02.06.20
Up and Coming
Sorry, Hygge Hive — Mattias Sellden Just Took Nordic Design Out Of Its Comfort Zone
For Swede Mattias Sellden, the first step towards making a name for himself was, for better or worse, admitting that he wanted to. “For me, even showing what I do was a hurdle. I still don’t have a website and I started my Instagram only in August of last year — three months after my graduate exhibition.” Sellden chalks this reticence up to the Nordic code of conduct known as Janteloven, which he describes as “the very Swedish notion not be a show-off.”