1:2:3 is a swedish design studio working with film, art direction, books and identities, founded in 2007 by Axel von Friesen and Petter Törnqvist.
Moderna Museet, SVT, H&M, Weekday, Minimarket, Mtv Nordic, Biennale di Venezia, Fortum, Tensta Konsthall, The Living History Forum, Stockholms Stadsmuseum, Färgfabriken, Bio Rio.
Catalogue for the Moderna Exhibition 2010 at Moderna Museet Stockholm in collaboration with SDL. The exhibition recurs every fourth year and shows the Swedish contemporary art scene. The concept of the catalogue is to show the difficulty of talking about an isolated swedish art-scene, instead the catalogue aims to show that it is just a part of something much larger. The typography for the cover was hand painted and then photographed at dawn from the sky. The reader then travels closer and closer and begins a walkthrough of Moderna Museet during the installation of the exhibition as it becomes more and more finished. The catalogue ends with the reader exiting the museum at dusk, looking up towards the sky from where it all started.