Saab Automobile promotes creative design-Principal sponsor of Design S, Swedish Design Award.

Saab Automobile is the principal sponsor of Sweden’s most prestigious design prize, Design S – the Swedish Design Award – together with the Swedish Ministry for Foreign Affairs. This sponsorship is an expression of Saab’s commitment to Scandinavian design principles and interest in promoting a holistic view on design issues. The bi-annual award was founded by Svensk Form, SVID (the Swedish Industrial Design Foundation), and the Advertising Association of Sweden. The Minister for Trade, Ewa Björling, presented the award at the prize-giving ceremony.

The Swedish Design Award was presented yesterday, 10 June 2008, at Berns Salonger in Stockholm. From a total of 200 entries, 19 nominees were selected and out of these 10 were awarded with a Design S. The awarded contributions are presented in an exhibition that will go on tour, in Sweden and internationally, until spring 2010.

“The selection of this year’s Design S reflects the creativity, competence and excellence that Swedish design present today,” says Kersti Sandin Bülow, Professor of Design and Crafts at the University of Gothenburg.

The opening speech was given by Simon Padian, Design Director at Saab Automobile.

“The criteria for Design S fall well in line with Saab’s philosophy so it was natural to support this award,” says Simon Padian. “The promotion of Swedish design as an intelligent way to solve problems and create communication and functionality is highly relevant. As a Swedish brand we seriously want to be a part of that approach.”

Saab Automobile has for decades been an advocate of using design in a wider perspective. “Design with a purpose” is a Saab credo, and a Scandinavian visual language has become a central element of the way the Saab brand is expressed.

“The Design S award highlights the important link between design and sustainability, something that is of extreme importance today,” comments Kersti Sandin Bülow. “The selection reflects the breadth of the design field, with the nominees ranging from small objects used close to the body, to more large-scale elements that are highly visible in society.”