The Art and Crafts Kingdom

18 artisans, from both sides of the national border cudgelled their brains and named their Interreg project Destination 60º12º; latitude and longitude, so that the visitors can find their way to the transnational artisan country. The objective of the project is to market the entire region: Come here! You have never seen the likes of fine handicraft in one area. – The artisans will act as gatekeepers and tempt visitors to stay in the area, visit many places and to shop. Thanks to the project, all the artisans are gathered under one brand, Destination 60º12º, says Swedish project leader Mikael Engstig. The existence of one giant on each side of the border, Klässbols Linneväveri and Magnor Glassverk respectively, means no threat to the minor businesses since the project functions as an umbrella. Instead, the minor companies can benefit from the well-established companies’ flow of customers both in terms of marketing and sales. The mutual assistance does however not mean that they can lean back. – Everyone must work in order to raise the flag high enough. There is always the risk of stagnation, working on a wooden spoon in the same way as always before and that is all that there is to it. But we have to become so skilled that we create a stir. Forcing yourself to grow may be difficult unless someone is pushing you, but the project propels us all to development, says Dick Johansson at Klässbols Väveri. The weaving mill has worked on journalists and carried out a summer drive. The company has exhibited the entire handicraft collection at fairs, from elk skin clothes to the most fragile glass, all under the same label. – It is really good to join company with the giants, says Mikael Engstig. They are professionals. Many of the small companies have never even attended a fair. A selection of experienced and novice exhibitors go to the fairs and the new artisans will learn how to work an exhibition stand. All the businesses have increased their turnover during this first year of the project. The hotels, museums and attractions connected to the project have naturally also enjoyed the wind of success. – This project certainly has all that it takes to continue after the end of the project period, says Dick Johansson