Home HomeSwedenLivingWorld world_2_fill WorldBusiness BusinessSports sports-soccer SportsEntertainmentEntertain

"We're trying to build many types of worlds"

A new "immersive" museum has opened in the heart of Stockholm. It showcases digital and physical art, tailored to the Instagram generation – complete with an AI-powered perfume bar.

» Updated: 26 September 2024, 17:03

» Published: 19 June 2024

"We're trying to build many types of worlds"
Photo: Foto: Magnus Lejhall / TT

A new "immersive" museum has opened in the heart of Stockholm. It showcases digital and physical art, tailored to the Instagram generation – complete with an AI perfume.

It has been a long journey to this date, which makes it much more emotional than when we started Fotografiska, says co-founder Janne Broman.

The day before the opening, the building is still under construction at Museum by Naom. Founders Janne and Angelica Broman's latest venture is art experiences that are "immersive". The Anglicism is difficult to translate, but the concept has become trendy in the art world in recent years, with immersive exhibitions that "wash over" visitors.

"Triggers multiple senses"

It is a holistic experience that triggers multiple senses. It doesn't necessarily have to be a photo exhibition. Many think it has to be digital, but we're trying to build as many types of worlds as possible, says CEO Angelica Broman.

Museum by Naom combines a bar, design shop, and exhibitions with a perfume machine generated by AI technology that creates scents based on personality.

TT: How important is it that it is social media-compatible?

It's a wrestling match, says Janne Broman.

Whatever we do, we want it to be as flawless as possible, and that in itself is compatible with social media. But the goal is to create world-class experiences, says Angelica Broman.

Overabundance of plastic

A more analogue exhibition is Karolina Henke's "Roots of reflection". A room full of plastic and "fast fashion" contrasted with a room full of moss and dresses made of cones. Henke has gone from being a fashion photographer to a "craftivist", and hopes that the works can encourage reflection on how reckless consumption leads to climate change and creates more refugees.

We must think as if we live on an island. If we do something stupid over there, it will affect us later, says Karolina Henke.

Fotografiska's founders Angelica Broman and Janne Broman are behind the venture Museum by Naom, which opens on 20 June in Stockholm.

3,200 square metres with 6 exhibitions from the start and 14–20 exhibitions planned for the future. Three stages with programmes planned from autumn 2024.

Address: Sergelgatan 8, Stockholm

Summer opening hours: Monday-Sunday, 08.00–22.00 (also open during the Midsummer weekend)

AI perfume costs around 400 kronor on top of the entrance fee.

Opening exhibitions include:

Vince Fraser and Ursula Rucker, "Aṣẹ: Afro frequencies"

Karolina Henke, "Roots of reflection"

Hanna Ljungh, "How to civilize a waterfall"

Theresa Reiwer, "Decoding bias"

Fredrik Gran, "Robot synth musician"

Guillaume Marmin, "Oh Lord"

Tags
TTT
By TTThis article has been altered and translated by Sweden Herald

More news

Billion Success for Britney Spears Video
1 MIN READ

Billion Success for Britney Spears Video

Three people investigated after Liam Payne's death
1 MIN READ

Three people investigated after Liam Payne's death

Reports of a new "Star Wars" trilogy
1 MIN READ

Reports of a new "Star Wars" trilogy

After the drama: "Paradise Hotel" gets a new season
2 MIN READ

After the drama: "Paradise Hotel" gets a new season

They Can Be the Thriller of the Year
1 MIN READ

They Can Be the Thriller of the Year

Liam Payne flies home to England
1 MIN READ

Liam Payne flies home to England

They will be hosting Melodifestivalen
2 MIN READ

They will be hosting Melodifestivalen

Emotional when Hans dies in "Wahlgren's World"
2 MIN READ

Emotional when Hans dies in "Wahlgren's World"

The TV series about The Pirate Bay doesn't take sides
3 MIN READ

The TV series about The Pirate Bay doesn't take sides

Kimmel after Trump's victory: "Good evening for Putin"
1 MIN READ

Kimmel after Trump's victory: "Good evening for Putin"

The Turnaround: SR Takes Over Threatened Library
1 MIN READ

The Turnaround: SR Takes Over Threatened Library

Up to 400 may be laid off from Finnish Yle
1 MIN READ

Up to 400 may be laid off from Finnish Yle

The Swedish songs that count towards the EU's songbook
1 MIN READ

The Swedish songs that count towards the EU's songbook

Oasis Expands World Tour
1 MIN READ

Oasis Expands World Tour

Kristofer Hivju is Santa's unknown brother
3 MIN READ

Kristofer Hivju is Santa's unknown brother

Celebrities react to the election result
2 MIN READ

Celebrities react to the election result

The State Wins Against Secretly Filmed Vaccine Opponent
2 MIN READ

The State Wins Against Secretly Filmed Vaccine Opponent

St. Goran Hospital becomes a reality TV show
1 MIN READ

St. Goran Hospital becomes a reality TV show

"Michael" to Premiere in Fall 2025
1 MIN READ

"Michael" to Premiere in Fall 2025

Million Support to Malmö Art Hall
1 MIN READ

Million Support to Malmö Art Hall