One of my clients, Rosengårds Fastigheter, just recently launched their sparkling new website. I started working with the relatively new company late last fall and we started filming four one minute portraits as soon as the snow (finally) melted away in April. Each video shines a some light on a key area within the company – through the lens of the individual responsible for it.
I’d been to Rosengård a few times before this project, primarily to capture stills of footballer Zlatan Ibrahimovic’s childhood apartment, the soccer pitch, Zlatan Court and the surrounding neighborhood. These photos are now on permanent display in the Zlatan Suite at Clarion Hotel Malmö Live.
Clearly, this project provided me with a much deeper understanding of Rosengård and of how inspiringly eclectic the area is and, of course, insight into some of the socio-economic challenges that lay ahead for the area and the stakeholders that live, work and operate there.
I recently listened to an episode of the excellent podcast Hidden Brain which presented research within ecology and sociology. According to scientists findings, “The Edge Effect” is when eco systems and cultures blend and cross-pollinate, providing a ton of new evolutionary opportunities. No big surprise, perhaps and I saw some of this taking place in real-time whilst filming in Rosengård and it made my heart smile. I still think this is worth keeping in mind today when so much of society is polarized, fragmented and focused on bearing tribalisms on our sleeves instead of building relationships based on shared commonalities.
In addition to the four aforementioned videos I’ve also taken most of the company’s press photos and documented each of Rosengårds Fastigheter’s 35 residential buildings.