HOME | ABOUT | CONTACT | NEWS | CASE

CASE

BOOK

Prince Eugen’s World of Flowers and the Waldemarsudde Flowerpot (SV/ENG)
THE PRINS EUGENS WALDEMARSUDDE MUSEUM

ASSIGNMENT

A book about Prince Eugen’s Waldemarsudde’s florist, Kristina Öhman, with tips of how to arrange flowers in the Swedish design classic Waldemarsudde Flowerpot. Both a Swedish and a English edition. Planning, idea, booktitle, creative direction, photo, photo direction , Photo planning, rekvisita/styling, graphic design, scetches and  originals.

Assignmentstart: winter/spring 2013, proceeded until autumn/winter 2014. The English edition will be in the bookstores, 2015. 

STARTUP, IDEA, SCETCH AND PLANNING

The visual inspiration is from the 1600-century still-life artists in the Netherlands, illustrated plants and herbarium. A small, compact and unpretentious format with hardcover, flat spine and an insert of uncoated, bulky paper that reminds of an older book about plants. In contrast, the playful typography - big and bold, yet with a classic font, makes it look modern. Illustrated plant portraits translated into photography – shoot from above to get the same feeling. My thought was also to bring that feelíng of an artist’s canvas to the feeling on the cover,  

Three sections builds the book:
1) One introduction to each season that reflects the plants growing at Waldemarsudde.
2) Different plants that are central to the flower arrangements that’ s present at the season.
3) Various step-by-step arrangements in the Waldemarsudde flowerpot and inspirational table settings to the season.

Additional flower portraits, photos of flower arrangements in the Castle, the garden and “how to arrange” and harvest flowers. Historical information, a text about the florist and her work and a plant index. 

IMPLEMENTING

Since the plants not always are in bloom at the exact same time every year, we planned the time to meet continuosly the year through. We planned what flowers to be portraited and where to arrange the photo and how it should be styled in advance, once or twice a month.

ATTENTION IN MEDIA

The book is reviewed by following press: Gods & Gårdar, Expressen Leva och Bo, Expressen Söndag, ICA kuriren, Hus & Hem Trädgård, Drömhem & Trädgård, Elle Decoreation, Sköna Hem, Allas, Land, Inrikes, Hemträdgården, Riksförbundet Svensk Trädgård, Dagens Nyheter, Rum Design. It’s also acompanying the florist in TV4-Nyhetsmorgon december 28th 2014 and Go’kväll SVT1, tuesday january 27th, 18.00.

CREDITS

Creative Director: Maria Sånge
Graphic design: Maria Sånge
Title: Maria Sånge
Photo: Yanan Li
Photo: Maria Sånge
Photo Direction: Maria Sånge
Styling/flower arrangements: Kristina Öhman
Text: Helena Kaasik
Text about Waldemarsudde: Karin Sidén
Texts about step-by-step and plants: Kristina Öhman
Editor (swedish edition): Salka Hallström Bornold
Editor (english edition): Esther Wang/Julie Cirelli
English translation: Gabriella Daniels Carlsson
Image reproduction: Olssons grafiska
Print: Livonia
Publisher: Arvinius + Orfeus Publishing AB

You can buy the book in the museum shop or order it from the webshop at Waldemarsudde.