed as the first takeout design exhibit, the show is held in four territories of Sweden.
DESIGNED TO LAST: Urban nomads, wear-testing, experiential, try-to-buy, upcycling — the Swedish Design Museum’s new “To Go” exhibit is geared for everyday adventurers. But it also is a reminder of the importance of sustainability. Billed as the first takeout design exhibit, the show is not held in a gallery or a museum but in four territories of Sweden. Participants book online reservations for backpacks to use for “To Go,” which officially starts in March.
Opened in 2017, the museum is a virtual one that was started by Visit Sweden, a marketing company that promotes Sweden as a destination and as a brand. Through the design program, commissioned by the Swedish government, Visit Sweden collaborated with Architects Sweden, ASFB-Association of Swedish Fashion Brands, the Swedish Federation of Wood and Furniture and Svensk Form, aim to highlight Sweden’s innovative design culture.
The West one, for example, features such Swedish made goods as an Anchor beanie from emmamalena, Icebug running or hiking shoes and an Ekelund Plaid towel. Depending on the destination chosen, museumgoers could be advised to write a postcard to a loved one in the Garden Society of Gothenburg or visit the Röhsska Museum of Design and Craft to learn more about Swedish fashion and design.
Aside from organizing the Icebug Xperience West Coast Trail, a three-day running race on the rocks of Bohuslän, Icebug is aligned with its home city of Gothenburg. The brand is marketed as the world’s first climate positive shoe brand. By providing shoes for the backpacks destined for Gothenburg, Icebug is spreading the word about its new effort to rent shoes from its store in central Gothenburg that starts April 1.
This museum-generated concept of using art to magnify sustainability and climate change is not limited to Scandinavia. Just last week architect Rem Koolhaas unveiled “Countryside, the Future,” an exhaustive examination of how our focus on urban life has been detrimental to the countryside.
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