When creating new ideas for a global market
is not a process revolved around mathematics
and science any more. Today its more than
ever about the ability to imagine, inspire
and connect to the hearts and minds of an
Johan Persson and
Fredrik Magnusson try to achieve that by
identifying new ideas and opportunities
through observing people's latent needs
and desires and transform them into new
ideas and solutions.
For us this ambition
means finding ways to preserve the relevance
and delight of the original idea from concept
generation to the factory output. A process
we hope in the end can create something
that reflects character and identity, adding
values aside from price or features logic.
Maybe even something that can bring a smile
to the face of a viewer.
Johan Persson is the managing director of
Hong Kong based Sweden Design Ltd. The company
has opened up for operation since 2005 and
had an ambition to offer Scandinavian design
to the Asian market. Johan also is a frequent
lecturer in design management in several
leading design education institutes both
in Sweden (Konstfack) and Hong Kong (HK
Polytechnic University). www.swedendesign-hk.com
About Fredrik Magnusson
Fredrik Magnusson, founder & former
Creative Director and CEO of Propeller,
one of the foremost design agencies in Scandinavia.
Propeller is behind many of the recent years
most renowned projects in the field of industrial
design. Fredriks references are something
of a Whos Who of Swedish design, including
such major players as IKEA, Electrolux,
GM, Microsoft, Scania, SKF and Volvo.
Over the past 12
years with Propeller, Fredrik has been involved
in more than 500 projects for clients from
around the world and has won over 20 international
Based on his new
role as design strategist, Fredrik will
touch on his favorite subjects commercial
creativity and Consumer
insight vs. Consumer excite.