Roth Design Studio – Graphic Design and Interior Design in Stockholm

Swedish Presidency of the EU 2023
Responsible Art Director for the visual identity and Project Manager for the creative working group. Developed analysis and strategy, prepared presentations, and presented to the Cabinet Committee on Economic Affairs and EU staff. Managed projects and served as the primary contact for various departments, including meetings, press, transport, and external collaborations. Led the creative direction for the decoration of the EU Council building in Brussels. Oversaw the development of visual communication, ensuring consistency both internally and externally, while maintaining quality assurance for all visual materials.

Concept:
The foundation of the visual identity is the Swedish light and its seasonal variations throughout the presidency period. The shared colors of Sweden and the EU also serve as key design elements. Another important aspect is the emphasis on Swedish craftsmanship. Through this visual identity, we created a cohesive graphic expression that made the Swedish Presidency easily recognizable.

The Assignment:
To design the rooms and press areas, incorporating furniture, technology, lighting, and decoration. The design was to feel modern, distinctly Swedish, and sustainable.

Pressarea, Kiruna

Lounge room Stockholm

Official meeting room

Area for family photo Stockholm

Press room, Stockholm

Inofficial meeting room, Stockholm

Official meeting room, Stockholm

Welcome area for press, Stockholm

Bilateral space for informal meetings, Stockholm

Detail: Bilateral space for informal meetings

Lounge room, Sweden's presidency of the EU 2023

Detail, Stockholm, Swedish Presidency of the European Union 2023

Exhibition area, Stockholm, Swedish Presidency of the European Union 2023

The stage, Stockholm, Swedish Presidency of the European Union 2023

Council of the European Union Brussels

The presidency also includes representing Sweden in the Council Building in Brussels. The assignment was carried out by the Swedish Institute in collaboration with the Government Offices of Sweden. The concept and design was made by Färg & Blanche. The concept of The Yellow Thread is inspired in part by the phrase the common thread, or röda tråden in Swedish. At the same time, the thread represents a connection between people, countries, communities, and ideas. There are 27 arches on each side of the atrium in the Justus Lipsius building. These arches symbolized the Member States of the European Union—mutually supporting one another, sharing pillars, and standing together on common ground.

Council of the European Union Brussels, Swedish Presidency of the European Union 2023

Council of the European Union Brussels

Photo: From the website Färg & Blanche

Council of the European Photo: From the website Färg & Blanche

Photo: From the website Färg & Blanche