{"id":6876,"date":"2019-01-28T21:41:05","date_gmt":"2019-01-28T19:41:05","guid":{"rendered":"https:\/\/cometofinland.fi\/?page_id=6876"},"modified":"2021-06-03T08:59:13","modified_gmt":"2021-06-03T05:59:13","slug":"lockropen-fran-paradiset","status":"publish","type":"page","link":"https:\/\/cometofinland.fi\/sv\/exhibition\/lockropen-fran-paradiset\/","title":{"rendered":"Lockropen fr\u00e5n Paradiset!"},"content":{"rendered":"

Initiativtagaren till utst\u00e4llningen, Magnus Londen, avsl\u00f6jar h\u00e4r varf\u00f6r reseaffischer fascinerar.<\/b><\/span><\/h2>\n

Utst\u00e4llningen visas f\u00f6r n\u00e4rvarande p\u00e5 Hang\u00f6 Museum<\/a>, 6.5.2021-17.4.2022. V\u00e4lkommen!<\/em><\/p>\n

Ber\u00e4tta vad utst\u00e4llningen handlar om?<\/b><\/span><\/p>\n

Det handlar om klassiska reseaffischer. Vi vill visa hur Finland i tiderna visade upp sig f\u00f6r omv\u00e4rlden \u2013 hur man lockade resen\u00e4rer till v\u00e5rt nordliga land.<\/span><\/p>\n

\"\"<\/b><\/span><\/h2>\n

Jaha, men vad \u00e4r egentligen en \u201dreseaffisch\u201d?<\/b><\/span><\/p>\n

Affischer var den tidens internet. Man anst\u00e4llde en grafiker eller konstn\u00e4r f\u00f6r att skapa en attraktiv konstn\u00e4rlig bild av det man ville \u201ds\u00e4lja\u201d. Det kunde vara Finland, eller en stad eller en region. Och s\u00e5 lade man p\u00e5 en h\u00e4rlig slogan s\u00e5 som Finland \u2013 Land of Romance<\/i> eller Finland \u2013 For Wintersports<\/i>.<\/span><\/p>\n

Hur lockade man d\u00e5 utl\u00e4ndska resen\u00e4rer hit?<\/b><\/span><\/p>\n

Se p\u00e5 affischerna: de \u00e4r glada, f\u00e4rggranna och humoristiska.<\/span><\/p>\n

Oj d\u00e5, det hade jag inte trott \u2026 Finland \u00e4r ju dystert och m\u00f6rkt och tystl\u00e5tet …<\/b><\/span><\/p>\n

Ha ha, det d\u00e4r \u00e4r bara en klich\u00e9. Affischerna \u00e4r snart hundra \u00e5r gamla, skapade l\u00e5ngt f\u00f6re den globala tid vi nu lever i. Men se hur internationella v\u00e5ra f\u00f6rf\u00e4der\/m\u00f6drar var: Affischerna finns p\u00e5 franska, svenska, tyska, engelska och m\u00e5nga andra spr\u00e5k. S\u00e5 jag brukar s\u00e4ga att Finland alltid varit ett kosmopolitiskt och \u00f6ppet land.<\/span><\/p>\n

Hm, det hade jag inte t\u00e4nkt p\u00e5.<\/b><\/span><\/p>\n

Precis! Vi \u00e4r s\u00e5 fulla av det rutinm\u00e4ssiga t\u00e4nkandet om Finland som ett slutet och bortgl\u00f6mt land.<\/span><\/p>\n

Okej, men hur lockade man resen\u00e4rer hit. Vad var lockbetet?<\/b><\/span><\/p>\n

Naturen. Tystnaden. Att Finland var Off the beaten track<\/i>, dvs. ett st\u00e4lle som \u00e4r bortom de upptrampade stigarna, ett ouppt\u00e4ckt eldorado.<\/span><\/p>\n

Vad \u00e4r det f\u00f6r speciellt med v\u00e5r natur d\u00e5?<\/b><\/span><\/p>\n

Du sk\u00e4mtar, eller hur?<\/span><\/p>\n

Nja, jag menar, p\u00e5 1930-talet fanns det v\u00e4l or\u00f6rd natur \u00f6verallt?<\/b><\/span><\/p>\n

Inte riktigt. Finland uppfattades d\u00e5 \u2013\u00a0precis som nu \u2013 som genuint, som \u00e4kta, som ett or\u00f6rt paradis.<\/span><\/p>\n

Och st\u00e4derna d\u00e5?<\/b><\/span><\/p>\n

V\u00e5ra st\u00e4der framst\u00e4lldes sj\u00e4lvklart som ack s\u00e5 glamour\u00f6sa. Se bara p\u00e5 affischen fr\u00e5n Helsingfors 1939: en dam dricker champagne (!) p\u00e5 en uteservering (!) i centrum. \u00a0Faktum \u00e4r att det var med Champagnedamen som hela id\u00e9n med Come to Finland<\/i> b\u00f6rjade.<\/span><\/p>\n

Ber\u00e4tta mera!<\/b><\/span><\/p>\n

Det var en vanlig dag med f\u00f6nstershopping i Helsingfors centrum. Pl\u00f6tsligt stannade jag upp: I skyltf\u00f6nstret h\u00e4ngde en originalaffisch fr\u00e5n 1930-talet: En dam smuttar p\u00e5 champagne, i bakgrunden en klassisk Helsingfors-sp\u00e5rvagn: Det \u00e4r glamour. Det \u00e4r lugn. Det \u00e4r stil. Det \u00e4r precis s\u00e5 jag vill ha mitt Helsingfors. S\u00e5 jag fryste till d\u00e4r och d\u00e5, jag ins\u00e5g att mitt liv var f\u00f6rutbest\u00e4mt: Jag skulle bli en affischj\u00e4gare. Jag skulle hitta dem alla. Tillsammans med kollegerna Joakim Enegren och Ant Simons skulle vi g\u00f6ra den f\u00f6rsta boken om finl\u00e4ndska reseaffischer.<\/span><\/p>\n

Men det jag inte visste d\u00e5 var att boken i sin tur skulle leda till ett designf\u00f6retag, det som i dag \u00e4r Come to Finland Publishing Ab Oy. Att vi en dag skulle s\u00e4lja produkter med klassiska finl\u00e4ndska affischmotiv till hela v\u00e4rlden. Och att vi skulle skapa en stor utst\u00e4llning med finl\u00e4ndska reseaffischer i original.<\/span><\/p>\n

Utst\u00e4llningen heter \u201dLockropen fr\u00e5n paradiset\u201d, vad menar ni med det?<\/b><\/span><\/p>\n

Vi ville plocka upp den positiva och oskyldiga hybris som syns p\u00e5 affischerna. Om man tar affischerna bokstavligt ser Finland faktiskt ut som rena paradiset. Det tycker vi \u00e4r lite komiskt och r\u00f6rande. Samtidigt \u00e4r det alldeles r\u00e4tt att vara kaxig och skrytsam, eftersom det \u00e4nd\u00e5 s\u00e4gs p\u00e5 ett sn\u00e4llt och oskyldigt vis \u2013 det \u00e4r ett reklamspr\u00e5k som vi p\u00e5 Come to Finland \u00e4lskar.<\/span><\/p>\n

Har du n\u00e5gra speciella favoriter p\u00e5 utst\u00e4llningen?<\/b><\/span><\/p>\n

Champagnedamen av Jorma Suhonen kommer alltid att st\u00e5 mig allra n\u00e4rmast. Och den kopian som h\u00e4nger p\u00e5 utst\u00e4llningen \u00e4r mitt eget ex, som jag fick i 40-\u00e5rspresent av mina f\u00f6r\u00e4ldrar. Se, men inte r\u00f6ra, ha ha!<\/span><\/p>\n

F\u00f6rutom henne s\u00e5 \u00e4r det Osmo K. Oksanens skidpojke som \u00e4r min b\u00e4stis. Han har allt man beh\u00f6ver i livet: en resev\u00e4ska, ett par skidor och \u00e4ventyret i blicken!<\/span><\/p>\n

G\u00e4llande sommaraffischer \u00e4r Lake Saimaa \u2013\u00a0Loveliest in Finland<\/i> av Paul S\u00f6derstr\u00f6m och G\u00f6ran Englund min favorit, f\u00f6r det \u00e4r i Insj\u00f6finland jag tillbringar somrarna, och just precis s\u00e5 d\u00e4r harmoniskt \u00e4r det!<\/span><\/p>\n

Finns det n\u00e5gra p\u00e4rlor bland de \u00e4ldre affischerna?<\/b><\/span><\/p>\n

Det finns m\u00e5nga! Imatra-affischen av Akseli Gallen-Kallela \u00e4r Finlands f\u00f6rsta reseaffisch (vi har l\u00e5nat originalet av Gallen-Kallela museet) och en sann klassiker. Sj\u00e4lva \u00e4ger vi den n\u00e4st \u00e4ldsta finl\u00e4ndska reseaffischen fr\u00e5n ca 1893 i original, den g\u00f6r reklam f\u00f6r en b\u00e5tlinje mellan Helsingfors\/Hang\u00f6 och L\u00fcbeck. Det \u00e4r fantastiskt hur f\u00e4rgerna h\u00e5llit s\u00e5 bra \u2013 f\u00f6r en \u201dsimpel\u201d reklamaffisch \u2013 i \u00f6ver 130 \u00e5r.<\/span><\/p>\n

Utst\u00e4llningen inneh\u00e5ller ocks\u00e5 nya affischer?<\/b><\/span><\/p>\n

Precis! Vi ville skapa n\u00e5got nytt, skapa en ny boom f\u00f6r affischkonsten. S\u00e5 vi specialbest\u00e4llde tolv nya affischer av finl\u00e4ndska grafiker och konstn\u00e4rer, och dessutom arrangerar vi \u00e5rligen en stor internationell reseaffisch-t\u00e4vling. Det \u00e4r sp\u00e4nnande att j\u00e4mf\u00f6ra de nya och de gamla affischerna. Naturen och stadslivet lockar igen!<\/span><\/p>\n

Vad tyckte konstn\u00e4rerna om att g\u00f6ra affischer?<\/b><\/span><\/p>\n

De verkade \u00e4lska det. Uppdraget var ovanligt och sp\u00e4nnande, ans\u00e5g de. Och det tyckte vi ocks\u00e5. Det var fantastiskt att p\u00e5 n\u00e4ra h\u00e5ll f\u00e5 se processen hur en affisch kommer till. Vi vill f\u00f6rst\u00e5s g\u00e4rna inbilla oss att Finlands affischm\u00e4stare fr\u00e5n forna tider skulle ha gett oss en klapp p\u00e5 axeln …<\/span><\/p>\n

Ni har jobbat i flera \u00e5r med utst\u00e4llningen, s\u00e5 till sist kan man inte l\u00e5ta bli att fr\u00e5ga: Hur k\u00e4nns det nu?<\/b><\/span><\/p>\n

Som alltid n\u00e4r n\u00e5got stort \u00e4r klart … man \u00e4r b\u00e5de lycklig och tom inombords. Vi hoppas att utst\u00e4llningen ska sprida gl\u00e4dje och kunskap bland bes\u00f6karna. De h\u00e4r affischerna och dessa konstn\u00e4rer ska \u00e4ntligen f\u00e5 den uppm\u00e4rksamhet de f\u00f6rtj\u00e4nar!<\/span><\/p>\n

Hur menar du?<\/b><\/span><\/p>\n

Det h\u00e4r \u00e4r ett finl\u00e4ndskt kulturarv. Po\u00e4ngen \u00e4r bara den att det \u00e4r ytterst f\u00e5 som k\u00e4nner till det. S\u00e5 h\u00e4ng med p\u00e5 resan till affischernas underbara v\u00e4rld!<\/span><\/p>\n

Bannerfoto: \u201dHerrskap p\u00e5 resa i fr\u00e4mmande stad\u201d (Helsingfors?). 1908-1910, Bernhard \u00c5str\u00f6m. Svenska litteraturs\u00e4llskapet i Finland, CC-licens.<\/em><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Initiativtagaren till utst\u00e4llningen, Magnus Londen, avsl\u00f6jar h\u00e4r varf\u00f6r reseaffischer fascinerar. Utst\u00e4llningen visas f\u00f6r n\u00e4rvarande p\u00e5 Hang\u00f6 Museum, 6.5.2021-17.4.2022. V\u00e4lkommen! Ber\u00e4tta vad utst\u00e4llningen handlar om? Det handlar om klassiska reseaffischer. Vi vill visa hur Finland i tiderna visade upp sig f\u00f6r omv\u00e4rlden \u2013 hur man lockade resen\u00e4rer till v\u00e5rt nordliga land. Jaha, men vad \u00e4r egentligen […]<\/p>\n","protected":false},"author":7,"featured_media":0,"parent":6079,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-6876","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"\nLockropen fr\u00e5n Paradiset! - Come to Finland<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cometofinland.fi\/sv\/exhibition\/lockropen-fran-paradiset\/\" \/>\n<meta property=\"og:locale\" content=\"sv_SE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lockropen fr\u00e5n Paradiset! - Come to Finland\" \/>\n<meta property=\"og:description\" content=\"Initiativtagaren till utst\u00e4llningen, Magnus Londen, avsl\u00f6jar h\u00e4r varf\u00f6r reseaffischer fascinerar. 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