What’s your story?

Sarah Widman, the creator of set and styling for our collection Serene Beginnings.

Sarah, what’s your story? Tell us about yourself.

I’ve always been fascinated by the effect our environment has on us. It affects our overall mood and can make us feel everything from happy, calm and creative. I started as a decorator but realised that I wanted to do more set designs and styling since I got to use my creative side more freely.

Today, I run Creative Unit Studio with the e-commerce strategist Sophia Båge. Together we work strategically and operatively to create and optimise content and marketing for online retailers. You could say that we help companies create a better customer experience through storytelling and visual content based on customer data.

What inspires you?

I’ve always been very inspired. It can be something I spot in a magazine, how a sunbeam hit a shadow or people I meet. My biggest source of inspiration is Scandinavian nature and its seasons, I wouldn’t want to live without it.

What is the most challenging part of your job?

I would say it’s when I have to limit my ideas and not get too carried away. Also, the ability to believe in yourself and not worry about what others think can be challenging sometimes. You got to trust your gut and your competence.

What trends do you think will represent 2021?

The trendiest thing this year is not to be trendy, but I like the idea of inspiring and getting inspired by others. The current situation around the world has made us think a little bit extra about the decisions we make and how we live. Today’s consumers are craving sustainable options, which has led us to a point where retailers and manufacturers need to advance everything from design to development and materials.

“Consumers want locally produced and handcrafted products, things that are one-of-a-kind and perfectly imperfect.”

Consumers want locally produced and handcrafted products, things that are one-of-a-kind and perfectly imperfect. It’s easier than ever to find local artists and designers, thanks to social media. Another big trend for 2021 is colour, both in fashion and interior. I don’t think I’ve ever been as inspired by colours as I am at the moment, I think this trend is a reflection of 2020 and the fact that it was such a dark year for many of us.

How do we create a personal home?

By surrounding us with things that make us feel good, we tend to have too much stuff. Try to eliminate everything that gives you bad vibes. Chose to display items that make you happy and remind you of wonderful memories.

How do you decorate sustainably?

I want my home to be timeless, a collection of items that I won’t get tired of. I get exposed to so many different products and colours at work, therefore my home is rather the opposite, quiet and minimalistic. I like classic design pieces, the second hand value is often high and you can sometimes sell for more than the original cost.

We all have something we love a little bit extra, what makes you smile at home?

My family! They make me both laugh and cry haha. It’s the little traces they leave that makes it home, my home. I also try to spice up my weeks with fresh flowers and twigs from nature.

What’s your best advice when choosing wallpaper?

My best advice is to choose a wallpaper that makes you feel good. It could be happiness, safety or memories. This, combined with the fact that it suites the rest of your home. Wallpaper is a quick and powerful way to make a huge difference.

“Consumers want locally produced and handcrafted products, things that are one-of-a-kind and perfectly imperfect.”

Serene Beginnings is all about embracing the things we love, what’s your best advice on enhancing our favourite belongings?

A great tip is to let wallpaper act as a backdrop, bring furniture out from the walls to create air. Imagine the room as a stage, this makes the wall pop, the result is a comfortable dynamics. Another good tip is to work with contrasts, place the thing you want to enhance in front of a different coloured background.

The Scandinavian interior is a worldwide trend, why do you think people get inspired by our way of decorating?

The closeness and availability to nature are very important for Scandinavians. It’s a big part of our lives from an early age. The absence of light has a huge impact on us which can be seen in both our architecture, choice of materials and expression. Organic shapes and raw materials are often the core of our design, we generate feelings and often let the choice of materials be the centre of attention.

What mistakes do we make when decorating?

People are sometimes rushing like they’re in a hurry. They buy everything that looks good and the result is often not very wholesome. Another common mistake is buying everything from the same retailer, this can take away the personal touch. These mistakes are often based on a lack of time. Give your home time, and if possible, professional help. A decorator can save you time and sometimes even money, from impulsive purchases, they also come with great advice and solutions you may not have thought of.

What’s your dream project?

I have a lot of sketches and idéas for furniture and other products in my head. Some are already prototypes and some out on the market. A dream would be to, alongside Creative Unit Studio, design products and find producers.

Serene Beginnings


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