Green Steps Are Important
Posters with works by Mats Gustafson are attracting attention. “The green steps are important to us,” says Vala Karen Guðmundsdóttir at the National Gallery of Iceland, which prints all its material domestically.
The exhibition of works by Mats Gustafson, Capturing the Essence, at the National Gallery of Iceland has attracted a great deal of attention. The exhibition is organised in collaboration with DesignMarch. Mats is a Swedish artist who captures the ephemeral nature of watercolours with unique sensitivity. His works are considered sophisticated. He paints nature, fashion, and the people around him. The exhibition features all of Mats's most famous works, which he created with fashion houses such as Christian Dior, Comme des Garçons, Yohji Yamamoto, Romeo Gigli, and Yves Saint Laurent for magazines like Vogue and Harper's Bazaar.
Svansprent was tasked with printing selected works by Mats Gustafson, posters, and postcards. The items have been a great success in the National Gallery of Iceland's museum shop. "For the exhibition of Mats Gustafson's works, 'Capturing the Essence,' several pieces were chosen to be used for making posters and postcards. The works were selected with diversity in mind and in collaboration with Mats Gustafson," says Vala Karen Guð
mundsdóttir, manager of the National Gallery of Iceland's museum shops, about the project.
She says the printed posters and postcards are popular. "It's safe to say that older posters are no less popular than the new ones. Postcards are also often made with the same works as the posters, and they also sell very well, as they are suitable for various occasions, for example, as gifts, postcards, or as framed pictures." The quality is noteworthy, and Mats himself chose the paper, Munken Pure Rough. "Usually, there is a border around the works, which gives us space to include information about the artist, title, year, and the National Gallery of Iceland's logo. Regarding Mats's works, he gave permission to have the images float without a border, with the information on each piece. We had a few types of paper in mind, and Mats chose the paper based on the thickness and gloss level that suits his works well," says Vala.
It is particularly important for the National Gallery of Iceland to print both promotional materials and reproductions of artists' works domestically for environmental reasons. "We have always printed all our promotional materials, as well as posters and postcards, here at home, and our green footprint is important to us," says Vala.
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