• images courtesy of Fotografiska 

    Exclusive Sit Down with Elin Frendberg the Executive Director of Fotografiska Stockholm

    Written by Yasmine Mubarak

    Odalisque Magazine presents an exclusive sit down with Elin Frendberg the Executive Director of Fotografiska Stockholm - the definitive site for photography. Having studied art history in both Lund, Sweden and in Florence, Italy – Elin Frendberg has always had a strong interest for art. During her studies she took photography classes dreaming of having her own gallery. Consequently, when the opportunity to become the Executive Director  at Fotografiska in Stockholm, the choice was easy

    …photography is the biggest, most inclusive and democratic art form in modern society and as a unique position to inspire people of different backgrounds” She replies after being asked about the future for photography as an art form “…I strongly believe in the importance of increasing accessibility to art. There are no thresholds to experiencing photographic art and it fosters a unique opportunity to create both individual growth and societal change.” 

    Having taken over as the Executive Director right during the Covid pandemic they had to close in her first week on the job, and the creativity had to begin quickly “…the time right after (we had to close Fotografiska) was incredibly creative. The team created a 3D version of the museum, digital guided tours, pop-up photo exhibitions in bus stops all over Stockholm, opened a temporary “bicycle bakery” and sold lunchboxes from the restaurant ’'at the local supermarket…” she explaines 


    Fotografiska was founded in Stockholm in 2012, and has quickly become a success for their unique way of creating and exploring the concept of showcasing photography in a mixture of gallery and museum. “The beauty with art is that it has the ability to hold and induce all the emotional values.” Elin says describing the importance of photography and art  “The best exhibitions can embrace both fear, joy, sadness and hope in the same time. Experiencing art should be like going to an emotional gym.” She continues “We (Stockholm) were the first Fotografiska museum in the world, “the mothership” and over the years, our brand has become one of the most beloved cultural brands in Sweden. We are a decade before our siblings and they are now innovators and disruptors in their markets, just like we were when we opened 15 years ago.  It is incredibly inspiring to collaborate with our siblings in Berlin, Shanghai, Tallinn and soon Oslo as they pioneer in their respective markets.”


    Overseeing an institution such as Fotografiska, one has the power to focus on the future. Speculative about the next generation of photographers Elin express “My hope is that the next gen keeps pushing boundaries, creates new forms of expression, and uses their voices to create change. That they will find a way to navigate the major challenges and opportunities of AI to convey new imaginative stories – and that we will find a way to keep documentary photography free from AI and fabricated realities, to preserve democracy and truth.”

    When not having to come up with solutions at work, she tells me she gets her energy from the guests “I get massive energy and inspiration from my work, creating unique experiences for our guests at Fotografiska is incredibly valuable to me. I have the favour of working with creative geniuses across the organization from curators and artists to chefs – all with the mindset to push the needle for a more conscious world.”

    Photography has become increasingly accessible during the tech revolution, where everyone has a camera in their pocket. The development of photography as an art form have therefore been one to discuss fascinatingly. Asking Elin about how she feels about the development of photography especially with social media she answers
    “There are 5,3 billion photos taken every day and each image tells a story. The fact that people are increasing their interest in and skills for photography and video expands both the supply and demand for the art form as a whole and helps to nuance artistic expression in new dimensions. I welcome the democratization of the art form and that people are becoming creative in their own narratives and voices. It also opens up accessibility to documentary photography, which is crucial in the world we live in today.”

    Being asked what they are looking for choosing their instalments she replies “We seek inspiration continuously and look for cutting edge artistic relevance in expression, and craft. We also look for relevant themes and inventive outlooks that will add new perspectives in our society. We always strive for a mix of perspectives, backgrounds and expressions from all over the world and we combine 4-5 exhibitions simultaneously to over maxed out moments. We have a fast pace so that every visit holds a whole new experience each time you visit.”


    However, Fotografiska has had its controversies, not only in Sweden, but Norway and other parts of the world. Being asked why she believes Fotografiska sometimes can raise discussions “We have been a disruptor from the beginning and want to change the norms in the industry by creating an elevated museum experience for the modern world. A place where world class, cutting edge contemporary art meet vanguard cuisine and diverse cultural expressions at a fast pace. An inclusive space with no white walls or quiet guests. That is our obsession, we are here for our guests and members, and we don’t focus on potential opponents.”


    The question on if art and Fotografiska is failing the discussion of ’’elitism’’ in art. We ask what an institution and popular destination such as themselves can do for inclusivity.“At Fotografiska, we truly believe that art should never feel excluding.” She says  “It’s not about having a certain level of knowledge or and art degree – it’s about feeling something, being curious, and discovering new perspectives.” She continues “We get that not everyone has the time or money for culture right now. But we also know people are looking for real, meaningful experiences, something that sticks with you. That’s what we over. For us, accessibility isn’t just about discounted tickets (though we over those too – for kids, asylum seekers, students, and senior citizens). It’s about lowering the emotional threshold and making everyone feel welcome, curious, and included.”


    One of their many initiatives started two years ago, when Fotografiska launched Fotografiska Stockholm’s Emerging Artists series, an initiative highlighting young, promising photographers based in Sweden. Asking about it Elin desribes that “The purpose with the program is to highlight rising artists and new voices to support and inspire our local art scene.’’ She continues “We want to keep developing and using our platform to promote narratives in photography, both for established and emerging.”

    In 2025, Fotografiska is celebrating 15 years, for her hopes for the celebration and what she is looking forward too she answers  
    “I hope that all guests that has ever been here would come back to experience our anniversary and celebrate the artists that we have showcased throughout the years. That people come to relive their favorite moments and discover new emerging artists and perspectives and that they will create new art memories with their loved ones. We are celebrating 15 years, not 150, so we want this whole year to rather create a lively house party than a somber anniversary banquet, and everyone is invited!” she also invites us all for the Anton Corbijn exhibition “We are planning the Anton Corbijn exhibition for the summer and the massive 15 year Anniversary exhibition that will open in October – our biggest group exhibition to date with 100 exhibiting artists. It will be a milestone and a banger! In parallel with our Anniversary exhibition, we will also show the first ever group exhibition with our Emerging Artists initiative, so it will be a marvelous mix.”


    As a conclusion we had too ask what her hopes for the next 15 years of Fotografiska will be 
    “I hope that art will become an essential part of people’s lives. That experiencing live art moments alone or with loved ones will grow as an important obverse to streaming and scrolling. The need for emotional depth and new ideas and interpretations of our society has never been more important than today. I hope that we will continue pushing the needle in our field and inspire new perspectives for a more conscious world and that we will live for at least another 100 years to come.”

    Image courtesy of Fotografiska

    .

    Want to Visit? Here is What's On Now and in Autumn

    April 11 – August 31, 2025: Marco Brambilla – Double Feature
    June 13 – October 12: Anton Corbijn – Corbijn, Anton
    On exhibit now through March 2, 2025: Space – A Visual Journey
    On exhibit now through April 6, 2025: Bruce Gilden – Why These?
    On exhibit now through April 6, 2025: Josèfa Ntjam – Futuristic Ancestry: Warping Matter and Space-time(s)

    September 5, 2025 – November 30, 2025: Viviane Sassen – Phosphor: Art & Fashion 1990–2023
    October 17, 2025 – February 8, 2026: Group exhibition: Fotografiska 15 years
    October 17, 2025 – March 15, 2026: Group exhibition: Emerging Artists

    Nick Cave, London 1996 © Anton Corbijn

    Image courtesy of Fotografiska 

     

  • All images courtesy of MORJAS

    Image from MORJAS summer25 campaign

    Building a Brand with Soul: Henrik Berg on the Story Behind MORJAS

    Written by Ulrika Lindqvist

    For Henrik Berg, founder of premium footwear label MORJAS, the magic lies in the details — not just in the shoes, but in the entire brand experience. From a Stockholm apartment stacked with boxes to a flagship store and a newly launched women’s line, Berg shares how frustration became fuel, how timelessness trumps trend, and why good design should always leave a lasting impression.

    Ulrika Lindqvist: Can you tell us how long you've been working in accessory design and what originally inspired you to pursue a career in this field?
    Henrik Berg: MORJAS was launched in 2017 and I worked on it 1.5-2 years before launching so I’ve been in the business for about 10 years.
    I’ve always been drawn to the full experience of a brand, not only product design, but the whole spectrum of the brand universe. From visual aesthetics to materials, silhouettes and packaging and so on. To me, it’s important to blend a variety of ingredients that together create a memorable taste.This has been with me since a young age, I've been interested in both aesthetics (furniture, architecture, art, music, style) and business and how the two worlds can interact. The two don'talways overlap naturally, but when they do, it’s really interesting.
    My first real career experience came from working at Maria Nila, a beauty brand where I launched the brand globally working as an Export Manager. It was stimulating to work with the full scope of brand building, from product to storytelling to customer experience. Again, the full scope of a brand is something that has remained my core since.

    UL: What motivated you to found MORJAS?
    HBI was a frustrated customer. Period. I was a customer of high-quality shoes, but kept running into the same frustrating experience where I didn’t think that the value you received matched the price you paid – from product to brand experience. That disconnect between product and brand, price and service, became a frustration I couldn't shake. MORJAS was born out of that tension. I wanted to create a brand that didn't just deliver great shoes, but gave you the feeling of being taken care of, from start to finish.

    UL: Please tell us about the process in creating the SS25 collection.
    HBSS25 is the most extensive collection we've released so far. We've focused more on casual styles this season, including sneakers and boat shoes. Every new season begins with the team sharing product ideas and design proposals. We look at the collection as a whole and ask what's missing, what can be improved, and what adds value. We've always prioritised refining what we have before adding new styles. This year is no exception, with an updated boat shoe, a new deck shoe, and a complete redesign of The Trainer.

    UL: Can you walk us through a typical workday?
    HBNo day looks the same, which is part of the appeal. We're a team of fourteen, so I stay close to most parts of the business. I hold meetings, sync with different teams, and try to carve out time for creative and strategic work. That could be researching products, outlining a new campaign, or shaping future steps. The energy at the office and the people around me are a big source of inspiration.

    UL: How do you view trends in the world of accessories—would you say you follow them, or go
    your own way?

    HB: We observe trends, but we're not driven by them. Style, to me, is separate from fashion. It lasts longer. The aim is always to create pieces that feel relevant today but still resonate in five or ten years. That's why we spend time refining shapes, silhouettes, and materials over time. We want things to age well.

    UL: What is your favourite piece from the collection?
    HBThe Penny Loafer will always hold a special place. It was the first shoe we launched back in 2017, and still feels like the anchor of the brand. It's traditional but distinctive, with a balance between Swedish design and Spanish soul. Right now, I've been wearing the new boat shoe in taupe nubuck on repeat. And once summer hits, I'll basically live in The Espadrille and our unlined penny loafers.

    UL: What would you say are the three core values of MORJAS?
    HBDeliver WOW. Be kind. Take action. These values shape how we operate, how we treat each other, and how we interact with customers.

    UL: How would you describe the MORJAS customer?
    HBCurious, detail-oriented, and quietly confident. They appreciate quality, but they don't need to shout about it. There's a shared mindset among many of them: people who care about the small things, how something feels, how it's made, how it's presented — because those things say something without saying too much.

    UL: Please tell us a memorable moment from your journey with MORJAS?
    HBThere are honestly too many to mention. The first day I launched will always be a strong memory. I had about 200-250 pair of shoes from floor to ceiling in my small apartment and orders came flooding in and I had not even thought about getting a printer to print the shipping labels. So mywife ran down to the store and bought one and I kept packing like a maniac. We were very lucky to sell out the first batch in the first week which was an overwhelming response.
    Another one was when I and my dear friend and photographer Abraham Engelmark got our way into Italy during Covid to portray John Goldberger (AKA Auro Montanari) for his first brand story ever. It was our first major campaign and to date still one of the best we’ve done. When we opened our first flagship store in Stockholm, Casa MORJAS, in 2023 was another big moment. More recently, launching MORJAS Women has been one of the biggest milestones in our journey.
    Seeing the response and excitement around it has been incredibly rewarding.

    UL: What are your plans for the future for MORJAS?
    HBTo continue refining what we've built. That means listening to our customers, evolving with purpose, and staying focused on long-term value. We're not in a rush. The aim is to build something that lasts — something people remember not just for the products, but for the way it made them feel.

     Henrik Berg
    Still life of The Espadrille 
  • The Face Mists I'm Keeing Close the Summer

    Written by Jahwanna Berglund

    Summer comes with its own little rituals and beauty essentials, and if you’re anything like me, you probably have at least one face mist within arm’s reach at all times. There’s just something about that cooling, refreshing spritz that instantly revives your skin (and spirit), whether you’re on a sun-drenched terrace, by the sea, or simply trying to survive a city heatwave.

    In France, you’ll find bottles of Evian Brumisateur Facial Spray tucked into fridges everywhere, a true summer staple that delivers that classic no-fuss burst of hydration. But this season, I’ve found myself drawn to a few mists that go beyond the basics and bring something extra to the table. Here are four favorites I’ll be alternating this summer, depending on mood and moment.

    ZO Skin Health – Soothing Hydro Mist
    This one is my go-to after sun exposure. It’s designed to calm and comfort, and I find it really helps when my skin feels tight or a little irritated after a long day outdoors. Bonus: it layers effortlessly under or over makeup.

    MANTLE – The Skin Drink
    A refreshing mist with a little extra soul. Packed with CBD, aloe vera, and cucumber, it feels like a small reset hydration button for my face. I love the subtle scent; it's gentle, and perfect for mid-day moments when you need a pause.

    N°1 DE CHANEL – Red Camellia Serum-in-Mist
    When I want my mist to feel a bit more luxurious, this is what I reach for. It hydrates, soothes, and adds a beautiful, subtle glow. I love using it before dinner out or anytime I want a little touch of radiance. And I would be lying if I didn’t say this is just too chic to carry in your bag, designed to fit perfectly in your hand.

    Clinique – Moisture Surge Face Spray
    This one is like an instant drink of water for your face. Lightweight yet super-quenching, it’s infused with aloe and glycerin to refresh and plump tired skin. I like keeping it in the fridge for that extra-cool spritz on really hot days. Perfect post-flight, post-sun, or anytime your skin’s begging for moisture.
    So whether you’re heading for the coast, staying in the city, or just looking for a fresh boost in the heat, a good face mist is a summer must.

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