FRUSEN GLÄDJÉ

Agassi Bangura, Oscar Carlson,Tora Schultz Larsen, Ilja Karilampi, Lotte Andersen, Susann Brännström, Patrick McGraw / Heavy Traffic Magazine, Mathis Altmann, Stefan Tcherepnin, & Max Glader

13.3 - 4.4.21 
StudyForArtPlatform

The premium segment US ice cream brand Frusen Glädjé (”frozen delight” in Swedish) was founded in 1980 in an attempt to capitalize on the growing trend of American companies adopting Scandinavian sounding names. Such was also the case of ”Häagen-Dazs”, who’s Bronx retail founder named its ice cream brand in a quest for a Danish sounding pedigree in the 1960´s (in syntax analysis on Wikipedia however, the name comes off more as Hungarian.) Mövenpick can also be said to belong to the same category, using letters such as ä or ö, to create a nonsensical fictive Nordic sounding name, of which the American consumer had no idea.

The race for being the ultimate Scandinavian brand culminated with Häagen-Dazs unsuccessfully sueing Frusen Glädjé for launching a series of television ads which used a branding strategy built on a foreign heritage. 

Curated by Tre Kronor, “Frusen Glädjé” is an international group exhibition which brings together a high-quality concoction at the StudyForArtPlatform premises, spearheading cultural fraternization and acknowledging appropriation in all directions; allowing plenty of time for “studying” the resources inside the exhibition. 

Frusen Glädjé highlights several positions, some established, some busy on the fringes, *(The Embassy — Life In The Trenches (album, 2011) — a collaborative effort of ingenuity for an upcoming period of challenges, visual clues, and excitement. *(“Tough times never last, only tough people last; rblebleeblubleblum” — Demi Demi, South Africa, 2019).

Miss shii🦋 307Shibah · 28 jan. 

Minimum wage in Switzerland is $25?? Lemme go change my name to Hinga dinga durgen

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Glenn Fratty_Hearst · 26 jan. 

Hinga dinga durgen im bout to go to ✈️️Scandinavia

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Katarina Bangata 66

Stockholm