For his first interior project, Winsth collaborated with Stockholm-based designer Stjerna, using rich tones and layered textures to create a moody atmosphere for Bobo’s new showroom
Photography courtesy of Bobo featuring the brand’s Stockholm showroom
Words by Jessica-Christin Hametner
Should you have thought Stockholm couldn’t possibly accommodate another design-led new resident, think again. After being a fixture on Roslagsgatan for two years, the Swedish glassware brand Bobo has moved from its dark basement studio to a sleek, revamped showroom across the road.
Nestled in the Vasastaden district of the city, known locally as “Sibirien,” the area has recently undergone significant transformation and now boasts a string of cafés and cultural venues. The restrained interior serves as a backdrop for Bobo’s minimalist glassware during the day, but come night, the atmospheric space comes alive as a go-to-spot for expertly crafted cocktails and socialising.
Originally an unloved space in need of modernising, Bobo founder Fredrik Blom – who set up the brand in 2021 – enlisted local designers Gustav Winsth and Max Stjerna to reimagine the 120 sq m showroom as a space that’s part bar, part showroom and entirely Bobo.
Photography courtesy of Gustav Winsth
‘This needed to be somewhere you could experience Bobo,’ says Winsth, a graduate of Beckmans College of Design, whose project with the brand marks his first foray into interior design. ‘We wanted to create an atmosphere that combines the warmth and welcoming feel of a local tavern with the sleekness of a city bar. To fully embrace the Bobo experience, we knew we needed a bar and taps for beer and Negroni.’
At the heart of the showroom, stained panels wrap around the space, doubling as display surfaces and a functional bar counter, while a custom stainless-steel shelf, illuminated by integrated lighting, showcases 12 delicate pieces of glassware from Bobo’s collection, bestowing the space with a gallery-like quality.
‘I used stainless steel to enhance the reflections and to create a striking framing for the glasses,’ explains Winsth, who often incorporates VR and 3D modelling into his design process, most notably last year with his Reality Chair exhibition, and now for Bobo’s showroom. ‘We wanted to play with the light rather than focus on just one aspect.’
Photography courtesy of Bobo featuring Winsth’s custom stainless-steel shelf and Bobo’s delicate glassware
Floor-to-ceiling windows flood the showroom with plenty of natural light, beautifully complemented by bespoke terrazzo touches and warm shades of burgundy and chocolate brown, creating an interior that feels as much about atmosphere as it does about product.
Elegant lighting fixtures, designed by Winsth in ceramic for a glossy, elevated finish, provide a striking focal point, while also adding a softer blend of earthy tones to the otherwise minimalist interior.
‘A significant part of our design choice was to maintain a crisp and sharp aesthetic throughout the space,’ adds Winsth. ‘But to contrast this, we opted for these ceramic, handmade lights on the walls, giving them a more organic feel to soften the overall look of the interior.’
Photography courtesy of Bobo featuring ceramic, handmade lights, created to soften the overall look of the space
Extending this thoughtful materiality into the showroom windows, Winsth’s edgy terrazzo concept sees the Bobo logo embedded in a custom concrete surface, serving both as seating and a playful brand statement.
‘I have been working on this terrazzo concept for about a year,’ says Winsth. ‘We integrated the Bobo logotype into the terrazzo to ensure that both people walking by and those inside the store can easily recognise the brand.’
Drawing on his background in mechanical engineering, Winsth has rapidly gained recognition for blending technical precision with expressive materiality – his approach for Bobo’s showroom is no different.
Photography courtesy of Bobo featuring Winsth’s custom terrazzo concept
‘My goal with the terrazzo was to move away from the traditional approach, which typically features polished stones with a different character, to create something unique unlike terrazzo’s typical exclusive feel,’ continues Winsth. ‘I wanted to use the colour of the binding cement to form patterns within the terrazzo, turning them into a form of surface art.’
At the centre, a moveable ash table with built-in storage allows for an effortless transition between everyday retail use and event hosting – perfect for dinners, tastings, workshops or events, including the space’s official opening during Stockholm Design Week 2025 in February.
By combining contrasting materials and colour palettes with vintage furniture and Scandinavian design classics, the interior feels layered, modern and infused with character that is not too dissimilar to the forward-thinking ethos of Bobo’s glassware.
Photography courtesy of Bobo featuring Bobo’s showroom, including vintage furniture and Scandinavian design classics
‘When I started Bobo, the idea was to rejuvenate the craftsmanship of glassware,’ explains Bobo founder Fredrik Blom, who launched the brand after experiencing burnout from his previous job in management consulting.
‘Amid that darkness, Bobo emerged as a passion project and creative outlet,’ he continues. ‘From the beginning, the focus has always been on building a brand together with the industry. It was important that the glasses not only looked great but were developed with the bartenders, the sommeliers and those using the glasses to guarantee the pieces are both functional and minimalist in design.’
As visitors walk through the showroom, they will experience Bobo’s knack for reviving classic glassware with a modern twist. The brand’s Drajja martini glass, for instance, was realised in collaboration with Sweden’s foremost bartenders, Emil Åreng and Erik Andersson of Röda Huset, the latter a climate-forward venue ranking No. 45 in The World’s 50 Best Bars in 2024.
Photography courtesy of Bobo featuring a custom ash table and Bobo’s glassware
Each is handmade and holds 12 centilitres, with an ultra-thin bottom and stem, giving the glass a feeling of lightness. Others include Bobo’s Lowballer crystal water glass and Bistro, the lead-free red wine glass mouth-blown in Slovia, perfect for special occasions or everyday use.
As Blom puts it, ‘Traditional martini glasses are difficult to drink from; you can’t walk around with them because they spill, and they are too large, which results in the drink losing its ideal temperature. We wanted to create something smaller to elevate the overall drinking experience.’
The brand’s thoughtful approach and democratic ethos have carried over to its beautiful new home, which captures the essence of Bobo and the character of the Swedish design capital in which it resides.
Photography courtesy of Bobo featuring the brand’s founder Fredrik Blom
‘We wanted to create something that embodies my vision – something that is neither elitist nor pretentious,’ says Blom. ‘Bobo is focused on the craftsmanship and the overall experience, so the emphasis is not solely on the glass – it’s about the content.’
Reinventing glassware for a new age, Bobo’s collection strips away the excess to focus on the experience instead. Sleek and lightweight, these glasses may seem to disappear in the hand, but only to heighten the pleasure of the drink itself. For this next-gen glassware brand, less truly is more.
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