A Brand for Everyone. About the Swedish Co-operative union s design and advertising.
The Swedish Co-operative Union (KF) had an enormous significance in the Swedish society during the 20th century. The organization - which started in 1899 - grew to a colossus in a short period of time and played an important part in the development of the Swedish welfare state with ambitions to standardize and educate people in taste and consumption. During the first half of the 20th century an extensive network of cooperative grocery stores, department stores and factories were built. The movement gained a unique position in the market with strong ties to the society. However, in the 1970s, KF lost its dominant position. The purpose is to make an exhibition at ArkDes, Sweden s national centre for architecture and design, based on a research project about KF. The study analyzes artifacts like packaging, clothes and furniture. Therefore the theme is unusually suitable to visualize in an exhibition. The subject is also important for a larger audience since a large part of the population has a relation to the cooperative movement. Additionally, the theme is broad and relate to the Swedish welfare state ideology. The idea is that the exhibition later could be shown in regional museums to increase the geographical spread.