050 FOCUS
Right By blending a variety of styles in a single space, Stylt managed to fuse diverse designs from the Art Deco era to a personalised
interpretation of the Orient
Below right The aim behind the design choices at Chow Chase was to enable diners to enjoy a journey through time, place and taste
Q&A
Erik Nissen Johansen
Stylt
Erik Nissen Johansen, creative director and founder of Swedish design studio Stylt, sees storytelling as the key component in any scheme, together with a deep-rooted, all-encompassing approach to the brief…
Please tell us a little about the Stylt story, and about your own role within the business? Stylt is a multi-award-winning branding and design agency, founded in 1988 by myself in Gothenburg, Sweden. My role today is creative director, also founder and owner. We started as an innovative and unconventional art collective, inspired by the Renaissance’s ideas of creativity, innovation and cross-border collaboration. Today, we work globally within the hospitality and experience industry with a mix of large chains and small entrepreneurs. Although we’re probably best known for our projects within the world of hotels and restaurants, our work also includes property development, offi ces and co-working spaces, themed attractions, resorts and destinations.
All our projects end up with attractive brands and striking interior design, but that is rarely where it all begins. For us, a strong design concept is always the result of extensive research and in-depth understanding of the premises and the local market, of the history and vision of a neighbourhood, a community, or a city. Storytelling is our tool for bringing places and brands to life, and a communicative resource that gives a genuine competitive advantage.
A Stylt-made narrative is the red thread of the concept, guiding every aspect of development, from brand positioning to fi nal decoration. T e result is consistent, engaging, memorable – and marketable – design and customer experiences with a sense of place. Our concepts are well insulated against fl uctuating trends and can leverage the guest herself as a marketer and infl uencer. And therefore, we never shoot the fi lm before we write the script.
How has the nature of projects in the F&B sector changed in recent times? Have clients’ requirements and expectations shifted signifi cantly post-pandemic? T ere are a few key things. We are in the middle of the post-pandemic celebration, so people want to have fun again. We see that restaurants with a strong experience argument are winners but, at the same time, it’s an uncertain world with prices on many things going up T is leaves more room for casual dining – simple but still fun!
‘I think the best tip is more of everything: loud if you’re loud, more minimalist if that’s what you are. More eco if that’s your direction too’
Can you tell us about the creative vision and process for Chow Chase in Karlstad and where it came from? How closely did you work with the client?
Our client is a self-made entrepreneur, and he had a super clear vision. He wanted to create a place that gave the experience of entering a diff erent world, but to streamline the operation with a clever app where you order, pay and re-order. So we created a taste journey around this futuristic, turn-of-the-century world.
What design direction do you see for bar and leisure projects in the near future? What will be the likely priorities for designers and architects in this sector? I think the best tip is more of everything; loud if you’re loud, more minimalist if that’s what you are. More eco if that’s your direction too. And, most defi nitely, ‘experience driven’ – we are, after all, entering the post-pandemic party.
stylt.se
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