Highlights from Sweden

September 2007. Inspiration struck during the Oscar ceremony in February: chat-show host Ellen DeGeneres walked onto the stage of the Kodak Theatre bearing one of the much sought-after statuettes in a specially modified BabyBjörn baby carrier – and then declared, “It’s an Ellen Oscar Bjorn”. The idea for the new BabyBjörn Baby Carrier Original Star was born. Now, with lashings of glamour and style BabyBjörn is presenting its products at the international trade fair Kind + Jugend in Cologne, 13-16 September 2007. Special: for the first time on the stand there will be an extraordinary display of items in a separate room. To create the installation, which plays with light and dark, BabyBjörn worked with the Swedish artist Annika Liljedahl.

An artistic creation at a trade fair for baby products! How will that work? Perfectly for BabyBjörn, because for all of its 46 years’ existence the Swedish family business has always been a little ahead of the times. Lillemor Jakobson, the textile designer in charge, and – together with her husband Björn – owner of BabyBjörn, makes sure of that. Both are passionate about art in all aspects of their lives.  Lillemor creates trends for parents and babies, with a sure sense of style: clean-cut, fine-quality and with no superfluous fripperies. She believes quality, safety and pure design are the most important thing, and millions of mothers and fathers all around the world love her for it and happily carry their little treasures in BabyBjörn baby carriers.

For the launch of the new BabyBjörn baby carriers, Lillemor has created something very special: in a darkened room, the baby carriers are presented in an entirely new light. The designer explains the “BabyBjörn fireworks”, “I wanted to show our new baby carriers at Kind + Jugend in an installation that is both artistic and elegant. A lightshow seemed to be just the right thing. Working with Annika Liljedahl was the logical choice, as she has a great reputation in the field of light installations using optical fibres. Our cooperation resulted in this magnificent exhibition with five transparent torsos full of light, that open out into radiant cascades of light. This artistic light sculpture presents our baby carriers in a completely new way.”

About the artist:
Born in Stockholm, Annika Liljedahl studied at the Swedish University College of Arts, Crafts and Design (Konstfack) between 1964-69, specialising in textiles. Outside Sweden she has held major exhibitions in Washington, Yokohama and at the French Musée Chateau d’Annecy, amongst others. The focus of her work is on sculptures, objects and installations, based on a range of materials. She also undertakes commissions to create artworks for public spaces. With her art, says Annika Liljedahl, she wants to show the fragility and exposure of life, and does so using beauty and humour.

Come and see and you’ll be astonished – at Kind + Jugend 2007, 13-16 September at the BabyBjörn stand (KölnMesse, Hall 11.2, G 020).

 

For further information and pictures please contact:

Annika Sander   
Tel.: +46 8 544 968 12   
Mobile: +46 70 544 9683   
annika.sander@babybjorn.com   

Ylva Olsson
Tel.: +46 8 544 968 05  
Mobile: +46 70 354 4130
ylva.olsson@babybjorn.com

Peter Fond
Tel.: +46 8 505 968 33
Mobile: +46 70 544 3360
peter.fond@babybjorn.com

BabyBjörn is a Swedish family-run company which develops markets and distributes products for babies and toddlers up to three years old. The company was founded in 1961 and has today about 72 employees. During the past financial year, the sales amounted to 320 million SEK (approx. EUR 34 m.). 93 % of the sales are export. In 2005, BabyBjörn was awarded Export Company of the Year by the Swedish Trade Council.