Background: Liljevalchs gallery is Sweden’s first independent and public art gallery of contemporary art and opened in 1916. One of the first exhibitions was the renowned handicraft exhibition in 1917, which gave birth to some of Sweden’s most prominent designers such as Carl Malmsten and Gunnar Asplund. In 2012 Liljevalchs chose to exhibit “Swedish Handicraft 100 Years” which celebrated the Swedish handicraft 100 years back until today.
The Case: Snask branded the exhibition and named it “The Handicraft at Liljevalchs”. A whole visual identity was created and carried out in exhibition design, catalogue, advertisement and more. The passion for material and the extremely high ambition and knowledge that many handicraft practitioners possess were important to show since it’s what drives people to keep working by hand and spreading knowledge and information to younger generations. The amount of visitors exceeded all expectations. In the end 442% more people entered the exhibition compared to last years big summer exhibition. The press attention was enormous nationwide and it became a great homage to the first handicraft exhibition 95 years earlier.