Meet the latest additions to the Creatives incubator programme: Samuel Grönlund and Erik Karlsson. Together, the duo runs an architecture and design studio that weaves together natural values, bold architecture and holistic brand design, drawing on the culture of Norrland.

Although both Samuel and Erik are in the middle of finishing their master's degrees in architecture, that hasn't stopped them from starting companies together. Samuel, who has extensive experience in the communications industry - including as both CEO and art director, decided late in life to broaden his expertise in visual communications by adding a dimension to his portfolio. 

Along the way, he met Erik, the snowboarding pro, who, after shelving his board, has taken hold of his dream. Today they are partners and new participants in Creatives - eXpression Umeå's incubator programme.

- We are both interested in exploring the conditions and unique values of a place and creating something new from them. What we do should be based on the place where we work," says Samuel Grönlund.

Projects that combine brand design and architecture are particularly relevant for the newly established studio. For example, holistic identity concepts for everything from the experience industry and hospitality to shops and restaurants. Preferably projects in Norrland and in particular Västerbotten.

- Northern Sweden is important to us. We both have a history of moving around a lot in nature, whether it's coastal or mountain landscapes. That's why projects in a natural environment with opportunities for architectural exploration are particularly interesting. There are social values in creating places that are beautiful, accessible to many and that can help strengthen and develop a community. We want to be part of that," says Samuel.

Despite special times, projects are already rolling in. Grönlund Karlsson is currently working on a major pitch for a destination in the Umeå region, as well as a few smaller villa and holiday home projects.

We welcome Samuel and Erik and look forward to following their journey.