Interview with Niclas Ericsson, Digital Producer at Västra Götalandsregionen
Niclas Ericsson has extensive experience in creating experience-based exhibitions. Previously, he worked at Kistone, a company that develops concepts and exhibitions through storytelling. There, he participated in several exciting projects in collaboration with Artform.
Today, he is a Digital Producer at Västra Götalandsregionen, where he and his colleagues are responsible for the digital elements of the region’s six museums — as well as for the collaboration with Artform regarding print and special productions.
We interviewed Niclas because he has played a key role in several notable collaborations with Artform — from Naturum Store Mosse, where sphagnum moss took centre stage in the story of climate and biodiversity, to Sofiero Castle, where royal tales met the emergence of democracy, and onward to the most challenging project to date: the Mission Room at Karlsborg Fortress, a historical escape room where visitors are tasked with saving Sweden’s gold reserve.
Niclas, how did your collaboration with Artform begin?
“It started with the exhibition at Naturum Store Mosse. We wanted to create something accessible and easy to understand, with climate issues and biodiversity at the centre. The exhibition needed to be highly interactive and appeal to all the senses — yet mobile use, QR codes, and other digital tools were to be kept to a minimum.
The exhibition was divided into seven themes, all connected through the overarching thread: the Moss. “In fact, it was sphagnum moss that ended up taking the lead role in our story. Humour was also an important ingredient — we wanted to engage visitors and spark curiosity about the vital wetlands in our country. When we saw the final result, and how well the collaboration with Artform worked, it was obvious that the partnership should continue.”
One of the major projects you’ve worked on together is the permanent exhibition at Sofiero. What did that involve?
“The Tale of Sofiero – from Royal Park to the People’s Garden was a full turnkey project. We were responsible for everything — content, design, scenography, technology, construction, and project management — and carried out much of it with support from Artform.
Sofiero is full of stories, from Oscar II and Sofia of Nassau to the present-day People’s Garden. We wanted to present it as a fairy tale — with both light and darkness — while also illustrating the development of Sweden, from a class-based society to a democracy.
The exhibition was brought to life through text, recorded fairy tales, films, artefacts, images, and sound installations.
“It was an extensive production, but also incredibly rewarding.”
And the most challenging project?
“Without a doubt, the Mission Room at Karlsborg Fortress. Here, we created an experience similar to an escape room — but built entirely on historical events. The biggest challenge was constructing a large table in the centre of the room — inspired by the one in Churchill’s War Room — where visitors follow a step-by-step path to secure Sweden’s gold reserve.
“The team at Artform, with their curiosity, precision, and enthusiasm, were invaluable to the final result. Building something so complex while keeping it historically credible required both creativity and accuracy — and thanks to our collaboration, we succeeded.
“It’s actually based on a true story. The air-raid sirens go off, the clock is ticking, adrenaline rises — and all the while you feel as if you’re part of Sweden’s last line of defence. We wanted visitors not just to read about history, but truly feel it.”
“A completely different, but equally appreciated, project was the exhibition Made in Jönköping at the Matchstick Museum. The aim was to highlight the city’s proud history of innovation and engineering. Artform was tasked with creating a series of newspaper-style posters that took visitors back to the 1800s.
“The posters were framed and printed on a special textured paper that gave them an aged and authentic feel. We also developed ‘old paper’ for a book and covers for matchboxes — testing many materials and techniques before we found the right expression. The result was a warm and credible atmosphere that made the exhibition both inviting and alive — a great example of how small details can strengthen the larger narrative.”
Those are some very unusual solutions!
“Yes, they are — and that’s exactly what makes them exciting. But of course, standard prints also play an important role in our exhibitions, and here too I’m very pleased with the results and with Artform’s commitment to always deliver at the highest level.
“They make sure we agree on test prints, and there’s a constant responsiveness that allows everyone involved to contribute ideas for improvement. It becomes very familiar — a shared journey toward the goal.
“We are often many voices in long processes when creating exhibitions, so it’s especially important to have a partner who doesn’t just ‘produce’, but instead creates a dialogue where everyone gets to be heard.”
We thank Niclas Ericsson for the interview and for sharing his experiences from some of the exciting projects we’ve had the privilege to be part of.
“Thank you! It’s the combination of creativity, precision, and dialogue that makes me come back to Artform. We create something together — and it always becomes better when many perspectives are welcomed,” Niclas concludes.
Mission Room at Karlsborg Fortress under construction.
Let the game begin! https://www.vastsverige.com/karlsborg/missionrooms/
Parts of the exhibition at the Matchstick Museum in Jönköping.
https://matchmuseum.jonkoping.se/
From the exhibition at Naturum Store Mosse
https://www.sverigesnationalparker.se/park/store-mosse-nationalpark/besoksinformation/naturum/
