Anna Malmberg is the photographer behind our first spring campaign. She and stylist Mari Strenghielm have created a beautiful decor where colour and form really take centre stage.
Cushion covers are LINUM’s primary product category. We’ve been honing our design and quality for decades so we can offer a wide range that will be useful for generations. This year we’re relaunching the silk collection, which is one of our most popular ones. We’re bringing both raw and dupion silk back into our range, and adding several new colours. The cushion covers are available in two popular sizes, 40×40 cm and 50×50 cm. With LINUM’s classic SETAand SILK cushion covers now making a comeback, we wanted to get a bit of a feel for Mariand Anna’s creative approach. We asked them three quick questions in a short mini-interview.
TELL US A LITTLE ABOUT HOW YOU ENDED UP IN CREATIVE PROFESSIONS, AND WHAT DREW YOU TO THEM?
Mari – As far as can I remember, I have always done something creative. As a student I ended up at several different art schools, and after that I worked as a designer for many years before my interest in image and interiors got the better of me. I have now worked exclusively as an interiors stylist for years. I’m so glad I get to work with something I love; that I get to create new little worlds again and again. It gives me such a kick.
Anna – I grew up with artists as parents, so for me images have always been a natural mode of expression. When I was 14 I discovered a passion for taking photographs, and I decided very quickly that photography was what I wanted to do. The creativity, and the freedom to take my work and passion wherever I might be in the world, are what I love about my job.
WHAT SHOULD PEOPLE CONSIDER WHEN STYLING?
Mari – I almost always start with a mood board, both to find out what I want to create, but also because it’s a good tool for finding out if the customer is on the same page. Finding a common thread is important – that could be a colour or a shape that you can run with. It’s also good to think about who lives here – would they like to have it like this or like that? A human presence is my way of “dotting the ‘i’s”.
WHAT IS IT THAT MAKES A GREAT SHOT?
Anna – The atmosphere is what I consider to be the most important thing in a shot. That the viewer feels something. Then light, composition and post-processing are obviously very important, too. But an image that is technically perfectly composed isn’t necessarily the best, if it has no feeling.