Svenska Mässan

100 Years of Meetings

In 2018 one of Sweden’s largest meeting places celebrated 100 years. When given the honor of making their anniversary book, we chose to summarize Svenska Mässan’s rich history through a series of carefully selected meetings that have taken place within or around the exhibition centre. Real meetings between people, but also abstract ones with fascinating collisions. Together they embody what Svenska Mässan stands for and will continue to aspire towards in the next century.

The Design

Every chapter of the book can be tied to the items on the cover. The boxing gloves belong to Ingemar “Ingo” Johansson, the boating knot represents Båtmässan while the tennis racket references the chapter “Singel & Dubbel” and the famous 1985 Davis Cup final. The colors (blue, grey and yellow) are taken from Svenska Mässan’s visual guidelines and all the text in the book uses the their primary blue color code. Otherwise the book is based on a grid that applies to both new pictures and scanned vintage pictures from their archives. We chose the paper Amber Graphic for the book’s pages and a foliated and embossed cover text.


Sveavägen 75
113 50 Stockholm
Tel: +46 8 787 10 00

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Norra Hamngatan 32
411 06 Gothenburg
Tel: +46 8 787 10 00

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Kärleksgatan 1A
211 45 Malmö
Tel: +46 7 014 99 589

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