Scan Magazine | Special Theme | Christmas Gifts from Sweden – Our Top Tips
A modern take on Scandinavian handicraft AnnaViktoria offers a range of delicate, feminine jewellery and modern interior design with a touch of Scandinavian simplicity, classic minimalistic patterns and functional craft tradition – with the familiar moose, reindeer and Dala horse as main characters. By Malin Norman | Photos: AnnaViktoria
Viktoria Månström started her Jämtland-based company in 2006 with the aim to create practical pieces with a contemporary look. “I wanted to revive established designs in a modern way to work with sleek, classic products for my own brand and other companies,” she says. “When I started almost ten years ago, this was rare, but since then many others have followed suit with a similar concept.” Encouraged by her upbringing in Dalarna with its rich folklore tradition, and grandparents who taught her craftsmanship skills and inspired her creativity, Månström discovered her talent for combining colours and patterns in drawing and designing. “I started to create new, functional and sustainable products that would be used every day and last a life-
time. But they can also be a memory of Scandinavia for tourists to bring home after a trip or for locals to treasure in their homes.” Bring home a piece of Scandinavia The AnnaViktoria collection consists of a wide selection of beautiful, feminine jewellery with the famous Dala horse as a subtle detail on earrings, bracelets and necklaces, while glassware, kitchen ware and black or white interior details such as trays, kitchen towels, aprons and pillows are adorned with the recognisable reindeer and moose silhouettes. Most popular amongst both international and local customers are the series of mugs and glassware and, unsurprisingly, the distinctive, modern take on the Dala horse in colourful stripes.
Ideas for her designs come not only from Sweden’s craft heritage but also, for example, trips to Denmark with its many talented jewellery and interior designers. “Copenhagen is such an inspiration, and I like to mix different Scandinavian designs in my own home.” Månström is currently working on next year’s collection, which also marks the tenth anniversary of the company and is likely to include a limited edition product to celebrate the occasion. AnnaViktoria’s range of products is available in many shops and at all airports in Sweden, in Scandinavian design and gift shops across the world and in the brand’s own online store, and it will be showcased at the Formex trade fair for Nordic interior design next year.
For more information, please visit www.annaviktoria.se and follow her on Instagram @annaviktoriadesign.
76 | Issue 82 | November 2015