Swedish Design Movement – Leading the way

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Installation view ‘Swedish Design Movement - Leading the way’ © ADORNO.

About this toolkit

The initiative Swedish Design Movement brings together players in Swedish design, fashion and architecture who are spearheading the transition to sustainability. You can use this toolkit to put Swedish design on the map and raise the profile of sustainable Swedish business during international design events.

Target audience

Buyers
Architects
Design professionals
Journalists within the field of design, architecture, and fashion

Financial support for 2024

Swedish foreign missions can apply for financial support for costs surrounding the toolkit activation.

Financial support and how to apply

How to use Swedish Design Movement

This toolkit can be used to present and promote the virtual exhibition ‘Swedish Design Movement — Leading the way’ at international events within design, fashion, and architecture.

Since the exhibition is virtual, and has no physical space, you need to establish partnerships with event organisers and magazines who can guide visitors to the exhibition. We also suggest that you promote the exhibition through a PR agency and your own channels. Below are instructions on how the exhibition can be presented and promoted.

When using this toolkit, please communicate that the exhibition is designed by digital design store and gallery Adorno and is a co-production between Svensk Form (the Swedish Society of Crafts and Design) and the Swedish Institute.

Virtual exhibition

Digital exhibition with Swedish design.
Visit the exhibition

Virtual exhibition

Instructions on how to embed the exhibition

The exhibition ‘Swedish Design Movement — Leading the way’ presents the work of leading, sustainable Swedish innovators in design, architecture and fashion. The exhibition is virtual and can be visited around the clock from any smartphone or computer with internet access.

Visitors can navigate around a hyper-realistic digital version of Sara kulturhus, one of the world’s tallest timber structures in Skellefteå, Sweden. Inside the building, projects by eighteen Swedish companies are exhibited as 3D models. The companies are working in furniture, product design, fashion, and architecture. In the exhibition you can click on images, videos and text to learn more about the projects and companies.

Just like a YouTube video, you can embed the exhibition on any website with an iframe code. This will enable the visitors to access the exhibition directly from the website where it is embedded.

Press kit

Press release

Logos Swedish design movement, Swedish Institute, Svensk form

Press images and videos for social media

Press images in landscape format for printed media

Video tour of the exhibition

The press kit includes a draft of a press release in English, high resolution images and videos of the exhibition, and social media material.

You can share the press kit with journalists or make your own selection. For example you can translate and share the press material via press releases and newsletters.

Video tour of the exhibition in 4:5 format.

Social media content

Overview of social media posts promoting the exhibition in general

Social media posts promoting the exhibition in general

Overview of the social media posts promoting design

Social media posts promoting the design part of the exhibition

Overview of social media posts promoting fashion

Social media posts promoting the fashion part of the exhibition

Overview of social media posts promoting architecture

Social media posts promoting the architecture part of the exhibition

Video trailer for the exhibition

Video tour of the exhibition

You can use the social media posts to promote the exhibition as a whole or highlight the subjects of design, architecture or fashion, depending on the context. Feel free to also use the material from the press kit to create your own posts.

Don’t forget to use #SwedishDesignMovement and @SwedishDesignMovement in all posts about the exhibition.

Official instagram account

On the official Instagram account of Swedish Design Movement the target groups can learn more about sustainable Swedish design, the exhibition and follow the movement of events around the world. Use this account for inspiration and encourage the target group to follow the account and share its content.

Name of the account on Instagram: @SwedishDesignMovement

Videos

Atacac – on digitizing fashion Sweden

Baux – on sustainable acoustics

Cake – on a clean ride towards the future

Gärsnäs – on a long lasting history

Renewcell – on fashion waste

Wästberg – on emotional electronics

White – on a building you like to hug

Social media versions of all videos

When arranging an event you can screen these videos on the topic of sustainable design. You can also use the shorter versions in 1:1 format on social media.

The videos feature seven of the design companies who are part of the Swedish Design Movement. The companies are located in different parts of Sweden.

The videos on YouTube

The videos with audio descriptions on Youtube

Contact Jenny Bergström Bonmot to get access to download the videos with audio descriptions.

Events

Like any other toolkit, activations of the exhibition can be combined with other digital or physical events. You can, for example, arrange webinars, seminars, sofa talks or other networking or knowledge events, possibly in collaboration with some of the participating companies. Events with participating companies or designers are often easy to arrange, however they can sometimes be costly. Combining the exhibition with analogue manifestations, such as a physical design exhibition can also work very well, but please note that this toolkit does not offer physical add-ons.

The toolkit funding may not be used to cover physical productions or events.

When arranging an event you can screen the videos in this toolkit.

Contact Jenny Bergström Bonmot if you would like to discuss or receive input on program ideas!

Partnerships

As part of a partnership with for example your local design, architecture or fashion week, you may discuss a promotional package, which can include:

  • Listings on websites
  • Articles
  • Coverage in newsletters
  • Social media promotion

Listings on an event’s website

The exhibition can be presented on the website of an international design event. The first option would be to have the exhibition presented on the front page of the event’s website. Another option would be to have it presented on a page as close to front page as possible. The goal is to ensure as much exposure of the exhibition as possible.

In some cases, the exhibition can be embedded onto the website. This will enable the audience to access it directly from the website. In other cases, it will only be possible to present the exhibition with images, videos, and texts alongside a direct link to the exhibition.

When you decide on a listing and the value of this type of promotion, it is important to get information on the number of visitors the website receives per month or per year.

Articles in magazines

Websites of larger magazines often function as the main go-to place to discover the program of design events. Through a partnership with a magazine, an article and event listing can be produced and published on the magazine’s website. The exhibition and press material can also be embedded and presented with the article. It is important that a direct link to the exhibition is included in the article.

When you decide on this promotion, it is important to get information on the number of visitors the website receives per month or per year.

Newsletter

The exhibition can also be presented in a newsletter to the subscribers of the design event or magazine. The greater the newsletter’s focus is on the exhibition, the better. The best option is to have a newsletter dedicated to the exhibition. It is crucial that subscribers are presented with one or more direct links to the virtual exhibition.

When you decide on investing in newsletter promotion, it is important to consider how many subscribers the newsletter has.

Social media promotion

Partnership packages with an event or magazine generally include promotion on their social media channels, including Instagram, Facebook and Twitter. Sometimes third-party social media accounts have more followers than the official account of the event, like Designboom’s “milan.design.week” account. You can reach out to these accounts and ask for promotion pricing.

When you assess the value of promotion on social media, the number of posts and stories offered as well as the engagement rate and number of followers are critical criteria.

Support from ADORNO

The design agency ADORNO is the producer of the exhibition. ADORNO may be hired to assist you in

  • finding media partners
  • negotiating a partnership agreement
  • organising the presentation
  • promotion of the exhibition.

The consultancy fees are to be discussed directly with ADORNO. Toolkit budget can be used for this service.

Contact at ADORNO:

Kristian Snorre Andersen: kristian@adorno.dk +45 3042 862

Get inspired

For the launch of the exhibition at Milan Design Week 2022 (6-12 June) the Swedish institute and our collaborating partners, Svensk Form (Swedish Society of Crafts and Design) and ADORNO, entered paid partnerships with Fuorisalone and Dezeen.

Read the full report about the launch: Traffic Report & Conclusions for Swedish Design Movement’s Virtual Exhibition (PDF)

Fuorisalone

The partnership with Fuorisalone allowed digital participation at Milan Design Week and did not include a promotion package. The price for this was 1.000 euros and allowed the exhibition to be embedded on the website of the event.

Event guide at Fuorisalone.it

Dezeen

The partnership package with Dezeen included a promotional editorial presented on the first page of their webpage and a spot in the newsletter, sent to 180.000 subscribers.

The price for this partnership package was GBP 4.500. It also included a geo-targeted Dezeen Instagram ad, running from the 7-12 June during Milan Design Week. The ad was targeting audiences in Western Europe. The price for this geo-targeted ad was GBP 2.000.

For the geo-targeted Instagram ad, we used the 15 second trailer available in the social media building block.

The promotional editorial at dezeen.com

Background

The purpose of this toolkit is to raise Sweden’s profile as a design nation and showcase innovative, pioneering and sustainability-driven companies and actors from different design sectors and parts of the country. The goal is to attract trade and accelerate the demand for sustainable goods and services from Sweden.

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                            "caption": "Installation view ‘Swedish Design Movement - Leading the way’ © ADORNO.",
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                                    "children": "The initiative Swedish Design Movement brings together players in Swedish design, fashion and architecture who are spearheading the transition to sustainability. You can use this toolkit to put Swedish design on the map and raise the profile of sustainable Swedish business during international design events."
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                                            "children": "Buyers<br>Architects<br>Design professionals<br>Journalists within the field of design, architecture, and fashion"
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                                            "children": "<a href=\"mailto:jenny.bergstrom.bonmot@si.se\">Jenny Bergström Bonmot</a>"
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                                            "children": "Swedish foreign missions can apply for financial support for costs surrounding the toolkit activation."
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                                            "children": "This toolkit can be used to present and promote the virtual exhibition ‘Swedish Design Movement — Leading the way’ at international events within design, fashion, and architecture."
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                                            "children": "Since the exhibition is virtual, and has no physical space, you need to establish partnerships with event organisers and magazines who can guide visitors to the exhibition. We also suggest that you promote the exhibition through a PR agency and your own channels. Below are instructions on how the exhibition can be presented and promoted."
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                                        {
                                            "type": "paragraph",
                                            "anchorId": "",
                                            "children": "When using this toolkit, please communicate that the exhibition is designed by digital design store and gallery Adorno and is a co-production between Svensk Form (the&nbsp;Swedish Society of Crafts&nbsp;and Design) and the Swedish Institute."
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                                    "children": "The exhibition ‘Swedish Design Movement — Leading the way’ presents the work of leading, sustainable Swedish innovators in design, architecture and fashion. The exhibition is virtual and can be visited around the clock from any smartphone or computer with internet access."
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                                    "children": "Visitors can navigate around a hyper-realistic digital version of Sara kulturhus, one of the world’s tallest timber structures in Skellefteå, Sweden. Inside the building, projects by eighteen Swedish companies are exhibited as 3D models. The companies are working in furniture, product design, fashion, and architecture. In the exhibition you can click on images, videos and text to learn more about the projects and companies."
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                                    "children": "Just like a YouTube video, you can embed the exhibition on any website with an iframe code. This will enable the visitors to access the exhibition directly from the website where it is embedded."
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                                    "children": "The press kit includes a draft of a press release in English, high resolution images and videos of the exhibition, and social media material."
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                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Fashion_some-Swedish-design-movement.png",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download fashion content (ZIP 60 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-fashion-social-media.zip"
                                        },
                                        {
                                            "id": 1674,
                                            "downloadTitle": "Swedish design movement – overview architecture",
                                            "title": "Overview of social media posts promoting architecture",
                                            "format": "pdf",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Swedish-design-movement-social-media-overview-thumbnail.png",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download architecture overview (PDF 3 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-Overview_Architecture.pdf"
                                        },
                                        {
                                            "id": 1713,
                                            "downloadTitle": "Swedish Design Movement – SoMe architecture",
                                            "title": "Social media posts promoting the architecture part of the exhibition",
                                            "format": "zip",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Architecture_some-Swedish-design-movement.png",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download architecture content (ZIP 69 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-architecture-social-media.zip"
                                        },
                                        {
                                            "id": 1681,
                                            "downloadTitle": "Swedish design movement – video trailer",
                                            "title": "Video trailer for the exhibition",
                                            "format": "zip",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Swedish-design-movement-video-trailer-thumbnail.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download video trailer (4:5, 9:16, 16:19 format) (ZIP 56 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-video-trailer.zip"
                                        },
                                        {
                                            "id": 1638,
                                            "downloadTitle": "Swedish design movement – video tour",
                                            "title": "Video tour of the exhibition",
                                            "format": "zip",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Swedish-design-movement-thumbnail-video-press-kit.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download video tour versions (4:5 and 9:16 format) (ZIP 394 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-press-kit-videos.zip"
                                        }
                                    ]
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "You can use the social media posts to promote the exhibition as a whole or highlight the subjects of design, architecture or fashion, depending on the context. Feel free to also use the material from the press kit to create your own posts."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "Don’t forget to use #SwedishDesignMovement and @SwedishDesignMovement in all posts about the exhibition."
                                },
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h3": true,
                                    "children": "Official instagram account"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "On the official Instagram account of Swedish Design Movement the target groups can learn more about sustainable Swedish design, the exhibition and follow the movement of events around the world. Use this account for inspiration and encourage the target group to follow the account and share its content."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "Name of the account on Instagram: <a href=\"https://www.instagram.com/swedishdesignmovement/\">@SwedishDesignMovement</a>"
                                }
                            ]
                        },
                        {
                            "type": "section",
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                                        {
                                            "id": 1797,
                                            "downloadTitle": "Swedish Design Movement – video Atacac",
                                            "title": "Atacac – on digitizing fashion  Sweden",
                                            "format": "mp4",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/08/Swedish-design-movement-Atacac-thumbnail_.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download Atacac video (MP4 532 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Atacac_full-version_swedish-design-movement.mp4"
                                        },
                                        {
                                            "id": 1796,
                                            "downloadTitle": "Swedish Design Movement – video Baux",
                                            "title": "Baux – on sustainable acoustics",
                                            "format": "mp4",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/08/Swedish-design-movement-Baux-thumbnail.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download Baux video (MP4 273 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Baux_full-version_swedish-design-movement.mp4"
                                        },
                                        {
                                            "id": 1795,
                                            "downloadTitle": "Swedish Design Movement – video Cake",
                                            "title": "Cake – on a clean ride towards the future",
                                            "format": "mp4",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/08/Swedish-design-movement-Cake-thumbnail.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download Cake video (MP4 304 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Cake_full-version_swedish-design-movement.mp4"
                                        },
                                        {
                                            "id": 1794,
                                            "downloadTitle": "Swedish Design Movement – video Gärsnäs",
                                            "title": "Gärsnäs – on a long lasting history",
                                            "format": "mp4",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/08/Swedish-design-movement-Garsnas-thumbnail.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download Gärsnäs video (MP4 280 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Garsnas_full-version_swedish-design-movement.mp4"
                                        },
                                        {
                                            "id": 1793,
                                            "downloadTitle": "Swedish Design Movement – video Renewcell",
                                            "title": "Renewcell – on fashion waste",
                                            "format": "mp4",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/08/Swedish-design-movement-Renewcell-thumbnail.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download Renewcell video (MP4 291 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Renewcell_full-version_swedish-design-movement.mp4"
                                        },
                                        {
                                            "id": 1791,
                                            "downloadTitle": "Swedish Design Movement – video Wästberg",
                                            "title": "Wästberg – on emotional electronics",
                                            "format": "mp4",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/08/Swedish-design-movement-Wastberg-thumbnail.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download Wästberg video (MP4 300 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Wastberg_full-version_swedish-design-movement.mp4"
                                        },
                                        {
                                            "id": 1790,
                                            "downloadTitle": "Swedish Design Movement – video White arkitekter",
                                            "title": "White – on a building you like to hug",
                                            "format": "mp4",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/08/Swedish-design-movement-White-thumbnail.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download White video (MP4 270 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/White-arkitekter_full-version_swedish-design-movement.mp4"
                                        },
                                        {
                                            "id": 1789,
                                            "downloadTitle": "Swedish Design Movement – SoMe videos",
                                            "title": "Social media versions of all videos",
                                            "format": "zip",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Video-some-thumbnail-swedish-design-movement.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download videos for social media (1:1 format) (ZIP 427 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/videos_some_1.1_swedish-design-movement.zip"
                                        }
                                    ]
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "When arranging an event you can screen these videos on the topic of sustainable design. You can also use the shorter versions in 1:1 format on social media."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The videos feature seven of the design companies who are part of the Swedish Design Movement. The companies are located in different parts of Sweden."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "<a href=\"https://www.youtube.com/playlist?list=PLIbfL4hlcjreN8lDEKDHlpImleEeuOatC\">The videos on YouTube</a>"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "<a href=\"https://www.youtube.com/playlist?list=PLIbfL4hlcjrc6nAPil2qFegwC8m5e52Kb\">The videos with audio descriptions on Youtube</a>"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "Contact <a href=\"mailto:jenny.bergstrom.bonmot@si.se\">Jenny Bergström Bonmot</a>&nbsp;to get access to download the videos with audio descriptions."
                                }
                            ]
                        },
                        {
                            "type": "section",
                            "anchorId": "events",
                            "children": [
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h2": true,
                                    "children": "Events"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "Like any other toolkit, activations of the exhibition can be combined with other digital or physical events. You can, for example, arrange webinars, seminars, sofa talks or other networking or knowledge events, possibly in collaboration with some of the participating companies. Events with participating companies or designers are often easy to arrange, however they can sometimes be costly. Combining the exhibition with analogue manifestations, such as a physical design exhibition can also work very well, but please note that this toolkit does not offer physical add-ons."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The toolkit funding may not be used to cover physical productions or events."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "When arranging an&nbsp;event&nbsp;you can&nbsp;screen the videos in this toolkit."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "Contact&nbsp;<a href=\"mailto:jenny.bergstrom.bonmot@si.se\">Jenny Bergström Bonmot</a> if you would like to discuss or receive input on program ideas!"
                                }
                            ]
                        },
                        {
                            "type": "section",
                            "anchorId": "partnerships",
                            "children": [
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h2": true,
                                    "children": "Partnerships"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "As part of a partnership with for example your local design, architecture or fashion week, you may discuss a promotional package, which can include:"
                                },
                                {
                                    "type": "list",
                                    "anchorId": "",
                                    "html": "<ul><li>Listings on websites</li><li>Articles</li><li>Coverage in newsletters</li><li>Social media promotion</li></ul>"
                                },
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h3": true,
                                    "children": "Listings on an event’s website"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The exhibition can be presented on the website of an international design event. The first option would be to have the exhibition presented on the front page of the event’s website. Another option would be to have it presented on a page as close to front page as possible. The goal is to ensure as much exposure of the exhibition as possible."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "In some cases, the exhibition can be embedded onto the website. This will enable the audience to access it directly from the website. In other cases, it will only be possible to present the exhibition with images, videos, and texts alongside a direct link to the exhibition."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "When you decide on a listing and the value of this type of promotion, it is important to get information on the number of visitors the website receives per month or per year."
                                },
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h3": true,
                                    "children": "Articles in magazines"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "Websites of larger magazines often function as the main go-to place to discover the program of design events. Through a partnership with a magazine, an article and event listing can be produced and published on the magazine’s website. The exhibition and press material can also be embedded and presented with the article. It is important that a direct link to the exhibition is included in the article."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "When you decide on this promotion, it is important to get information on the number of visitors the website receives per month or per year."
                                },
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h3": true,
                                    "children": "Newsletter"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The exhibition can also be presented in a newsletter to the subscribers of the design event or magazine. The greater the newsletter’s focus is on the exhibition, the better. The best option is to have a newsletter dedicated to the exhibition. It is crucial that subscribers are presented with one or more direct links to the virtual exhibition."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "When you decide on investing in newsletter promotion, it is important to consider how many subscribers the newsletter has."
                                },
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h3": true,
                                    "children": "Social media promotion"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "Partnership packages with an event or magazine generally include promotion on their social media channels, including Instagram, Facebook and Twitter. Sometimes third-party social media accounts have more followers than the official account of the event, like Designboom’s “milan.design.week” account. You can reach out to these accounts and ask for promotion pricing."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "When you assess the value of promotion on social media, the number of posts and stories offered as well as the engagement rate and number of followers are critical criteria."
                                }
                            ]
                        },
                        {
                            "type": "section",
                            "anchorId": "support",
                            "children": [
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h2": true,
                                    "children": "Support from ADORNO"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The design agency ADORNO is the producer of the exhibition. ADORNO may be hired to assist you in"
                                },
                                {
                                    "type": "list",
                                    "anchorId": "",
                                    "html": "<ul><li>finding media partners</li><li>negotiating a partnership agreement</li><li>organising the presentation</li><li>promotion of the exhibition. </li></ul>"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The consultancy fees are to be discussed directly with ADORNO. Toolkit budget can be used for this service."
                                },
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h3": true,
                                    "children": "Contact at ADORNO:"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "Kristian Snorre Andersen: kristian@adorno.dk +45 3042 862"
                                }
                            ]
                        },
                        {
                            "type": "section",
                            "anchorId": "get-inspired",
                            "children": [
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h2": true,
                                    "children": "Get inspired"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "For the launch of the exhibition at Milan Design Week 2022 (6-12 June) the Swedish institute and our collaborating partners, Svensk Form (Swedish Society of Crafts and Design) and ADORNO, entered paid partnerships with <a href=\"http://www.fuorisalone.it/\">Fuorisalone</a> and <a href=\"http://www.dezeen.com/\">Dezeen</a>."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "Read the full report about the launch: <a href=\"https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Swedish-design-movement-launch-milan-traffic-report-recommendations.pdf\">Traffic Report &amp; Conclusions for Swedish Design Movement’s Virtual Exhibition (PDF)</a>"
                                },
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h3": true,
                                    "children": "Fuorisalone"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The partnership with Fuorisalone allowed digital participation at Milan Design Week and did not include a promotion package. The price for this was 1.000 euros and allowed the exhibition to be embedded on the website of the event."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "<a href=\"https://www.fuorisalone.it/en/2022/events/2380/Swedish-Design-Movement-Leading-the-way\">Event guide at Fuorisalone.it</a>"
                                },
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h3": true,
                                    "children": "Dezeen"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The partnership package with Dezeen included a promotional editorial presented on the first page of their webpage and a spot in the newsletter, sent to 180.000 subscribers."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The price for this partnership package was GBP 4.500. It also included a geo-targeted Dezeen Instagram ad, running from the 7-12 June during Milan Design Week. The ad was targeting audiences in Western Europe. The price for this geo-targeted ad was GBP 2.000."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "For the geo-targeted Instagram ad, we used the 15 second trailer available in the social media building block."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "<a href=\"https://www.dezeen.com/2022/06/06/swedish-design-movement-virtual-exhibition-milan-design-week/\">The promotional editorial at dezeen.com</a>"
                                }
                            ]
                        },
                        {
                            "type": "section",
                            "anchorId": "background",
                            "children": [
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h2": true,
                                    "children": "Background"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The purpose of this toolkit is to raise Sweden’s profile as a design nation and showcase innovative, pioneering and sustainability-driven companies and actors from different design sectors and parts of the country. The goal is to attract trade and accelerate the demand for sustainable goods and services from Sweden."
                                }
                            ]
                        }
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                            "anchorId": "",
                            "caption": "Installation view ‘Swedish Design Movement - Leading the way’ © ADORNO.",
                            "title": "swedish-design-movement-header-1600×900-1",
                            "alt": "",
                            "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/swedish-design-movement-header-1600x900-1.jpg",
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                        },
                        {
                            "type": "heading",
                            "anchorId": "",
                            "h2": true,
                            "children": "About this toolkit"
                        },
                        {
                            "type": "preamble",
                            "anchorId": "",
                            "children": [
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The initiative Swedish Design Movement brings together players in Swedish design, fashion and architecture who are spearheading the transition to sustainability. You can use this toolkit to put Swedish design on the map and raise the profile of sustainable Swedish business during international design events."
                                }
                            ]
                        },
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                                            "anchorId": "",
                                            "h3": true,
                                            "children": "Target audience"
                                        },
                                        {
                                            "type": "paragraph",
                                            "anchorId": "",
                                            "children": "Buyers<br>Architects<br>Design professionals<br>Journalists within the field of design, architecture, and fashion"
                                        }
                                    ]
                                },
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                                    "anchorId": "",
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                                            "h3": true,
                                            "children": "Contact person"
                                        },
                                        {
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                                            "anchorId": "",
                                            "children": "<a href=\"mailto:jenny.bergstrom.bonmot@si.se\">Jenny Bergström Bonmot</a>"
                                        }
                                    ]
                                },
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                                    "anchorId": "",
                                    "iconType": "financial-support",
                                    "children": [
                                        {
                                            "type": "heading",
                                            "anchorId": "",
                                            "h3": true,
                                            "children": "Financial support for 2024"
                                        },
                                        {
                                            "type": "paragraph",
                                            "anchorId": "",
                                            "children": "Swedish foreign missions can apply for financial support for costs surrounding the toolkit activation."
                                        },
                                        {
                                            "type": "paragraph",
                                            "anchorId": "",
                                            "children": "<a href=\"https://sharingsweden-backend.c2673.cloudnet.cloud/promotional-material/financial-support-and-how-to-apply\">Financial support and how to apply</a>"
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                            "title": "Content included",
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                                {
                                    "title": "Social media content",
                                    "href": "#social-media-content"
                                },
                                {
                                    "title": "Videos",
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                                },
                                {
                                    "title": "Events",
                                    "href": "#events"
                                },
                                {
                                    "title": "Partnerships",
                                    "href": "#partnerships"
                                },
                                {
                                    "title": "Support",
                                    "href": "#support"
                                },
                                {
                                    "title": "Get inspired",
                                    "href": "#get-inspired"
                                },
                                {
                                    "title": "Background",
                                    "href": "#background"
                                }
                            ]
                        },
                        {
                            "type": "section",
                            "anchorId": null,
                            "children": [
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h2": true,
                                    "children": "How to use <strong>Swedish Design Movement</strong>"
                                },
                                {
                                    "type": "preamble",
                                    "anchorId": "",
                                    "children": [
                                        {
                                            "type": "paragraph",
                                            "anchorId": "",
                                            "children": "This toolkit can be used to present and promote the virtual exhibition ‘Swedish Design Movement — Leading the way’ at international events within design, fashion, and architecture."
                                        },
                                        {
                                            "type": "paragraph",
                                            "anchorId": "",
                                            "children": "Since the exhibition is virtual, and has no physical space, you need to establish partnerships with event organisers and magazines who can guide visitors to the exhibition. We also suggest that you promote the exhibition through a PR agency and your own channels. Below are instructions on how the exhibition can be presented and promoted."
                                        },
                                        {
                                            "type": "paragraph",
                                            "anchorId": "",
                                            "children": "When using this toolkit, please communicate that the exhibition is designed by digital design store and gallery Adorno and is a co-production between Svensk Form (the&nbsp;Swedish Society of Crafts&nbsp;and Design) and the Swedish Institute."
                                        }
                                    ]
                                }
                            ]
                        },
                        {
                            "type": "section",
                            "anchorId": "exhibition",
                            "children": [
                                {
                                    "type": "materials-block",
                                    "heading": "Virtual exhibition",
                                    "firstMaterialFullwidth": false,
                                    "materialList": [
                                        {
                                            "id": 1623,
                                            "downloadTitle": "Swedish design movement – virtual exhibition",
                                            "title": "Virtual exhibition",
                                            "format": "",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/swedish-design-movement-header-1600x900-1.jpg",
                                                "alt": "Digital exhibition with Swedish design."
                                            },
                                            "download": false,
                                            "buttonText": "Visit the exhibition",
                                            "hidePopup": null,
                                            "mediaLink": "https://swedishdesignmovement.com/"
                                        },
                                        {
                                            "id": 1625,
                                            "downloadTitle": "Swedish design movement – how to embed",
                                            "title": "Instructions on how to embed the exhibition",
                                            "format": "pdf",
                                            "image": null,
                                            "download": true,
                                            "buttonText": "Download instructions (PDF 112 KB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/How-to-embed-virtual-exhibition.pdf"
                                        }
                                    ]
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The exhibition ‘Swedish Design Movement — Leading the way’ presents the work of leading, sustainable Swedish innovators in design, architecture and fashion. The exhibition is virtual and can be visited around the clock from any smartphone or computer with internet access."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "Visitors can navigate around a hyper-realistic digital version of Sara kulturhus, one of the world’s tallest timber structures in Skellefteå, Sweden. Inside the building, projects by eighteen Swedish companies are exhibited as 3D models. The companies are working in furniture, product design, fashion, and architecture. In the exhibition you can click on images, videos and text to learn more about the projects and companies."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "Just like a YouTube video, you can embed the exhibition on any website with an iframe code. This will enable the visitors to access the exhibition directly from the website where it is embedded."
                                }
                            ]
                        },
                        {
                            "type": "section",
                            "anchorId": "press-kit",
                            "children": [
                                {
                                    "type": "materials-block",
                                    "heading": "Press kit",
                                    "firstMaterialFullwidth": false,
                                    "materialList": [
                                        {
                                            "id": 1627,
                                            "downloadTitle": "Swedish design movement – press release",
                                            "title": "Press release",
                                            "format": "docx",
                                            "image": null,
                                            "download": true,
                                            "buttonText": "Download press release (DOCX 28 KB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-Press-release-ENG.docx"
                                        },
                                        {
                                            "id": 1639,
                                            "downloadTitle": "Swedish design movement – press logos",
                                            "title": "Logos Swedish design movement, Swedish Institute, Svensk form",
                                            "format": "zip",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/sdm_logo.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download logos for press release (ZIP 1 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-press-kit-logos.zip"
                                        },
                                        {
                                            "id": 1641,
                                            "downloadTitle": "Swedish design movement – SoMe press images and video",
                                            "title": "Press images and videos for social media",
                                            "format": "zip",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/9.16_Wide_Visual_01_Swedish_Design_Movement_©Adorno.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download social media press images and video (ZIP 558 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-press-kit-social-media.zip"
                                        },
                                        {
                                            "id": 1642,
                                            "downloadTitle": "Swedish design movement – press images landscape",
                                            "title": "Press images in landscape format for printed media",
                                            "format": "zip",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Wide_Visual_03_Swedish_Design_Movement_C_Adorno-scaled.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download press images for print (ZIP 59 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-press-kit-landscape.zip"
                                        },
                                        {
                                            "id": 1638,
                                            "downloadTitle": "Swedish design movement – video tour",
                                            "title": "Video tour of the exhibition",
                                            "format": "zip",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Swedish-design-movement-thumbnail-video-press-kit.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download video tour versions (4:5 and 9:16 format) (ZIP 394 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-press-kit-videos.zip"
                                        }
                                    ]
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The press kit includes a draft of a press release in English, high resolution images and videos of the exhibition, and social media material."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "You can share the press kit with journalists or make your own selection. For example you can translate and share the press material via press releases and newsletters."
                                },
                                {
                                    "type": "video-block",
                                    "data": {
                                        "embed": "<div style=\"background:none repeat scroll 0 0 #ccc;margin:0 auto;width:100%;\"><div style=\"position:relative;\"><img style=\"display:block;height:auto;width:100%\" alt=\"\"  src=\"//im11.inviewer.se/skiss/30/30CBHNIVFV.jpg\" /><iframe title=\"4\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;border:0;\" src=\"//play.mediaflowpro.com/ovp/11/30CBHNIVFV\" allowfullscreen></iframe></div></div>",
                                        "_embed": "field_6492a7c09721b",
                                        "caption": "Video tour of the exhibition in 4:5 format.",
                                        "_caption": "field_6492a7e39721c",
                                        "image": "",
                                        "_image": "field_6492a7f09721d"
                                    },
                                    "caption": "Video tour of the exhibition in 4:5 format.",
                                    "embedDataProps": {
                                        "sourceDomain": "media-flow",
                                        "html": "<div style=\"background:none repeat scroll 0 0 #ccc;margin:0 auto;width:100%;\"><div style=\"position:relative;\"><img style=\"display:block;height:auto;width:100%\" alt=\"\"  src=\"//im11.inviewer.se/skiss/30/30CBHNIVFV.jpg\" /><iframe title=\"4\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;border:0;\" src=\"//play.mediaflowpro.com/ovp/11/30CBHNIVFV\" allowfullscreen></iframe></div></div>"
                                    },
                                    "imageBlockProps": {}
                                }
                            ]
                        },
                        {
                            "type": "section",
                            "anchorId": "social-media-content",
                            "children": [
                                {
                                    "type": "materials-block",
                                    "heading": "Social media content",
                                    "firstMaterialFullwidth": false,
                                    "materialList": [
                                        {
                                            "id": 1670,
                                            "downloadTitle": "Swedish design movement – overview general",
                                            "title": "Overview of social media posts promoting the exhibition in general",
                                            "format": "pdf",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Swedish-design-movement-social-media-overview-thumbnail.png",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download general overview  (PDF 8 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-Overview_general.pdf"
                                        },
                                        {
                                            "id": 1710,
                                            "downloadTitle": "Swedish Design Movement – SoMe General",
                                            "title": "Social media posts promoting the exhibition in general",
                                            "format": "zip",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/General_some-Swedish-design-movement.png",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download general social media content (ZIP 204 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-Movement-general-exhibition-social-media.zip"
                                        },
                                        {
                                            "id": 1675,
                                            "downloadTitle": "Swedish design movement – overview design",
                                            "title": "Overview of the social media posts promoting design",
                                            "format": "pdf",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Swedish-design-movement-social-media-overview-thumbnail.png",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download design overview (PDF 8 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-Overview_Design.pdf"
                                        },
                                        {
                                            "id": 1716,
                                            "downloadTitle": "Swedish Design Movement – SoMe design",
                                            "title": "Social media posts promoting the design part of the exhibition",
                                            "format": "zip",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Design_some-Swedish-design-movement.png",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download design content (ZIP 128 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-design-social-media.zip"
                                        },
                                        {
                                            "id": 1671,
                                            "downloadTitle": "Swedish design movement – overview fashion",
                                            "title": "Overview of social media posts promoting fashion",
                                            "format": "pdf",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Swedish-design-movement-social-media-overview-thumbnail.png",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download fashion overview  (PDF 3 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-Overview_Fashion.pdf"
                                        },
                                        {
                                            "id": 1712,
                                            "downloadTitle": "Swedish Design Movement – SoMe fashion",
                                            "title": "Social media posts promoting the fashion part of the exhibition",
                                            "format": "zip",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Fashion_some-Swedish-design-movement.png",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download fashion content (ZIP 60 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-fashion-social-media.zip"
                                        },
                                        {
                                            "id": 1674,
                                            "downloadTitle": "Swedish design movement – overview architecture",
                                            "title": "Overview of social media posts promoting architecture",
                                            "format": "pdf",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Swedish-design-movement-social-media-overview-thumbnail.png",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download architecture overview (PDF 3 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-Overview_Architecture.pdf"
                                        },
                                        {
                                            "id": 1713,
                                            "downloadTitle": "Swedish Design Movement – SoMe architecture",
                                            "title": "Social media posts promoting the architecture part of the exhibition",
                                            "format": "zip",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Architecture_some-Swedish-design-movement.png",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download architecture content (ZIP 69 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-architecture-social-media.zip"
                                        },
                                        {
                                            "id": 1681,
                                            "downloadTitle": "Swedish design movement – video trailer",
                                            "title": "Video trailer for the exhibition",
                                            "format": "zip",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Swedish-design-movement-video-trailer-thumbnail.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download video trailer (4:5, 9:16, 16:19 format) (ZIP 56 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-video-trailer.zip"
                                        },
                                        {
                                            "id": 1638,
                                            "downloadTitle": "Swedish design movement – video tour",
                                            "title": "Video tour of the exhibition",
                                            "format": "zip",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Swedish-design-movement-thumbnail-video-press-kit.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download video tour versions (4:5 and 9:16 format) (ZIP 394 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-press-kit-videos.zip"
                                        }
                                    ]
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "You can use the social media posts to promote the exhibition as a whole or highlight the subjects of design, architecture or fashion, depending on the context. Feel free to also use the material from the press kit to create your own posts."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "Don’t forget to use #SwedishDesignMovement and @SwedishDesignMovement in all posts about the exhibition."
                                },
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h3": true,
                                    "children": "Official instagram account"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "On the official Instagram account of Swedish Design Movement the target groups can learn more about sustainable Swedish design, the exhibition and follow the movement of events around the world. Use this account for inspiration and encourage the target group to follow the account and share its content."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "Name of the account on Instagram: <a href=\"https://www.instagram.com/swedishdesignmovement/\">@SwedishDesignMovement</a>"
                                }
                            ]
                        },
                        {
                            "type": "section",
                            "anchorId": "videos",
                            "children": [
                                {
                                    "type": "materials-block",
                                    "heading": "Videos",
                                    "firstMaterialFullwidth": false,
                                    "materialList": [
                                        {
                                            "id": 1797,
                                            "downloadTitle": "Swedish Design Movement – video Atacac",
                                            "title": "Atacac – on digitizing fashion  Sweden",
                                            "format": "mp4",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/08/Swedish-design-movement-Atacac-thumbnail_.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download Atacac video (MP4 532 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Atacac_full-version_swedish-design-movement.mp4"
                                        },
                                        {
                                            "id": 1796,
                                            "downloadTitle": "Swedish Design Movement – video Baux",
                                            "title": "Baux – on sustainable acoustics",
                                            "format": "mp4",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/08/Swedish-design-movement-Baux-thumbnail.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download Baux video (MP4 273 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Baux_full-version_swedish-design-movement.mp4"
                                        },
                                        {
                                            "id": 1795,
                                            "downloadTitle": "Swedish Design Movement – video Cake",
                                            "title": "Cake – on a clean ride towards the future",
                                            "format": "mp4",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/08/Swedish-design-movement-Cake-thumbnail.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download Cake video (MP4 304 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Cake_full-version_swedish-design-movement.mp4"
                                        },
                                        {
                                            "id": 1794,
                                            "downloadTitle": "Swedish Design Movement – video Gärsnäs",
                                            "title": "Gärsnäs – on a long lasting history",
                                            "format": "mp4",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/08/Swedish-design-movement-Garsnas-thumbnail.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download Gärsnäs video (MP4 280 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Garsnas_full-version_swedish-design-movement.mp4"
                                        },
                                        {
                                            "id": 1793,
                                            "downloadTitle": "Swedish Design Movement – video Renewcell",
                                            "title": "Renewcell – on fashion waste",
                                            "format": "mp4",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/08/Swedish-design-movement-Renewcell-thumbnail.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download Renewcell video (MP4 291 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Renewcell_full-version_swedish-design-movement.mp4"
                                        },
                                        {
                                            "id": 1791,
                                            "downloadTitle": "Swedish Design Movement – video Wästberg",
                                            "title": "Wästberg – on emotional electronics",
                                            "format": "mp4",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/08/Swedish-design-movement-Wastberg-thumbnail.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download Wästberg video (MP4 300 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/Wastberg_full-version_swedish-design-movement.mp4"
                                        },
                                        {
                                            "id": 1790,
                                            "downloadTitle": "Swedish Design Movement – video White arkitekter",
                                            "title": "White – on a building you like to hug",
                                            "format": "mp4",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/08/Swedish-design-movement-White-thumbnail.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download White video (MP4 270 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/White-arkitekter_full-version_swedish-design-movement.mp4"
                                        },
                                        {
                                            "id": 1789,
                                            "downloadTitle": "Swedish Design Movement – SoMe videos",
                                            "title": "Social media versions of all videos",
                                            "format": "zip",
                                            "image": {
                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Video-some-thumbnail-swedish-design-movement.jpg",
                                                "alt": ""
                                            },
                                            "download": true,
                                            "buttonText": "Download videos for social media (1:1 format) (ZIP 427 MB)",
                                            "hidePopup": null,
                                            "mediaLink": "/app/uploads/2023/07/videos_some_1.1_swedish-design-movement.zip"
                                        }
                                    ]
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "When arranging an event you can screen these videos on the topic of sustainable design. You can also use the shorter versions in 1:1 format on social media."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The videos feature seven of the design companies who are part of the Swedish Design Movement. The companies are located in different parts of Sweden."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "<a href=\"https://www.youtube.com/playlist?list=PLIbfL4hlcjreN8lDEKDHlpImleEeuOatC\">The videos on YouTube</a>"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "<a href=\"https://www.youtube.com/playlist?list=PLIbfL4hlcjrc6nAPil2qFegwC8m5e52Kb\">The videos with audio descriptions on Youtube</a>"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "Contact <a href=\"mailto:jenny.bergstrom.bonmot@si.se\">Jenny Bergström Bonmot</a>&nbsp;to get access to download the videos with audio descriptions."
                                }
                            ]
                        },
                        {
                            "type": "section",
                            "anchorId": "events",
                            "children": [
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h2": true,
                                    "children": "Events"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "Like any other toolkit, activations of the exhibition can be combined with other digital or physical events. You can, for example, arrange webinars, seminars, sofa talks or other networking or knowledge events, possibly in collaboration with some of the participating companies. Events with participating companies or designers are often easy to arrange, however they can sometimes be costly. Combining the exhibition with analogue manifestations, such as a physical design exhibition can also work very well, but please note that this toolkit does not offer physical add-ons."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The toolkit funding may not be used to cover physical productions or events."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "When arranging an&nbsp;event&nbsp;you can&nbsp;screen the videos in this toolkit."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "Contact&nbsp;<a href=\"mailto:jenny.bergstrom.bonmot@si.se\">Jenny Bergström Bonmot</a> if you would like to discuss or receive input on program ideas!"
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                                    "children": "Partnerships"
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                                    "anchorId": "",
                                    "children": "As part of a partnership with for example your local design, architecture or fashion week, you may discuss a promotional package, which can include:"
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                                    "html": "<ul><li>Listings on websites</li><li>Articles</li><li>Coverage in newsletters</li><li>Social media promotion</li></ul>"
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                                    "anchorId": "",
                                    "h3": true,
                                    "children": "Listings on an event’s website"
                                },
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                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The exhibition can be presented on the website of an international design event. The first option would be to have the exhibition presented on the front page of the event’s website. Another option would be to have it presented on a page as close to front page as possible. The goal is to ensure as much exposure of the exhibition as possible."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "In some cases, the exhibition can be embedded onto the website. This will enable the audience to access it directly from the website. In other cases, it will only be possible to present the exhibition with images, videos, and texts alongside a direct link to the exhibition."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "When you decide on a listing and the value of this type of promotion, it is important to get information on the number of visitors the website receives per month or per year."
                                },
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h3": true,
                                    "children": "Articles in magazines"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "Websites of larger magazines often function as the main go-to place to discover the program of design events. Through a partnership with a magazine, an article and event listing can be produced and published on the magazine’s website. The exhibition and press material can also be embedded and presented with the article. It is important that a direct link to the exhibition is included in the article."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "When you decide on this promotion, it is important to get information on the number of visitors the website receives per month or per year."
                                },
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h3": true,
                                    "children": "Newsletter"
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                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The exhibition can also be presented in a newsletter to the subscribers of the design event or magazine. The greater the newsletter’s focus is on the exhibition, the better. The best option is to have a newsletter dedicated to the exhibition. It is crucial that subscribers are presented with one or more direct links to the virtual exhibition."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "When you decide on investing in newsletter promotion, it is important to consider how many subscribers the newsletter has."
                                },
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h3": true,
                                    "children": "Social media promotion"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "Partnership packages with an event or magazine generally include promotion on their social media channels, including Instagram, Facebook and Twitter. Sometimes third-party social media accounts have more followers than the official account of the event, like Designboom’s “milan.design.week” account. You can reach out to these accounts and ask for promotion pricing."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "When you assess the value of promotion on social media, the number of posts and stories offered as well as the engagement rate and number of followers are critical criteria."
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                            "type": "section",
                            "anchorId": "support",
                            "children": [
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h2": true,
                                    "children": "Support from ADORNO"
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                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The design agency ADORNO is the producer of the exhibition. ADORNO may be hired to assist you in"
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                                {
                                    "type": "list",
                                    "anchorId": "",
                                    "html": "<ul><li>finding media partners</li><li>negotiating a partnership agreement</li><li>organising the presentation</li><li>promotion of the exhibition. </li></ul>"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The consultancy fees are to be discussed directly with ADORNO. Toolkit budget can be used for this service."
                                },
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h3": true,
                                    "children": "Contact at ADORNO:"
                                },
                                {
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                                    "anchorId": "",
                                    "children": "Kristian Snorre Andersen: kristian@adorno.dk +45 3042 862"
                                }
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                            "type": "section",
                            "anchorId": "get-inspired",
                            "children": [
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                                    "type": "heading",
                                    "anchorId": "",
                                    "h2": true,
                                    "children": "Get inspired"
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                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "For the launch of the exhibition at Milan Design Week 2022 (6-12 June) the Swedish institute and our collaborating partners, Svensk Form (Swedish Society of Crafts and Design) and ADORNO, entered paid partnerships with <a href=\"http://www.fuorisalone.it/\">Fuorisalone</a> and <a href=\"http://www.dezeen.com/\">Dezeen</a>."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "Read the full report about the launch: <a href=\"https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Swedish-design-movement-launch-milan-traffic-report-recommendations.pdf\">Traffic Report &amp; Conclusions for Swedish Design Movement’s Virtual Exhibition (PDF)</a>"
                                },
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h3": true,
                                    "children": "Fuorisalone"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The partnership with Fuorisalone allowed digital participation at Milan Design Week and did not include a promotion package. The price for this was 1.000 euros and allowed the exhibition to be embedded on the website of the event."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "<a href=\"https://www.fuorisalone.it/en/2022/events/2380/Swedish-Design-Movement-Leading-the-way\">Event guide at Fuorisalone.it</a>"
                                },
                                {
                                    "type": "heading",
                                    "anchorId": "",
                                    "h3": true,
                                    "children": "Dezeen"
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The partnership package with Dezeen included a promotional editorial presented on the first page of their webpage and a spot in the newsletter, sent to 180.000 subscribers."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "The price for this partnership package was GBP 4.500. It also included a geo-targeted Dezeen Instagram ad, running from the 7-12 June during Milan Design Week. The ad was targeting audiences in Western Europe. The price for this geo-targeted ad was GBP 2.000."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "For the geo-targeted Instagram ad, we used the 15 second trailer available in the social media building block."
                                },
                                {
                                    "type": "paragraph",
                                    "anchorId": "",
                                    "children": "<a href=\"https://www.dezeen.com/2022/06/06/swedish-design-movement-virtual-exhibition-milan-design-week/\">The promotional editorial at dezeen.com</a>"
                                }
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                                    "h2": true,
                                    "children": "Background"
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                                    "anchorId": "",
                                    "children": "The purpose of this toolkit is to raise Sweden’s profile as a design nation and showcase innovative, pioneering and sustainability-driven companies and actors from different design sectors and parts of the country. The goal is to attract trade and accelerate the demand for sustainable goods and services from Sweden."
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                                                        "content": "The initiative Swedish Design Movement brings together players in Swedish design, fashion and architecture who are spearheading the transition to sustainability. You can use this toolkit to put Swedish design on the map and raise the profile of sustainable Swedish business during international design events.",
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                                                                "content": "<a href=\"mailto:jenny.bergstrom.bonmot@si.se\">Jenny Bergström Bonmot</a>",
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                                                                "content": "Swedish foreign missions can apply for financial support for costs surrounding the toolkit activation.",
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                                                                "content": "This toolkit can be used to present and promote the virtual exhibition ‘Swedish Design Movement — Leading the way’ at international events within design, fashion, and architecture.",
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                                                                "content": "Since the exhibition is virtual, and has no physical space, you need to establish partnerships with event organisers and magazines who can guide visitors to the exhibition. We also suggest that you promote the exhibition through a PR agency and your own channels. Below are instructions on how the exhibition can be presented and promoted.",
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                                                                "content": "When using this toolkit, please communicate that the exhibition is designed by digital design store and gallery Adorno and is a co-production between Svensk Form (the&nbsp;Swedish Society of Crafts&nbsp;and Design) and the Swedish Institute.",
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                                                            "buttonText": "Visit the exhibition",
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                                                },
                                                {
                                                    "name": "core/paragraph",
                                                    "attributes": {
                                                        "anchor": "",
                                                        "content": "The exhibition ‘Swedish Design Movement — Leading the way’ presents the work of leading, sustainable Swedish innovators in design, architecture and fashion. The exhibition is virtual and can be visited around the clock from any smartphone or computer with internet access.",
                                                        "__typename": "CoreParagraphBlockAttributes"
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                                                    "__typename": "CoreParagraphBlock"
                                                },
                                                {
                                                    "name": "core/paragraph",
                                                    "attributes": {
                                                        "anchor": "",
                                                        "content": "Visitors can navigate around a hyper-realistic digital version of Sara kulturhus, one of the world’s tallest timber structures in Skellefteå, Sweden. Inside the building, projects by eighteen Swedish companies are exhibited as 3D models. The companies are working in furniture, product design, fashion, and architecture. In the exhibition you can click on images, videos and text to learn more about the projects and companies.",
                                                        "__typename": "CoreParagraphBlockAttributes"
                                                    },
                                                    "__typename": "CoreParagraphBlock"
                                                },
                                                {
                                                    "name": "core/paragraph",
                                                    "attributes": {
                                                        "anchor": "",
                                                        "content": "Just like a YouTube video, you can embed the exhibition on any website with an iframe code. This will enable the visitors to access the exhibition directly from the website where it is embedded.",
                                                        "__typename": "CoreParagraphBlockAttributes"
                                                    },
                                                    "__typename": "CoreParagraphBlock"
                                                }
                                            ],
                                            "attributes": {
                                                "showInAnchorLinkMenu": true,
                                                "anchorLinkMenuTitle": "Exhibition",
                                                "__typename": "SharingSwedenTswSectionBlockAttributes"
                                            }
                                        },
                                        {
                                            "name": "sharing-sweden-tsw/section",
                                            "__typename": "SharingSwedenTswSectionBlock",
                                            "innerBlocks": [
                                                {
                                                    "name": "acf/materials-block",
                                                    "attributes": {
                                                        "data": "{\"heading\":\"Press kit\",\"_heading\":\"field_64635682c10c0\",\"selectedMaterials\":[\"1627\",\"1639\",\"1641\",\"1642\",\"1638\"],\"_selectedMaterials\":\"field_646352d0e5afe\",\"firstMaterialFullwidth\":\"0\",\"_firstMaterialFullwidth\":\"field_646354954999a\"}",
                                                        "__typename": "AcfMaterialsBlockAttributes"
                                                    },
                                                    "__typename": "AcfMaterialsBlock",
                                                    "heading": "Press kit",
                                                    "firstMaterialFullwidth": false,
                                                    "materialList": [
                                                        {
                                                            "id": 1627,
                                                            "downloadTitle": "Swedish design movement – press release",
                                                            "title": "Press release",
                                                            "format": "docx",
                                                            "image": null,
                                                            "download": true,
                                                            "buttonText": "Download press release (DOCX 28 KB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-Press-release-ENG.docx"
                                                        },
                                                        {
                                                            "id": 1639,
                                                            "downloadTitle": "Swedish design movement – press logos",
                                                            "title": "Logos Swedish design movement, Swedish Institute, Svensk form",
                                                            "format": "zip",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/sdm_logo.jpg",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download logos for press release (ZIP 1 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-press-kit-logos.zip"
                                                        },
                                                        {
                                                            "id": 1641,
                                                            "downloadTitle": "Swedish design movement – SoMe press images and video",
                                                            "title": "Press images and videos for social media",
                                                            "format": "zip",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/9.16_Wide_Visual_01_Swedish_Design_Movement_©Adorno.jpg",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download social media press images and video (ZIP 558 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-press-kit-social-media.zip"
                                                        },
                                                        {
                                                            "id": 1642,
                                                            "downloadTitle": "Swedish design movement – press images landscape",
                                                            "title": "Press images in landscape format for printed media",
                                                            "format": "zip",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Wide_Visual_03_Swedish_Design_Movement_C_Adorno-scaled.jpg",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download press images for print (ZIP 59 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-press-kit-landscape.zip"
                                                        },
                                                        {
                                                            "id": 1638,
                                                            "downloadTitle": "Swedish design movement – video tour",
                                                            "title": "Video tour of the exhibition",
                                                            "format": "zip",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Swedish-design-movement-thumbnail-video-press-kit.jpg",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download video tour versions (4:5 and 9:16 format) (ZIP 394 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-press-kit-videos.zip"
                                                        }
                                                    ]
                                                },
                                                {
                                                    "name": "core/paragraph",
                                                    "attributes": {
                                                        "anchor": "",
                                                        "content": "The press kit includes a draft of a press release in English, high resolution images and videos of the exhibition, and social media material.",
                                                        "__typename": "CoreParagraphBlockAttributes"
                                                    },
                                                    "__typename": "CoreParagraphBlock"
                                                },
                                                {
                                                    "name": "core/paragraph",
                                                    "attributes": {
                                                        "anchor": "",
                                                        "content": "You can share the press kit with journalists or make your own selection. For example you can translate and share the press material via press releases and newsletters.",
                                                        "__typename": "CoreParagraphBlockAttributes"
                                                    },
                                                    "__typename": "CoreParagraphBlock"
                                                },
                                                {
                                                    "name": "acf/video-block",
                                                    "attributes": {
                                                        "data": "{\"embed\":\"<div style=\\\"background:none repeat scroll 0 0 #ccc;margin:0 auto;width:100%;\\\"><div style=\\\"position:relative;\\\"><img style=\\\"display:block;height:auto;width:100%\\\" alt=\\\"\\\"\\u00a0 src=\\\"\\/\\/im11.inviewer.se\\/skiss\\/30\\/30CBHNIVFV.jpg\\\" \\/><iframe title=\\\"4\\\" style=\\\"position:absolute;top:0;left:0;width:100%;height:100%;border:0;\\\" src=\\\"\\/\\/play.mediaflowpro.com\\/ovp\\/11\\/30CBHNIVFV\\\" allowfullscreen><\\/iframe><\\/div><\\/div>\",\"_embed\":\"field_6492a7c09721b\",\"caption\":\"Video tour of the exhibition in 4:5 format.\",\"_caption\":\"field_6492a7e39721c\",\"image\":\"\",\"_image\":\"field_6492a7f09721d\"}",
                                                        "__typename": "AcfVideoBlockAttributes"
                                                    },
                                                    "coverImage": null,
                                                    "__typename": "AcfVideoBlock"
                                                }
                                            ],
                                            "attributes": {
                                                "showInAnchorLinkMenu": true,
                                                "anchorLinkMenuTitle": "Press kit",
                                                "__typename": "SharingSwedenTswSectionBlockAttributes"
                                            }
                                        },
                                        {
                                            "name": "sharing-sweden-tsw/section",
                                            "__typename": "SharingSwedenTswSectionBlock",
                                            "innerBlocks": [
                                                {
                                                    "name": "acf/materials-block",
                                                    "attributes": {
                                                        "data": "{\"heading\":\"Social media content\",\"_heading\":\"field_64635682c10c0\",\"selectedMaterials\":[\"1670\",\"1710\",\"1675\",\"1716\",\"1671\",\"1712\",\"1674\",\"1713\",\"1681\",\"1638\"],\"_selectedMaterials\":\"field_646352d0e5afe\",\"firstMaterialFullwidth\":\"0\",\"_firstMaterialFullwidth\":\"field_646354954999a\"}",
                                                        "__typename": "AcfMaterialsBlockAttributes"
                                                    },
                                                    "__typename": "AcfMaterialsBlock",
                                                    "heading": "Social media content",
                                                    "firstMaterialFullwidth": false,
                                                    "materialList": [
                                                        {
                                                            "id": 1670,
                                                            "downloadTitle": "Swedish design movement – overview general",
                                                            "title": "Overview of social media posts promoting the exhibition in general",
                                                            "format": "pdf",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Swedish-design-movement-social-media-overview-thumbnail.png",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download general overview  (PDF 8 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-Overview_general.pdf"
                                                        },
                                                        {
                                                            "id": 1710,
                                                            "downloadTitle": "Swedish Design Movement – SoMe General",
                                                            "title": "Social media posts promoting the exhibition in general",
                                                            "format": "zip",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/General_some-Swedish-design-movement.png",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download general social media content (ZIP 204 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-Movement-general-exhibition-social-media.zip"
                                                        },
                                                        {
                                                            "id": 1675,
                                                            "downloadTitle": "Swedish design movement – overview design",
                                                            "title": "Overview of the social media posts promoting design",
                                                            "format": "pdf",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Swedish-design-movement-social-media-overview-thumbnail.png",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download design overview (PDF 8 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-Overview_Design.pdf"
                                                        },
                                                        {
                                                            "id": 1716,
                                                            "downloadTitle": "Swedish Design Movement – SoMe design",
                                                            "title": "Social media posts promoting the design part of the exhibition",
                                                            "format": "zip",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Design_some-Swedish-design-movement.png",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download design content (ZIP 128 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-design-social-media.zip"
                                                        },
                                                        {
                                                            "id": 1671,
                                                            "downloadTitle": "Swedish design movement – overview fashion",
                                                            "title": "Overview of social media posts promoting fashion",
                                                            "format": "pdf",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Swedish-design-movement-social-media-overview-thumbnail.png",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download fashion overview  (PDF 3 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-Overview_Fashion.pdf"
                                                        },
                                                        {
                                                            "id": 1712,
                                                            "downloadTitle": "Swedish Design Movement – SoMe fashion",
                                                            "title": "Social media posts promoting the fashion part of the exhibition",
                                                            "format": "zip",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Fashion_some-Swedish-design-movement.png",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download fashion content (ZIP 60 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-fashion-social-media.zip"
                                                        },
                                                        {
                                                            "id": 1674,
                                                            "downloadTitle": "Swedish design movement – overview architecture",
                                                            "title": "Overview of social media posts promoting architecture",
                                                            "format": "pdf",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Swedish-design-movement-social-media-overview-thumbnail.png",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download architecture overview (PDF 3 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-Overview_Architecture.pdf"
                                                        },
                                                        {
                                                            "id": 1713,
                                                            "downloadTitle": "Swedish Design Movement – SoMe architecture",
                                                            "title": "Social media posts promoting the architecture part of the exhibition",
                                                            "format": "zip",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Architecture_some-Swedish-design-movement.png",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download architecture content (ZIP 69 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-architecture-social-media.zip"
                                                        },
                                                        {
                                                            "id": 1681,
                                                            "downloadTitle": "Swedish design movement – video trailer",
                                                            "title": "Video trailer for the exhibition",
                                                            "format": "zip",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Swedish-design-movement-video-trailer-thumbnail.jpg",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download video trailer (4:5, 9:16, 16:19 format) (ZIP 56 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-video-trailer.zip"
                                                        },
                                                        {
                                                            "id": 1638,
                                                            "downloadTitle": "Swedish design movement – video tour",
                                                            "title": "Video tour of the exhibition",
                                                            "format": "zip",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Swedish-design-movement-thumbnail-video-press-kit.jpg",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download video tour versions (4:5 and 9:16 format) (ZIP 394 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/Swedish-design-movement-press-kit-videos.zip"
                                                        }
                                                    ]
                                                },
                                                {
                                                    "name": "core/paragraph",
                                                    "attributes": {
                                                        "anchor": "",
                                                        "content": "You can use the social media posts to promote the exhibition as a whole or highlight the subjects of design, architecture or fashion, depending on the context. Feel free to also use the material from the press kit to create your own posts.",
                                                        "__typename": "CoreParagraphBlockAttributes"
                                                    },
                                                    "__typename": "CoreParagraphBlock"
                                                },
                                                {
                                                    "name": "core/paragraph",
                                                    "attributes": {
                                                        "anchor": "",
                                                        "content": "Don’t forget to use #SwedishDesignMovement and @SwedishDesignMovement in all posts about the exhibition.",
                                                        "__typename": "CoreParagraphBlockAttributes"
                                                    },
                                                    "__typename": "CoreParagraphBlock"
                                                },
                                                {
                                                    "name": "core/heading",
                                                    "attributes": {
                                                        "level": 3,
                                                        "anchor": "",
                                                        "content": "Official instagram account",
                                                        "__typename": "CoreHeadingBlockAttributes"
                                                    },
                                                    "__typename": "CoreHeadingBlock"
                                                },
                                                {
                                                    "name": "core/paragraph",
                                                    "attributes": {
                                                        "anchor": "",
                                                        "content": "On the official Instagram account of Swedish Design Movement the target groups can learn more about sustainable Swedish design, the exhibition and follow the movement of events around the world. Use this account for inspiration and encourage the target group to follow the account and share its content.",
                                                        "__typename": "CoreParagraphBlockAttributes"
                                                    },
                                                    "__typename": "CoreParagraphBlock"
                                                },
                                                {
                                                    "name": "core/paragraph",
                                                    "attributes": {
                                                        "anchor": "",
                                                        "content": "Name of the account on Instagram: <a href=\"https://www.instagram.com/swedishdesignmovement/\">@SwedishDesignMovement</a>",
                                                        "__typename": "CoreParagraphBlockAttributes"
                                                    },
                                                    "__typename": "CoreParagraphBlock"
                                                }
                                            ],
                                            "attributes": {
                                                "showInAnchorLinkMenu": true,
                                                "anchorLinkMenuTitle": "Social media content",
                                                "__typename": "SharingSwedenTswSectionBlockAttributes"
                                            }
                                        },
                                        {
                                            "name": "sharing-sweden-tsw/section",
                                            "__typename": "SharingSwedenTswSectionBlock",
                                            "innerBlocks": [
                                                {
                                                    "name": "acf/materials-block",
                                                    "attributes": {
                                                        "data": "{\"heading\":\"Videos\",\"_heading\":\"field_64635682c10c0\",\"selectedMaterials\":[\"1797\",\"1796\",\"1795\",\"1794\",\"1793\",\"1791\",\"1790\",\"1789\"],\"_selectedMaterials\":\"field_646352d0e5afe\",\"firstMaterialFullwidth\":\"0\",\"_firstMaterialFullwidth\":\"field_646354954999a\"}",
                                                        "__typename": "AcfMaterialsBlockAttributes"
                                                    },
                                                    "__typename": "AcfMaterialsBlock",
                                                    "heading": "Videos",
                                                    "firstMaterialFullwidth": false,
                                                    "materialList": [
                                                        {
                                                            "id": 1797,
                                                            "downloadTitle": "Swedish Design Movement – video Atacac",
                                                            "title": "Atacac – on digitizing fashion  Sweden",
                                                            "format": "mp4",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/08/Swedish-design-movement-Atacac-thumbnail_.jpg",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download Atacac video (MP4 532 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/Atacac_full-version_swedish-design-movement.mp4"
                                                        },
                                                        {
                                                            "id": 1796,
                                                            "downloadTitle": "Swedish Design Movement – video Baux",
                                                            "title": "Baux – on sustainable acoustics",
                                                            "format": "mp4",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/08/Swedish-design-movement-Baux-thumbnail.jpg",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download Baux video (MP4 273 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/Baux_full-version_swedish-design-movement.mp4"
                                                        },
                                                        {
                                                            "id": 1795,
                                                            "downloadTitle": "Swedish Design Movement – video Cake",
                                                            "title": "Cake – on a clean ride towards the future",
                                                            "format": "mp4",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/08/Swedish-design-movement-Cake-thumbnail.jpg",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download Cake video (MP4 304 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/Cake_full-version_swedish-design-movement.mp4"
                                                        },
                                                        {
                                                            "id": 1794,
                                                            "downloadTitle": "Swedish Design Movement – video Gärsnäs",
                                                            "title": "Gärsnäs – on a long lasting history",
                                                            "format": "mp4",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/08/Swedish-design-movement-Garsnas-thumbnail.jpg",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download Gärsnäs video (MP4 280 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/Garsnas_full-version_swedish-design-movement.mp4"
                                                        },
                                                        {
                                                            "id": 1793,
                                                            "downloadTitle": "Swedish Design Movement – video Renewcell",
                                                            "title": "Renewcell – on fashion waste",
                                                            "format": "mp4",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/08/Swedish-design-movement-Renewcell-thumbnail.jpg",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download Renewcell video (MP4 291 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/Renewcell_full-version_swedish-design-movement.mp4"
                                                        },
                                                        {
                                                            "id": 1791,
                                                            "downloadTitle": "Swedish Design Movement – video Wästberg",
                                                            "title": "Wästberg – on emotional electronics",
                                                            "format": "mp4",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/08/Swedish-design-movement-Wastberg-thumbnail.jpg",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download Wästberg video (MP4 300 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/Wastberg_full-version_swedish-design-movement.mp4"
                                                        },
                                                        {
                                                            "id": 1790,
                                                            "downloadTitle": "Swedish Design Movement – video White arkitekter",
                                                            "title": "White – on a building you like to hug",
                                                            "format": "mp4",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/08/Swedish-design-movement-White-thumbnail.jpg",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download White video (MP4 270 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/White-arkitekter_full-version_swedish-design-movement.mp4"
                                                        },
                                                        {
                                                            "id": 1789,
                                                            "downloadTitle": "Swedish Design Movement – SoMe videos",
                                                            "title": "Social media versions of all videos",
                                                            "format": "zip",
                                                            "image": {
                                                                "src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Video-some-thumbnail-swedish-design-movement.jpg",
                                                                "alt": ""
                                                            },
                                                            "download": true,
                                                            "buttonText": "Download videos for social media (1:1 format) (ZIP 427 MB)",
                                                            "hidePopup": null,
                                                            "mediaLink": "/app/uploads/2023/07/videos_some_1.1_swedish-design-movement.zip"
                                                        }
                                                    ]
                                                },
                                                {
                                                    "name": "core/paragraph",
                                                    "attributes": {
                                                        "anchor": "",
                                                        "content": "When arranging an event you can screen these videos on the topic of sustainable design. You can also use the shorter versions in 1:1 format on social media.",
                                                        "__typename": "CoreParagraphBlockAttributes"
                                                    },
                                                    "__typename": "CoreParagraphBlock"
                                                },
                                                {
                                                    "name": "core/paragraph",
                                                    "attributes": {
                                                        "anchor": "",
                                                        "content": "The videos feature seven of the design companies who are part of the Swedish Design Movement. The companies are located in different parts of Sweden.",
                                                        "__typename": "CoreParagraphBlockAttributes"
                                                    },
                                                    "__typename": "CoreParagraphBlock"
                                                },
                                                {
                                                    "name": "core/paragraph",
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                                                        "anchor": "",
                                                        "content": "<a href=\"https://www.youtube.com/playlist?list=PLIbfL4hlcjreN8lDEKDHlpImleEeuOatC\">The videos on YouTube</a>",
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                                                        "content": "Contact <a href=\"mailto:jenny.bergstrom.bonmot@si.se\">Jenny Bergström Bonmot</a>&nbsp;to get access to download the videos with audio descriptions.",
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                                                        "content": "Events",
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                                                        "content": "Like any other toolkit, activations of the exhibition can be combined with other digital or physical events. You can, for example, arrange webinars, seminars, sofa talks or other networking or knowledge events, possibly in collaboration with some of the participating companies. Events with participating companies or designers are often easy to arrange, however they can sometimes be costly. Combining the exhibition with analogue manifestations, such as a physical design exhibition can also work very well, but please note that this toolkit does not offer physical add-ons.",
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                                                        "content": "The toolkit funding may not be used to cover physical productions or events.",
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                                                        "content": "When arranging an&nbsp;event&nbsp;you can&nbsp;screen the videos in this toolkit.",
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                                                        "content": "Contact&nbsp;<a href=\"mailto:jenny.bergstrom.bonmot@si.se\">Jenny Bergström Bonmot</a> if you would like to discuss or receive input on program ideas!",
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                                                        "content": "Partnerships",
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                                                        "content": "As part of a partnership with for example your local design, architecture or fashion week, you may discuss a promotional package, which can include:",
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                                                        "content": "Listings on an event’s website",
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                                                        "content": "The exhibition can be presented on the website of an international design event. The first option would be to have the exhibition presented on the front page of the event’s website. Another option would be to have it presented on a page as close to front page as possible. The goal is to ensure as much exposure of the exhibition as possible.",
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                                                        "content": "In some cases, the exhibition can be embedded onto the website. This will enable the audience to access it directly from the website. In other cases, it will only be possible to present the exhibition with images, videos, and texts alongside a direct link to the exhibition.",
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                                                        "content": "When you decide on a listing and the value of this type of promotion, it is important to get information on the number of visitors the website receives per month or per year.",
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                                                        "content": "Articles in magazines",
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                                                        "content": "Websites of larger magazines often function as the main go-to place to discover the program of design events. Through a partnership with a magazine, an article and event listing can be produced and published on the magazine’s website. The exhibition and press material can also be embedded and presented with the article. It is important that a direct link to the exhibition is included in the article.",
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                                                        "content": "When you decide on this promotion, it is important to get information on the number of visitors the website receives per month or per year.",
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                                                        "content": "The exhibition can also be presented in a newsletter to the subscribers of the design event or magazine. The greater the newsletter’s focus is on the exhibition, the better. The best option is to have a newsletter dedicated to the exhibition. It is crucial that subscribers are presented with one or more direct links to the virtual exhibition.",
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                                                        "content": "When you decide on investing in newsletter promotion, it is important to consider how many subscribers the newsletter has.",
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                                                        "content": "Partnership packages with an event or magazine generally include promotion on their social media channels, including Instagram, Facebook and Twitter. Sometimes third-party social media accounts have more followers than the official account of the event, like Designboom’s “milan.design.week” account. You can reach out to these accounts and ask for promotion pricing.",
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                                                        "content": "When you assess the value of promotion on social media, the number of posts and stories offered as well as the engagement rate and number of followers are critical criteria.",
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                                                        "content": "Support from ADORNO",
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                                                        "content": "The design agency ADORNO is the producer of the exhibition. ADORNO may be hired to assist you in",
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                                                        "content": "The consultancy fees are to be discussed directly with ADORNO. Toolkit budget can be used for this service.",
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                                                        "content": "Contact at ADORNO:",
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                                                        "content": "Kristian Snorre Andersen: kristian@adorno.dk +45 3042 862",
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                                                        "content": "For the launch of the exhibition at Milan Design Week 2022 (6-12 June) the Swedish institute and our collaborating partners, Svensk Form (Swedish Society of Crafts and Design) and ADORNO, entered paid partnerships with <a href=\"http://www.fuorisalone.it/\">Fuorisalone</a> and <a href=\"http://www.dezeen.com/\">Dezeen</a>.",
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                                                        "content": "Read the full report about the launch: <a href=\"https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Swedish-design-movement-launch-milan-traffic-report-recommendations.pdf\">Traffic Report &amp; Conclusions for Swedish Design Movement’s Virtual Exhibition (PDF)</a>",
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                                                        "content": "Fuorisalone",
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                                                        "content": "The partnership with Fuorisalone allowed digital participation at Milan Design Week and did not include a promotion package. The price for this was 1.000 euros and allowed the exhibition to be embedded on the website of the event.",
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                                                        "content": "<a href=\"https://www.fuorisalone.it/en/2022/events/2380/Swedish-Design-Movement-Leading-the-way\">Event guide at Fuorisalone.it</a>",
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                                                        "content": "Dezeen",
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                                                        "content": "The partnership package with Dezeen included a promotional editorial presented on the first page of their webpage and a spot in the newsletter, sent to 180.000 subscribers.",
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                                                        "content": "The price for this partnership package was GBP 4.500. It also included a geo-targeted Dezeen Instagram ad, running from the 7-12 June during Milan Design Week. The ad was targeting audiences in Western Europe. The price for this geo-targeted ad was GBP 2.000.",
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                                                        "content": "For the geo-targeted Instagram ad, we used the 15 second trailer available in the social media building block.",
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                                                        "content": "<a href=\"https://www.dezeen.com/2022/06/06/swedish-design-movement-virtual-exhibition-milan-design-week/\">The promotional editorial at dezeen.com</a>",
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