March 20, 2014
H&M Home's Head of Design Masters the Art of High & Low
DOSSIER: NAME: Evelina Kravaev-Söderberg TRADE: Head of Design for H&M Home VIBE: Simple and sophisticated, with a touch of trendy. ABODE: 1920's apartment in central Stockholm. It's surprising that the Head of Design for one of the most of-the-moment companies in the world, H&M Home, would value something old, but such is the case for Evelina Kravaev-Söderberg. "We chose this apartment because we love to live in the city, and it is airy and spacious with an old soul." The apartment, located in central Stockholm, demonstrates Kravaev-Söderberg's ability to mix old with new, high with low, and trendy with timeless. While her designs for H&M Home may be full of exuberant colour and eclectic style, her home is a tranquil escape "When I come home I need to relax from the busy world of design," she says.
Photography: Martin Lof
|Linen Cushion Cover, $18, H&M Home||Crystalline Decanter, $68, Anthropologie||Linen Cushion Cover, $13, H&M Home|
While her days may be busy, Kravaev-Söderberg looks for a sense of harmony at home. "I seek balance in everything - myself, collections, and how I spend my time." There are equal parts high and low in her apartment as well, backdropped by crisp white walls and warm parquet floors. In the living room, an Eames Fibreglass Rocker and Plywood Coffee Table are paired with H&M's chunky knit throw and linen pillows. While she has the pick of the whole collection to bring home she "chooses wisely," she says. "The H&M Home products that I bring into our home reflect my personal taste and me as a person. They are often in calming neutral colours, interesting textures, and have a contemporary feeling."
|Eames Fibreglass Rocker, $619, Design Within Reach||Plywood Coffee Table, $949, Design Within Reach||Chunky-knit Throw, $79.95, H&M Home|
Although the apartment is a haven for well-balanced time with her family, Evelina often opens her front door widely for entertaining and loves "to make a nice setting with a tablecloth and napkins in washed linen, a lot of lit candles, and great food prepared by my husband." A set of Grand Prix Chairs, designed by Arne Jacobsen, flank a white lacquer table ready to be adorned by Evelina's latest tabletop favourites from H&M. "For this spring I am particularly fond of all the metallic hardgoods in copper and brass - the candle light holders, tea lights, bowls, and trays."
|Jacobsen Grand Prix Chair, $528, Danish Design Store||Tea Light Holder, $3.95, H&M Home||Sandalwood Candle, $35, Izola|
With a finger on the pulse of fashion, culture, and trends, it's no wonder Evelina requires a serene home base. "It's my job to track the influences in home and fashion, and to choose the most exciting trends for H&M Home." With a background in fashion, having studied in Paris and designed clothing for H&M's Divided Department, Evelina knows how to translate a fashion trend into décor. "Not every influence in fashion is suitable for a cushion cover or bed set, but there are many trends that are perfect for the home. Especially as fashion moves forward at such a fast speed." With a new spring collection for H&M Home to prove it, Kravaev-Söderberg is clearly one to look to for trendy inspiration. "There is always something new to inspire you," she says. We couldn't have said it better ourselves.
|Bath Mat, $17.95, H&M Home||King/Queen Linen Duvet Set, $99, H&M Home||Glass Vase, $12.95, H&M Home|