Vol.10
Graphic Design Duo Hjarta Smarta from Sweden |
| Hjarta Smarta is a rising Swedish design duo, based in Stockholm. Samira Bouabana and Angela Tillman, the two founders of Hjarta Smarta have established their design studio in 2001 and worked for an extensive range of projects in the cultural and commerial design scene of Sweden and internationally. Advertisement campains and corporate design for leading companies, designs for exhibitions at Swedish national museums, nominations and prizes for awards, publications in international press and books are highlighting their career. |
1)You founded Hjarta Smarta in 2001. How did it come to this association? |
  We were students in the same class at the graphic design school in Stockholm. We had a similar view on graphic design, we liked each other and wanted to have fun, so we started to work together on assignements in school. We did the final examination together as well, wallpapers made of graffiti and scribbles we found around town and turned into seemingly classical patterns. The wallpapers attracted a lot of attention and we decided to put them in production. By doing this we got our first clients and a startingpoint for Hjarta Smarta.The graffiti patterns were produced as Christmas plates andone of it applied on a toilet roll served as a give-away at the opening of the Tom Dixon designed fashion shop and gallery Tokyo Hipsters Club in Harajuku, Tokyo. |
2) What does Hjarta Smarta mean? |
In English it means Heart and Sorrow/Pain. In Swedish, and in several languages it is a rhyme, like Coeur Douleur (French), Herz Schmerz (German). The name came up because of a visit to Japan when we were still in school. It´s a typical Swedish expression, often used a bit ironic about lyrics or expressions that is “too much” or “too clich?”.  Hjarta Smarta Neon letters and the “Ooo” installation.Hjarta Smarta were one of the 10 international participants from the experimental design scene who were given a room at the exhibition ’Hands on movement ? Crafted form in dialogue’ at the Liljevalchs Konstall, the modern and beautiful exhibition space of Stockholm. |
3) What was your favourite commercial project? How was the process, how long did you work on it? |
| Exhibition graphic |
