Author: Sebton

  • Debaser ”See them live instead”

    Debaser ”See them live instead”

    Debaser Medis “See Them Live Instead”

    Background

    Debaser Medis was one of Stockholm’s most iconic live music and cultural venues. When the City of Stockholm decided not to renew its lease in order to convert the space into a public library, it marked the end of an era for the city’s independent music scene.

    The Idea

    To comment on the decision, we created a poster titled “See Them Live Instead.” The message played on the contrast between reading about culture and experiencing it firsthand. Rather than positioning live music and literature as opposites, the poster subtly questioned the trade-off: should culture be preserved in silence, or lived out loud?

    Execution

    The poster features a carefully stacked pile of library books, each spine labeled with the names of artists who were scheduled to perform at Debaser. At first glance, it resembles an ordinary library display. On closer inspection, the titles reveal concert dates — turning the books into symbolic placeholders for live shows. The visual makes a simple but pointed statement: reading about an artist is not the same as experiencing them live. By mimicking the quiet authority of a library aesthetic, the poster underscores the loss of a venue dedicated to loud, shared, real-time culture, ending with the call to action: “See them live instead.”

    Impact

    The poster served as both a tribute and a protest — capturing the frustration felt by artists and audiences alike. It sparked conversation around cultural priorities in Stockholm and highlighted the importance of protecting independent venues as vital spaces for live expression.


    Client

    Debaser

    Team

    Sebton/Co
    Frekar

  • Geofanti

    Geofanti

    Geofanti

    Introducing Geofanti, a modular sofa designed by Anya Sebton for Lammhults, embodying bold design and exceptional functionality. With eight versatile modules ranging from one to two-seater units, Geofanti adapts seamlessly to various environments, offering inviting comfort and a playful aesthetic characterized by angled armrests and sturdy, elephantine legs. 

    Prioritizing performance and sustainability, Geofanti features fully removable upholstery for easy cleaning and maintenance. Optional protective ‘shoes’ facilitate effortless cleaning beneath the sofa, and at the end of its lifespan, Geofanti can be disassembled into its component parts for recycling, ensuring an eco-friendly lifecycle. 

    Anya Sebton describes Geofanti as “a bold sofa that feels like it’s hugging you when you relax into it,” aiming to create a playful expression with the same DNA as early Lammhults designs. 

    Geofanti has been recognized for its innovative design, receiving the Interior Design’s HiP Award in the United States, which annually celebrates the most innovative products and people in the commercial design industry. 

    Experience the harmonious blend of form, function, and sustainability with Geofanti—a testament to modern design excellence.

    Producer

    Lammhhults

    Design by

    Anya Sebton

  • Add

    Add

    Add

    Introducing Add, a versatile seating collection designed by Anya Sebton for Lammhults, seamlessly blending aesthetics with functionality. The series includes stools and barstools available in three heights, with or without backrests, catering to diverse environments from activity-based workspaces to public areas. 

    Crafted from bent steel tubing, the Add stools feature a naturally inclined seat that promotes ergonomic posture, encouraging users to alternate between sitting and standing, thereby enhancing circulation and concentration. The design’s strong graphic expression adds a unique visual identity, aligning with Lammhults’ tradition of timeless Scandinavian design. 

    The Add series also offers accessories like coat hangers, magazine racks, and storage solutions, providing comprehensive functionality for dynamic spaces. This flexibility makes Add an ideal choice for modern interiors seeking adaptable and stylish seating options. 

    Produced by

    Lammhults

    Designer

    Anya Sebton

  • A22

    A22

    A22

    Introducing A22, a versatile and sustainable stool designed by Anya Sebton for Lammhults. Crafted entirely from steel without bolts or screws, A22 embodies a commitment to circular design, facilitating easy recycling and reuse. 

    Its stackable design and forward-angled seat promote active sitting, making it ideal for dynamic environments like offices, homes, and public spaces. The interplay of curved steel tubes in varying diameters gives A22 its distinctive graphic character, further accentuated by a laser-cut seat pattern. 

    Available in three heights, with optional add-on cushions, A22 seamlessly blends functionality with timeless design, suitable for both indoor and outdoor use. 

    Discover more about A22 and explore its variants on Lammhults’ official website.

    Produced by

    Lammhults

    Design by

    Anya Sebton

    Top-down view of A22 stool
  • Triline

    Triline

    Triline

    The Triline Wall Panel, designed by Anya Sebton for Abstracta, is a modular acoustic solution that enhances interior soundscapes by both diffusing and absorbing sound waves. Its distinctive triangular prism shape not only contributes to its acoustic effectiveness but also interacts with light to introduce visual dynamics and movement within a space. 

    Each panel measures 800 mm in width, 400 mm in height, and 95 mm in depth, and can be mounted horizontally or vertically using concealed metal brackets. This flexibility allows for the creation of both symmetrical and asymmetrical formations, enabling customized designs tailored to specific interior aesthetics. 

    The core of each panel is constructed from sound-absorbing material encased in a fabric covering, effectively reducing echoes and improving overall room acoustics. The triangular design diffuses sound waves, preventing them from bouncing directly back and thereby enhancing auditory comfort. 

    Available in a variety of fabric options and colors, the Triline Wall Panel offers versatility to complement diverse interior design schemes. Its combination of functionality and aesthetic appeal makes it a suitable choice for environments such as offices, meeting rooms, and public spaces where both sound quality and visual design are important. 

    For more detailed information, including technical specifications and available color options, visit Abstracta’s official product page

    Producer

    abstracta

    Designer

    Anya Sebton

  • Palais

    Palais

    Palais

    The Grand Palais is a distinguished coffee table within the Palais series, designed by Anya Sebton and Eva Lilja Löwenhielm for ASPLUND. This series draws inspiration from historic environments and ancient palaces, notably the black and white columns of the Palais Royal in Paris by artist Daniel Buren. 

    The Grand Palais features a solid oak panel base, providing both stability and a touch of Scandinavian elegance. The tabletop is available in stained oak veneer or nano laminate, treated with polyurethane lacquer for durability. The table stands at a height of 37 cm with a diameter of 92 cm, making it a versatile addition to various interior settings. 

    The designers aimed to blend the elegance and luxury of historical architecture with a pure Scandinavian expression, resulting in a piece that is both timeless and contemporary. 

    The Grand Palais coffee table is available in multiple color options, including natural oak, white stained oak, teak stained oak, dark grey stained oak, and chestnut stained oak, allowing it to complement a variety of interior designs. 

    Handmade in Sweden, the Grand Palais exemplifies fine Swedish craftsmanship, combining solid oak panels with a matching oak-veneer tabletop. The design reflects both ancient column motifs and the historic location in its name, making it a statement piece in any living space. 

    For more information or to explore purchasing options, you can visit retailers such as The Modern Shop and A+R .

    Architonic

    Producer

    Asplund

    Designer

    Anya Sebton, Eva Lilja-Löwenhielm

  • Scala

    Scala

    Scala Wall Panel

    The Scala sound-absorbing panels are a creative reinterpretation of corrugated iron, blending visual impact with functional purpose. Inspired by Icelandic architecture, where corrugated iron often covers both roofs and facades, award-winning designer Anya Sebton explains, “The idea was to bring this distinctive feature indoors.” Designed with more than aesthetics in mind, Scala panels are crafted to enhance interiors by creating a softer, more harmonious soundscape.

    Client

    abstracta

    Designer

    Anya Sebton

  • Absolut Vodka Giphy Channel

    Absolut Vodka Giphy Channel

    Absolut GIFs

    Case Study: Absolut Vodka’s “Never Gonna GIF You Up” Campaign

    Overview

    In 2018, Sebton & Co AB collaborated with Absolut Vodka to launch the “Never Gonna GIF You Up” campaign, aiming to integrate the Absolut brand into digital conversations through the creation of a diverse range of branded GIFs.

    Challenge

    The primary objective was to establish a presence on Giphy, enabling Absolut’s target audience to use branded GIFs across various platforms such as Tinder, Gmail, Slack, and Apple Messages. The challenge involved developing a distinctive style that would stand out on Giphy and resonate with users, encouraging them to choose Absolut’s GIFs over others.

    Strategy and Execution

    Content Creation: Produced over 200 stop-motion GIFs featuring witty, relevant, and unexpected content that aligned with Absolut’s brand values. The use of stop-motion provided a unique aesthetic, differentiating Absolut’s GIFs from others on the platform.

    Platform Integration: By establishing the Absolut Vodka channel on Giphy, the GIFs became accessible across multiple services, enhancing the brand’s reach and engagement.

    Quality and Optimization: Maintained high-quality visuals while adhering to Giphy’s file size restrictions, ensuring optimal performance across all platforms.

    Results

    Viewership: The campaign achieved over 700 million views, significantly increasing brand visibility.

    Engagement: Social media channels experienced a 60% increase in engagement rates, and email campaigns saw a 16% rise in purchase intent after viewers interacted with the GIFs.

    Recognition: The campaign received industry accolades, including a Silver Cannes Lion and a Shorty Award in the Graphics category. 

    Conclusion

    The “Never Gonna GIF You Up” campaign successfully embedded Absolut Vodka into digital conversations, leveraging the popularity of GIFs to enhance brand engagement and reach. The strategic use of stop-motion animation and platform integration set a benchmark for innovative digital marketing in the beverage industry.

    Client

    Absolut Vodka

    Team

    Sebton

  • Absolut Drinks YouTube Channel

    Absolut Drinks YouTube Channel

    Absolut Drinks YouTube Channel

    Case Study: Absolut Drinks YouTube Channel

    Overview

    Sebton & Co AB collaborated with Absolut to create a dynamic, engaging presence on YouTube. The channel bridges mixology and entertainment, delivering innovative content that resonates with a global audience of cocktail enthusiasts.

    Challenge

    Absolut Drinks aimed to expand its digital footprint and establish itself as the go-to source for cocktail inspiration, education, and entertainment. The challenge was to craft content that balanced brand storytelling with high-energy, shareable formats tailored for diverse platforms.

    Our Approach

    Content Strategy: Developed a multi-tiered content approach, including long-form episodes, YouTube Shorts, and behind-the-scenes features.

    Creative Concepts: Introduced engaging series such as ‘Absolut Drinks with…’, a flexible format allowing the brand to slot in brand ambassadors, partners, talent and influencers.

    Cross-Platform Integration: Adapted YouTube content into bite-sized formats for social media, blogs, and newsletters, maximizing reach.

    Visual Identity: Ensured all videos aligned with Absolut’s vibrant brand image, with a focus on colorful aesthetics and professional production.

    Results

    Increased watch time, subscriber count and video engagement rates.

    Enhanced brand visibility as a creative leader in mixology.

    Established a cohesive ecosystem where YouTube content fuels broader marketing initiatives.

    Key Takeaway

    Our partnership with Absolut demonstrates the power of storytelling, creativity, and cross-platform strategy in building an impactful digital presence for a global brand.

    Client

    Absolut

    Team

    Sebton

  • VCS

    VCS

    Voltage Controlled Suitcase

    The Voltage Controlled Suitcase project by Frédéric Sebton transformed an array of repurposed vintage cases into custom Eurorack modular synthesizers. Drawing inspiration from classic suitcase synthesizers like the Buchla Music Easel and EMS Synthi AKS, the goal was to create instruments that were as inviting to use as they were portable.

    By combining the warmth of retro aesthetics with the cutting-edge functionality of Verbos Electronics modules, these customized cases became irresistible tools for sound exploration. The design emphasized playability and portability, making each piece an engaging invitation for musicians to pick up, play, and experiment.

    This project showcases the potential of sustainable design, where reclaimed materials meet modern modular synthesis, blending creativity with functionality to elevate the art of music-making.

    Year

    2015

    Design

    Frédéric Sebton