Sofie Ekeberg Hellsing and Christian Duivenvoorden opened the design store Artilleriet in Gothenburg in 2014. There are many indications that they have become Sweden’s most important interior trendsetters. Welcome to Sweden’s most interesting design city.
According to their website, Artilleriet stands for an eclectic collection of interior, furniture, and details.
Despite the fact that the founders were warned against opening a store in the working-class city of Gothenburg, the fifth largest city in the Nordics, Artilleriet has proven to be a successful trendsetter in interior design.
Related: Swedish Furniture Rooted in Nature
The reason might be that Gothenburg is so small that there is an opportunity to be seen and at the same time large enough to have a lot of expertise. Artilleriet displays a proprietary blend of classics, vintage and modern products together with innovative design from around the world. According to the owners, part of the success is due to a mix of well-known brands with recognized high quality and lesser-known up and coming suppliers with great potential.
Artilleriet has become a very strong brand. The internet and customers have been hugely important to the store, which has never paid for marketing. That said, the company has a marketing department that works with images from the Artillery. Material is produced there for the channels the company wants to use, such as Instagram and newsletters.
The old industrial city of Gothenburg is about to change. With a number of innovative interior and online stores, some of Sweden’s most important bloggers and interior stylists, trend-setting apartments for sale posted on social media every week as well as its own design museum, the city has established itself as Sweden’s most interesting design city.
The Kitchen, next to Artilleriet on Magsinsgatan 19, is a small store selling beautiful handcrafted kitchen products, utensils and unique everyday objects, made for staying within families for generations.
The fact that Gothenburg is Stockholm’s little brother makes it easier to experiment and test out new concepts there. The competition is not as tough, according to blogger Frida Ramstedt who runs one of Sweden’s biggest design blogs, Trendenser , with over 250,000 readers every month.
Gothenburg Design Guide
Furniture, lamps and interior from 1900 onwards.
Modern ceramics from ‘colony garden’ houses.
Swedish-Japanese ceramics studio. Appointments only.
ARTILLERIET & THE KITCHEN
See main story above.
Clothing, posters, books and interior collectors’ items
Mini-warehouse with Swedish design clothing, interior, flowers, café
RUM FOR PAPPER
Office supplies, pens, paper, binders and calendars
Established 1967. Swedish designed fabrics made in Africa
Web-shop selling modern design
SPINNERIET in LINDOME
Old industrial spinnery wit shops selling new and old items
Sweden’s Most Interesting Design City, compiled by Tor Kjolberg