Svenskt Tenn invites you to a live broadcast 2020 Christmas opening

Christmas is approaching and, as customary, Svenskt Tenn is ready for the opening of this year’s beautiful Christmas display, which is packed with a magical mix of new items and classics. However, for the first time in Svenskt Tenn’s almost 100 year long history, the classic opening is being replaced by a digital tour of the Christmas-attired store – led by the company’s creative director Thommy Bindefeld.

“We want to be generous and provide as many people as possible with the opportunity to experience the magic of the store on Strandvägen 5, despite current circumstances. Through a live broadcast guided tour, they will be able to accompany me on a tour of the store. The viewers will also get a chance to meet several of my colleagues and, among other things, obtain inspiration and firm ideas regarding Christmas table settings, flower arrangements, Christmas presents and how to dress the Christmas tree. It will be an inspirational moment in which you, as viewer, can chat and ask questions during the course of the tour,” says Thommy Bindefeld, marketing manager and creative director at Svenskt Tenn.

Mirakel in new colours – one of several launches this Christmas
One of this year’s most exciting new items is the relaunching of the classic Mirakel print with its coral-coloured background, which was designed by Josef Frank in the latter part of the 1920s. It is embellished with large imaginary flowers, twisting vines and a sea of dots. Josef Frank himself is said to have stated that it feels like a “miracle” that such a modest design can give rise to something so grandiose.

“This year’s entire Christmas offering, both in the store and online, is inspired by the colours and flowers of the Mirakel print. This year’s Christmas decorations, which three different designers have produced exclusively for Svensk Tenn, also further develop the floral theme and exotism. Sam Wilde’s magical glass balls, Sofia Vusir Jansson’s handmade crepe paper flowers, and Maja Steen’s paper hangings in the form of birds are blended together in a warm, delightful atmosphere,” says Thommy Bindefeld.

The designer Sofia Vusir Jansson, better known to many as Sofia Mokkasin, has created the Blomma Vinterljus collection for Svenskt Tenn. It comprises crepe paper flowers in four different colours in which every detail, from the flower’s crepe leaf and stalk in thin, twined brass to the sepal and pistiles in pearl formation, is put together by hand.

The designer Maja Sten’s fascination with birds has inspired the Paradiso collection, in which tropical parrots are accompanied by a Swedish swallow. Sam Wilde is the designer who, already last Christmas, was presented at Svenskt Tenn with the Fruits of Eden collection, which this year has been enhanced with a number of hand blown glass balls in various colours and shapes that are included in the Flowers of Eden collection.

How to participate in the guided tour
Svenskt Tenns’s Christmas exhibition will open on the evening of 5 November, this time only digitally through www.svenskttenn.se.
The tour in Swedish will take place at 6.30pm, followed by a guided tour in English at 7.30pm.
The tour will take approximately 30 minutes and, during the tour, viewers will also be able to chat with us and ask questions, which will be answered at the end of the broadcast. It will also be possible to view the broadcast later.