The convention in the art world is to portray the artists. What if we instead tell the story of what happens when the art leave the white walls of the gallery?

So we decided to tell the story of when art starts to play an important role in someone´s life and focus on the ones who love and buy art, the collectors. Therefore we produced a book of 320 pages which portrays 33 of the gallery's clients.

We carefully chose the right mix of people from different walks of life: business, advertising, music etc. What do the artworks mean to the collectors? What made them go “This painting is mine!”?

The right mix of people with a temperament that sprawls in different directions is the basis for the design. The common denominator was found in Wetterling Gallery's colorful and playful expressions.

For the collectors taste is both emotional and personal. So the design and text is inspired by them and the gallery itself: eclectic, colorful, sprawling, and enthusiastic. It was as if the book couldn’t stop and actually wanted to be a bit too much. For this reason the book has four different covers.

And as this is a tribute, the collectors are pictured somewhat heroically and their homes fully authentic, nothing is arranged or styled.

Like art has many different expressions we used different writers and made the voice of the collector an important part. We wanted the texts to be personal and vary, in mood, rhythm and length.

The book was printed in 1.000 copies and was sold at selected retailers in Stockholm such as Strange, Paper Cut and Ad Libris. The books sold out almost immediately and now remain only in a few copies.

The PR value in leading Swedish design magazines such as BON Magazine, Residence and Plaza Deco is estimated to a value of 200 000 Euro.