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Experience Design Portfolio


A portfolio showcasing my work, while studying a MA in Experience Design at Konstfack, Stockholm, Sweden.

Ad(d) Metamorphosis

[Un]Real Estate Posted on May 26, 2010 11:30

Advertisement spaces in Stockholm are very controlled. There are strict rules and regulations concerning who and what is able to be advertised. But who should have the power to decide this? And what do people in Stockholm really think about the stuff being advertised? Should there be more spaces in Stockholm where the citizens are able to put up there own ‘advertisements’ in the form of pictures, illustrations or messages? Is it necessary for the citizens to have a greater say in what is being advertised in Stockholm?

On December 15th 2009, a grafitti performance took place on Plattan, Sergelstorg, where people were asked to illustrate how they would use the advertisement space if it were their own and what freedom of speech meant to them within this space. This performance questions the power and value of the existing advertisment spaces and its’ messages, and uses the power of our body in order to do so.


This project was inspired by experiences from the two previous weeks, where we performed and designed projects about Cosmopolitical Experiments and Institutionalizing Beauty. My main inspiration came from Prang Lerttaweewit’s project Yoga Vagn. Watch this video!

//–>During this event large paper signs with the text Yoga Vagn were put on the platforms in the subway station. We found out quickly that this was not allowed, and was viewed as vandalism and graffiti. Luckily no fines were given, because the signs were removable. This made me realize that we all hold the strongest tool with us, our body. If someone would of held the yoga signs instead, it would most probably be accepted. Therefore, this idea became my starting point for my project Ad(d) Metamorphosis.


Before the final graffiti performance took place I experience prototyped it, which gave me lots of information of what not to do and how to design the performance in order to achieve the response I wanted.

I started with a space in Gamla Stan with the help of Nina Bacun, where I wanted to use the plexi-board to frame certain views or objects that I wanted people to react on. This was not successful for many reasons, but mainly because the space was not a piaza therefore making it hard to stop and engage people from just passing by; and using a blank canvas with no initial question or statement to react on made it impossible for people to become inspired.

Therefore, I moved to Sergelstorg, where there are more people hanging about, but it is also a place commonly used for events. Here, I used Nina Bacun and Vijai Maia as initiators for drawing and writing on the blank canvas. This was more successful, however it was only children and teenagers that dared to draw. And the outcome was completely different from what I had in mind (drawing their friends faces, as seen below), which made me realize that some type of question or statement needs to be given for people in order to react. It would not only give me more reactions, but a more specific outcome which I could controll.


Reflecting back on the graffiti performance that took place, it was the actual time spent, space used and conversations that were the most interesting, rather than the messages or illustrations that were made. The space at Sergelstorg, that I would normally not use other than to pass through, became changed after I spent two hours. Not just because we physically used the space and changed the visual surroundings with out graffiti, but emotionaly it became a space for interesting conversations, where ideas and feelings were shared.

In the future I am interested in using this insight, which could create other similar events and projects that would focus on the temporal change of the space used highlighting the emotions that arise.

Institutionalizing Beauty

[Un]Real Estate Posted on May 26, 2010 11:21

“NBC does not conceive sites as neutral values but recognizes them as
social constructions that envisage and shape relationships of power.
One aspect brought forward will be how we can change the experience of
the urban landscape with alternative movements and taking places with
our bodies. We take our own experience as example and draw parallels to
the dynamics of power manifested by architecture, behaviour and
(from the theme description by Annika and Thérèse)

more at

a Second Look!

How can you experience a space with new

On November 26th 2009, the [Un]Real Estate group
experienced Sergelstorg in a new way.
They took a psychogeographic
walk, choreographed by maps from other city
squares such as,
Stureplan, Tensta and Brunkebergstorg, and with their own imagination.

Mahmoud Keshavaraz and I, hoped to find new ways of experiencing
‘Plattan’, Sergelstorg, a busy square located in the city center. It
connects to one of the main subway stations and several department
stores, which is why its surroundings can often feel neglected due to
the amount of people traveling and passing by.

We choose 3
different routes to be walked by our group at Plattan. One from
Stureplan, another from Tensta and the last but not the least
Brunkebergstorg. These sites were choosen due to their great difference;
Stureplan being Stockholm’s ‘posh’ area, Tensta a suburb and
Brunkebergstorg the old meeting spot of Stockholm.

These new
routes forced the group to look at the space of Plattan in a new way.
Some choose to walk in pairs others by themeselves, but everyone
experienced their route in their own way.
Hopefully, giving people
new insights and thoughts about the space or possibly the discovery of
new artifacts, views, entrances, steps, passages and other things.

did not only give our group a new experience, but it also made us
realize that the routes need to be enhanced and focused in order to
acheive a more enriched experience and outcome.


Cosmopolitical Experiments

[Un]Real Estate Posted on May 26, 2010 11:10

“Urban spaces are more-than-human. Many are used to view cities as
up of streets, offices, buses, houses that designed for and made by
humans, like women, men, children, rich, elderly, poor or what ever
social category you like. During this first week of your course, I will
tell you about the city and the urban space by departing from them as
more-than-human, as “living cities” consisting also of birds,
bumblebees and other urban citizens that co-habit the city…”
the theme description by Henrik Ernstson)

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Order a Mystic Field

Mystic field is an eye-opener. This cocktail wishes to form a
discourse about the function and state of Årsta field, by introducing it
into Stockholm’s restaurants and bars. Mystic Field’s main ingredient,
Årsta Brännvin (spirit), originates from Lady Årsta’s recipe created
during the 18th century. Hopefully, this drink will engage more people
within Stockholm to make judgements and decisions on how to use Årsta

This project was done in collaboration with Anders
Mellbratt and Marcus, the bartender at Grill Restaurant & Bar in
November 2009. We are both hoping to carry on with the project, by
designing a more developed event for the drink Mystic Field. We are
still interested in highlighting the discussion around Årsta Field,
which would also benefit Reimersholms, the makers of the spirit.


Marcus @ Grill
making a Mystic Field Cocktail

3 cl Årsta Brännvin
1 cl Limoncello
1 cl Vanilla Liquor
3 cl Red Orange purée
1 cl Syrup

Shake and serve in a cooled cocktail glass

[Un]Real Estate

[Un]Real Estate Posted on Jan 08, 2010 13:51

“[Un]Real Estate focuses attention on discovering existing ways in which values are set and communicated officially, and unofficially, and about (re)designing systems for altering existing values or introducing new ones”. (Ramia Mazé)

This five week course during November & December 2009, was split up into three parts; Cosmopolitical Experiments, Institutionalizing Beauty and last but not least our individual projects inspired by the previous ones, mine titled Ad(d) Metamorphosis.