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Odgaard’s passion

Established in 1994, The Torsten and Wanja Söderberg Prize is conferred annually on a Nordic designer or craftsperson. In addition to the prize money (one million Swedish kronor), the winner is granted an exhibition at the Röhsska Museum in Gothenburg. A comprehensive catalogue, reflecting the artist’s life and work, is created for the exhibit.

2016’s laureate is Danish designer, Margrethe Odgaard. Her work is all about colour – which is why this year’s catalogue is a celebration of her favourite shades and nuances, with soft organic tones contrasting with her blood-red passion for all things colorful. The catalogue cover and exhibition poster captured Odgaard ready for action in her well-worn smock.

‘I compare colours with the crests of waves. There are just as many colours as there are crests.’

A cover story

Ilkka Suppanen, who won the prize in 2015, is deeply committed to sustainability. His collaborations with Coopamare (a self-organised co-operative of urban recyclable-material collectors in São Paulo) and Club of Helsinki are just two notable examples.

As a tribute to this great Finnish designer, we took 187 old catalogues from the museum’s basement, a bunch of his sketches and a pile of rags to one of the few mills in Sweden specialising in handmade paper. The result is a catalogue cover that perfectly illustrates Ilkka Suppanen’s philosophy: if we are to survive on this planet, then what goes around must also come around.

From catwalk to dogwalk

The 2014 award goes to Swedish fashion designer Ann-Sofie Back. High-profile collections on such varied themes as pornography, religion and violence have cemented her reputation as the enfant terrible of the fashion world – a headstrong designer beholden to no one.

The catalogue paints a very different picture of Ann-Sofie Back. Fleetingly, the spotlight shifts from the catwalk to a walk with the dog, from public persona to glimpses of private life. The sequence of images – more than 80 pages long – unfolds like a short film clip. Besides the picture story, the catalogue includes all of Back’s collections, as well as several essays on this much-lauded fashion designer

Previous winners

Over the years, Happy’s catalogues for the Torsten and Wanja Söderberg Prize have provided comprehensive documentation of the award. On numerous occasions, the catalogue itself has won industry plaudits for creativity. The “Back” catalogue was shortlisted in the 2015 edition of The One Show.

Below you’ll find catalogue designs for previous prizewinners: Hjalti Karlsson (graphic designer from Iceland), Sigurd Bronger (jewellery designer from Norway) and Henrik Vibskov (fashion designer from Denmark).

What we did

  • Activation plan
  • Activation tools
  • Brand activation
  • Design applications
  • Design implementation
  • Design platform
  • Insight platform
  • Pre-study


Art Directors Club: 2 Merits
Clio Awards: 2 Silver, 2 Bronze
D&AD: In-book
Guldägget: Diploma
New York Festivals: Merit
The One Show: 5 Merits
Typedirectors Club: Merit

Classic designs never die

For almost a century, the Röhsska Museum has collected fashion- and design-related artefacts from all over the world. Its exhibitions provide a stunning showcase of design history – with themes as varied as haute couture, Chinese lacquerware, toilet seats and subversive embroidery.


The museum is always on the lookout for new visitors. And with growing competition, finding its own niche has become essential. Housed in a beautiful (if somewhat nondescript building), Röhsska is exploring novel ways to reach a wider audience.

Richly diverse exhibition themes include haute couture, Chinese lacquerware and vintage toilet seats.


The main focus of our assignment – carried out in close cooperation with the staff at Röhsska – is brand development and communication to pull people in. To this end, we’ve not only created visual concepts that cut to the core of the museum’s offer – its exhibitions – but alluring products, too.


The Röhsska museum is a highly conspicuous brand. Attractive posters and publications have become essential carriers of the visual identity – not least in social media (in addition to providing a welcome boost for the publicly funded activities). Over the years, our work for the museum has featured prominently in some of the world’s most prestigious design and communications competitions.

Shining a spotlight on Kraftwerk

“Influences, references and plagiarism” is an exhibition showcasing the unfolding aesthetic of German experimental music phenomenon Kraftwerk. Striking scenography, complemented by a detailed anthology, allowed us to fashion a strong identity of our own – inspired by the band and its many influences.

What we did

  • Activation tools
  • Brand activation
  • Design applications
  • Design implementation
  • Design platform
  • Packaging design


Art Directors Club: Silver, 2 Merits
Clio Awards: 2 Silver, 3 Bronze, 3 Merits
D&AD: 4 Merits
Eurobest: Silver
Guldägget: Silver, 4 Diplomas
Kolla!: Gold, Diploma
New York Festivals: Merit
The One Show: Gold, Silver, 8 Diplomas