mentioning the words “swedish” and “designer” in the same breath immediately calls to mind sober tones and objects crafted in wood, but joel degermark breaks with this tradition by developing a style marked by curves in movement and vibrant colours. joel studies took him from copenhagen and stockholm to the royal college of art in london, where he earned a master of arts in product design in 2004. shortly thereafter, the dutch design company Moooi (founded by marcel wanders and casper vissers) took a shine to joel’s work and decided to add his “cluster lamp” to their lighting collection, a piece still in production today. keen to expand his creative universe to larger-scale works, joel moved from product design to interior design. in 2006, together with catharina frankander, he founded the agency electric dreams in stockholm. from h&m to new ready-to-wear labels like monki and weekdays, by way of the vasa museum in stockholm, the most prestigious names in scandinavia have selected him to revamp their brand image.