THE SWEDISH HOME of today as seen through the media
2008


In this project I wanted to raise questions about how home interiors are portrayed by the media in Sweden. I found the individual’s "I" described as clearly linked to the style or space we choose to surround ourselves with. An individuality that can easily be bought and changed as we all please as long as you have the money and the engagement that is demanded. It's all up to you! But what is the dream image?
After exploring Swedish interior magazines, homepages and TV - shows I chosed to picture my thoughts through 8 different themes or stereotype pictures that I frequently found in the chosen medias. Pictures as The woman in the kitchen, The table made for dinner with friends and The fresh fruites and vegetables in the kitchen.
I deconstructed these scenes using both existing and built up environments, props and people and animals. With the aim to ridicule the conventions I exaggerated and perverted them with the result of slightly twisted pictures.

I chosed to collaborate with a photographer, Pär Eliaeson, also architect and critic, wanting to focus on the creation of the sceneries. Working with Eliaeson also allowed me to to step closer to the way interior designers and interior magazines use photographers when making representation images of space.