The Ode To is a new art market founded by Helena Carlberg (one of the founders of the boutique & Other Stories) and Anna Lukins. The aim of The Ode To is to help people find works outside of the mass production markets, rare, limited-run pieces that can bring something unique to your home. The Ode To kicks off with a four-day pop-up market at & Other Stories boutique on Biblioteksgatan. We had a quick chat with Carlberg to find out more.
Where did the idea for The Ode To come from?
We both have a passion for design and have spent a ridiculous amount of time going through flea markets, online auctions and museum shops trying to find beautiful things for our homes, because those were the only places where we could find things that felt special (and that we could afford). We realised that most people don’t have the time or energy to do that, so we figured there was a space for someone to do it for people. Plus, it’s personally gratifying to have art and design as your everyday job.
The Ode To focuses on “limited prints and handmade art objects”. Is uniqueness and rarity the name of the game here?
Mainly it’s about being able to find something special, something that you won’t find in every other home and that reflects your personality. Everything is numbered and signed, and that rarity also shows the love and thought behind all products. In an age of mass production it feels nice to have a unique product that a pair of hands have worked on for days.
What’s your process for selecting artists to work with and display at The Ode To?
We know quite a few artists ourselves and several of the artists in the launch collection have connections to & Other Stories’ creative network, where I once worked. We also spend our days with exhibitions, Instagram, Pinterest and magazines. It’s not hard to find great artistry, but it does require some time and dedication as well as an understanding of what customers want now and the coming future.
Is giving greater visibility to female artists part of your goals with this project? You talk about it in your intro statement.
We want to be a platform for female artistry. Women make up the majority of those who study, create and buy art and yet male artists get more awards, exhibitions and payment. We want to counterweight that imbalance by featuring predominantly female artists. We’ll always select great artistry first and foremost, without excluding anyone because of their gender, as that didn’t feel very modern either.
You’ve having a pop-up this week at & Other Stories’ Biblioteksgatan boutique. What can you tell us about that?
We have several connections to & Other Stories, not the least as I was part of the team that founded & Other Stories and was there at the very beginning. There’s a creative network that’s grown around & Other Stories through the years and among The Ode To’s creatives we have artist Fredrik Forsberg that created & Other Stories’ logotype. There’s also photographer Patricia Reyes who was the resident photographer in the beginning and designer Joakim Nyström who was interior designer and scenographer. Therefore it’s very exciting to be back with our friends at & Other Stories and the place where my own creativity really took off.
At the pop-up you’ll be able to see all the prints and objects live and you’ll get a chance to meet us. It’s the world premiere of The Ode To and a first view of this art concept. After the pop-up we’ll be available at theodeto.com.
The Ode To Pop Up @ & Other Stories, Biblioteksgatan 11, Apr 19-22. The official opening takes place Wednesday, April 18, 18:00-20:00.
