Sheila, Stockholm, 2013
Fredrik Öst, passionate enemy-collector, co-founder of Stockholm based design/branding/film agency SNASK, who’s key features are not only his stunning looks in a warrior’s armor and his atomizing energy. Because then you’d have forgotten about his silky shining mane. With his partner in crime, Magnus Berg, they wrote a manifesto. and a book. and built up an emporium of creativity. and probably discuss their strategy to take over the world supremacy…
/ How would you finish these sentences, Fredrik?
The music video for ‘Scatman’ is…very strange and more b&w than Michael Jackson’s “Black or White” ever was.
A green chicken turns around and…vomits on all the boring fucking agencies around the globe who named themselves after their founders surnames.
A world without IKEA is like…a refrigerator without any basic foods in it but only caviar, truffle and goose liver.
Love means...nothing unless you show it like you mean it.
/ You guys founded SNASK in 2007, how does it feel TODAY?
▽ Fucking great. But that’s pretty natural. We didn’t know if we would survive the first month and here we are at 5 years old kicking it and living the dream! So yes, we won’t hide it, we’re feel great where we are today but want to go further.
/ Who came up with the idea for YAY Festival?
▽ It was a mix of all of SNASK as well as the event agency Grandins Flying Circus. We all felt that something was missing in Europe and started shooting ideas at each other of something better. That’s the truth.
/ I agree. Awesome idea. You are also happy with the outcome of the pilot, right?
▽ Yes, it was fantastic and we’re having the new one on 7 December. It will be better and bigger!
/ You can choose one robot – What are its features?
▽ It has only one feature. To satisfy guilty pleasures and then taking away the guilt.
/ In classic graphic designer manner, you guys have any tattoos?
▽ Hmmm, yes. I have a rose on my forearm (cliché hell yes!) and Magdalena (star designer) has her nick name “Neski” tattoed on her back. The others secretly dream of having them.
/ Ok, and a more intimate question: Jackie Chan or Bruce Lee?
▽ Hmmm, I mean we like humor so don’t get me wrong. But Bruce Lee is so much cooler and more conceptual than Jackie Chan. I mean, he trained every day for like 27 hours. It feels like it’s impossible to become better in the time he did it. So fuck Jackie, go Bruce! (the name is cooler as well)
/ Do you believe in colour psychology?
▽ Well, to some extent. Sure, warning signals like red+black and yellow+black surely works or at least worked once upon a time. But nowadays it doesn’t really matter. I mean, we don’t panic when McDonalds have Red and Yellow as their colors. And we don’t feel cold when Behance logotype is blue. So we do believe there’s some kind of phsycology but a very vague one and not very relevant to our line of work.
/ Who would you like to get your toes sucked by?
▽ You since you mentioned it!
/ Would you say you are picky with clients?
▽ Yes we are. If they don’t have a good budget they have to be good clients if we are to work with them. Mostly clients that don’t pay well are also very bad clients who don’t understand the process, the amounts of corrections allowed, the amount of work we put in and the proud and professionality we have as branders and designers. Worst is the music industry who don’t know how to pay but very well know how to suck out every penny from artists.
/ Any Stockholmian brand that deserves to be more known if you were to decide?
▽ TheMocracy is a great shop that sells everything that has to do with biking. Why not the exclusive rain coat brand Stutterheim. It’s amazing and costs amazingly amounts of money which makes the wearer wishing for rain. And when rain comes he/she jumps of happiness to finally being able to wear it and get some value for money.
/ Please describe the Stockholm Style. Feel free to talk fashion.
▽ It’s very good. Sometimes very boring since a lot of people tend to look the same. But I would say people are very trendy here. Unfortunately for Spain and Italy the southern Europe have totally lost its feel for fashion and trends. They look like people did in Stockholm in the 90’s.
/ I heard that in 30 years there won’t be any chocolate more on earth. Does that affect your personal lives?
▽ Nope. But it will affect every friend, girl/boy-friend, parent and sibling. And in that way it will affect us in the end. Jesus christ. The horror.
/ I am a big fan of your manifesto. Can you give me anymore life-wisdom for the road?
▽ All my life I’ve had more fun saying yes than no. And those who never throw a dice will never throw a six. Also when you make something no one hates, no one will love it either.
/ One last question: why are enemies a good thing? (If your answer is: snask-off and read our book then that’s what I’ll do now…)
▽ Oh shit, I kinda answered on the last question. Know your enemy and you’ll know that you’re the opposite. Make stuff that people hate and love. Make enemies and you will also gain fans and ambassadors. Works for your personal brand as well as random global brand.
/ Tack and thanks a lot for checking in with us! SNASK on!!
Interview: Lola Tivoli, 2013