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Come to Sweden
Publishing AB

© Come to Sweden
Publishing AB 2017

First we found the posters. Then we made a book.


We have visited museums, archives, relatives and private collectors – all to find the best Swedish vintage travel posters. Now we want to show them to the world.

That is why we made a bulky ”Coffee Table Book” with 210 travel posters – posters that have been used to promote Sweden both at home and abroad.

But it is more than just a picture book – our writer Michael Tjelder tells us through the texts how people “in the old days” travelled Where did one go and who travelled?

We are also curious about the poster artists – our heroes. We have interviewed artists, relatives and co-workers and found remarkable life stories. We have encountered everything from stiff competition to lasting friendships amongst these often unknown artists of utility art.

Why travel posters?

Why travel posters you may be wondering. We see them as time capsules, as cultural history. Travel posters convey how one during the first part of the 1900’s viewed one’s own country and hometown. Sometimes the message becomes comical and completely turned around from how we today would describe our home country.

Take a look at Sundsvall for example. When the town arranged the Swedish skiing championships in 1947, a girl with a map over Sundsvall points out the town with her ski pole. To show how progressive the town Sundsvall was the poster pointed out no less than 16 smoldering dirty factories that decorated the approach to the town…

Let us agree on one thing: to travel is the best there is. Poster artists back then really knew the art of visualizing people’s expectations and dreams about the land in the north. A trip to the mountains in Jämtland, a week at the spa in Varberg or why not a summer trip to Visby, in the world of the posters everything was within reach.

Trough posters we can also follow the development of the society. The oldest emphasize the machine: big boats, fast trains and shiny airplanes. Later it is all about the illustration of the destination and the joy and glamour of travel.

A forgotten breed

A striking thing among the artists is anonymity. Sure there are famous artists among these poster creators, but the major part of these works were made by artists that are forgotten by now. It is their story we want to tell whenever possible.

After years of detective work there are still certain posters and artists that we do not know much about. Our hope is that by publishing the book, these artists and posters will not stay in anonymity.

Out now!

The book is in Swedish, but the eye-catching vintage travel posters speak pretty much for themselves. This is a must get if you're a Sweden lover or if you love charming vintage posters!

Order it here!