Founded in 1916, Liljevalchs gallery is Sweden’s first independent and public art gallery for contemporary art. One of its first exhibitions was the renowned handicraft exhibition of 1917, which gave birth to some of Sweden’s most prominent designers such as Carl Malmsten and Gunnar Asplund. Nearly a century later, Liljevalchs chose to exhibit “Swedish Handicraft: 100 Years” which celebrated Swedish handicraft. The gallery needed a branding initiative that was decidedly modern while maintaining a respectful homage of the past. In true form, Snask embroidered the name of the exhibit, “The Handicraft at Liljevalchs,” in ornate Swedish fashion, and painted wooden letters like traditional carvings and letterpress. Maintaining a passion for materials as well as featuring the craftsmanship that many of the featured handicraft artisans possessed was very important to Snask. They made sure to include these important elements in their design, providing context and inspiration to younger generations.
The visual identity appeared in exhibition design, catalogues, advertisements and more, drawing an audience that exceeded all expectations. In the end, 442% more people entered the exhibition compared to the previous Summer’s exhibition. Not only was the national press attention enormous, it was a beautiful nod to the gallery first handicraft exhibition 95 years before.