Liljevalchs Gallery is Sweden’s first independent public art gallery of contemporary art, which opened in 1916. One of its first exhibitions was the renowned handicraft exhibition of 1917, which featured some of Sweden’s most prominent designers including Carl Malmsten and Gunnar Asplund. In 2012, Liljevalchs chose to exhibit the art of Swedish handicraft over the past 100 years.
Snask created an exhibition name that was clear and catchy for locals: “The Handicraft at Liljevalchs.” The title stated both the theme and location of the exhibition in one fell swoop. We branded the entire visual identity which was carried out in various touch points of the exhibition design, catalogue, advertisements and more. We wanted to capture the passion for material, the ambition for meticulous detail, and the knowledge of craft that handicraft practitioners all possess. These qualities were important to celebrate in the visual identity, which we built from embroidered typography paired with a hand-carved modern typeface. We hoped to honor and inspire crafts people to continue the handicraft legacy and bestow their knowledge upon younger generations. The exhibition exceeded all attendance expectations. There were 442% more visitors compared to the previous year’s most anticipated exhibition. The press attention was enormous nationwide and it the exhibition marked a paramount homage to the first handicraft exhibition that took place 95 years earlier.