Designer, creator and entrepreneur Victoria Säker appreciates the simplicity of everyday life and wants what she creates to help make it more beautiful. Harmony is a watchword that shines through whether it's design or energy work. As a participant in eXpression Design, she has, among other things, worked on the 7:00 am clothes valet, which was featured in Elle Decoration and at Formex. eXpression Umeå had the opportunity to ask her a few short questions.
Who are you Victoria and what is your background?
I've always been creative and had a drive to create. Design and creation have been my great interests since I was a child. I have trained in graphic design and Feng shui - the age-old art of creating beautiful and sustainable environments that support you. The eXpression Design programme gave me the opportunity to realise my dream of designing a product that both fulfils a practical need and contributes to a pleasant feeling in the room.
How would you describe your business, understanding that you do several different things?
That's right. In my company, I design products that make everyday life a little easier and more beautiful. I create images and paint. I am also trained in different types of energy work and offer services in that area.
How would you describe your expression and style when it comes to design and creation?
I am drawn to simplicity and want my designs to last over time. Our surroundings affect us so much, for example, a room with order brings calm and reduces stress. With that in mind, I want my designs to help create harmony and comfortable environments.
Tell us a little about 7:00 am and how it got noticed:
I was missing a clothes valet for the clothes I had worn during the day but which did not need to be washed, but could be used for another day. They just needed to be hung up.
The piles of clothes in my bedroom were ugly and the clothes got wrinkled and untidy and I always ended up washing everything anyway.
I wanted a clothes valet with soft shapes and airy, simple lines, in wood and with a Nordic design feel. It would fit clothes like shirts, t-shirts, dresses, trousers, cardigans and accessories, not heavy suits. But I couldn't find one on the market. So I designed one - 7:00 am, a wall-mounted clothes valet for clothes and accessories.
The clothing valet 7:00 am was adopted by the Arctic Design of Sweden project to represent Northern design and was to have been showcased in Paris during Paris Design Week in 2020. Unfortunately this was cancelled due to corona but instead a digital catalogue was created where 7:00 am ended up on the front page. I'm especially happy that Arctic Design of Sweden also showcased 7:00 am on a full page in ELLE Decoration. It's also great fun and an honour that 7:00 am was handpicked for the Formex summer 2020 trend show and also featured in the Formex SS21 digital trend guide, along with my new, smaller pendant, I am.
Anything else exciting happening in the near future?
I've just opened registration for ESSENCE - a digital course to build your own attractiveness and attract what you dream of.
eXpression Design is a business development programme at eXpression Umeå that offers methods, tools and networks to help you as a creator turn your idea into reality. The goal is to develop a locally produced product, to grow in your entrepreneurship and your ability to create sustainable partnerships and networks. The aim is to strengthen profitability, find new markets and develop local production.
FACTS:
Name: Victoria Säker
Bor: In Örnsköldsvik
Family: Husband and daughter
Last read bok: Breaking the Habit of Being Yourself - How to Lose Your Mind and Create a New One by Dr. Joe Dispenza
Film or series to recommend; Love funny shows. I laugh a lot at comics by Amy Poehler and Tina Fey, for example.
Exemplar: I am inspired by many people, some because of what they do and accomplish and others because of their personality and character. Some examples are Ingegerd Råman, Kathrin Zenkina, Davidji and Desireé Pais.
" Check out Victoria Saeker's website
Photographers for selected image (collage): BYN collective for Arctic Design of Sweden and Carola Harnesk.
