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Per Söderberg is a renowned designer from Sweden. He is the creative mind behind the gorgeous No Early Birds collection we featured last July. We truly enjoyed getting to know him through this Q&A profile. Here are his answers, and remember to check out his website!
Where did it all start?
I was brought up surrounded by great design, architecture and art. After college I struggled my way through different architecture studios, trying to find my place and learning everything from scratch. Eventually it was “too late” to spend 5-7 years at the school of architecture. I felt though that I had to get some perspectives so I applied – and was happily accepted – to the masters program at Domus academy in Milan. After a couple of really inspiring years in Italy I felt the time was right to go back to my roots and so I went back to Stockholm and opened up my own design and architecture studio that I have now been running for almost 15 years.
How would you describe your style?
It is modern but timeless, elegant and clean yet rich and warm.
Any special projects at the moment?
I am doing a limited edition of my furniture collection No Early Birds for the swedish design magazine Plaza. The pieces will be shown during a special event and sold at the auction house Lauritz. It will be a new and interesting way to promote and sell the furniture. Also I like the fact that it is very democratic – it is price after demand.
Best thing about being a designer:
The challenge and reward of making everyday life better for those who buy, live or work with your design.
Fastest growing trend:
I do not know if it is a trend, but more and more people are getting more aware and engaged in environmental issues. At the same time things are getting more and more global which in a way is a paradox.
You, in three words:
Fearless, curious, restless
What inspires you?
Challenges, interesting people, travelling
“I’m at my most creative when…”:
It is past midnight and I have an important presentation tomorrow morning
Best thing(s) about Scandinavia:
People, society and nature. People from scandinavia travel a lot and are fast on picking up new trends. This is because it is an open society and most people are interested in what is happening in the world today. Nature is not only beautiful but also easy to access.
Castiglioni, I love visiting his former studio, now turned into a museum, when in Milan. His wife and daughters work there and the place has not turned into a mausoleum, you just get the feeling that Achille only stepped out to have a coffee and a cigarette at the bar around the corner.
Best designer piece you purchased?
My BMW 520d touring or my MacBookPro
On your wish list:
Best shopping spot:
The recently opened interior store Artilleriet in Gothenburg
What can’t you live without?
Scandinavian tradition(s) you love:
Crayfish with snaps
Favourite travel spot:
You, in five years:
Overlooking the Piazza St Marco from my loft ?