LINUM meets: Linnéa Salmén.
LINUM will be rephotographing the much-loved PAOLO collection in 2023. The team behind the camera is photographer Ragnar Ómarsson and stylist Linnéa Salmén. The duo have known each other for some time, but for LINUM, the first meeting was with Linnéa. We therefore took the opportunity to talk to her in more detail.
The PAOLO velvet collection has an urban and modern feel, with its subtle and cohesive colour palette encouraging endless combinations. We launched two additions to the shade range in 2022, silver grey and black, and took the opportunity to upgrade the quality to 100% organic cotton. Capturing both material and colour tones is a challenge for photographers and stylists, as they simultaneously need to put each product into a credible context. There are many hours of work behind each image, so we were curious to find out more.
PICCOLO bedspread for single beds in dark charcoal grey.
Why did you become a home and interior designer?
For as long as I can remember, I’ve gathered energy and felt a sense of joy when given the opportunity to design a room. It's my form of expression, my greatest hobby, but couldn't imagine restricting my greatest interest to my leisure time.What inspires you in this profession?
Every creator, artist, collector, and photographer I meet. Purely in stylistic terms, it’s the mind behind the interior that captures my interest. It’s inspiring to see how a home can tell so many stories just by being there.
What do you find challenging?
The challenge, but also the driving force, is to create curiosity about who might live in the rooms I create, as they are often fictitious environments for the customer's product. I almost always create a fictional person whom I name. I determine their interests and profession, which makes it a little easier and more fun for me to find the emotion in the picture.What’s it like to work creatively, always to face a challenge and to update yourself in terms of colour and shape?
I think everyone has challenges at work. For me it’s been important to recognise where I am mentally in the work process, and thus be able to distance myself and take a break if necessary. When doubt arises, that’s when your brain really gets going and often the best ideas arise.
PICCOLO bedspread and PAOLO cushion covers, styled by Linnéa Salmén.
What was it like working with LINUM's PAOLO velvet collection?
As usual, fantastic, not only because the products appeal to me aesthetically, but also because I have been able to interpret the collection applying creative freedom.What exactly is the secret behind a good image?
The feeling. It's all about whether you manage to convey the feeling you want to create.
Stylist Linnéa Salmén by the Swedish photographer Mikeal Lundblad.