Furniture and textile design have deep roots in Sweden history. One of the most famous designers, Josef Frank, changed modern design in Sweden. As an architect, he began to realize that Modernism was too standardized, cold, and harsh. This inspired him to try and bring beauty back into living spaces, wanting the space to be open, with the feeling of being able to breath and be free. In 1934 Josef joined Svenskt Tenn where his designs were inspired and enhanced by its owner Estrid Erickson. They both believed that beauty is for everyone. In his designs, Josef employed the use of bright colors and natural forms to try and bring the feeling of being outside into interior spaces.
As a graphic designer, in training, I am inspired by his designs. The free natural forms are beautiful and work in wallpapers, textiles, and modern advertisement designs.