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"The Swedes" on New York

Karlsson and Malmstrom Delta Sky Magazine July 2010

The art director Linus Malmstrom and copywriter Paul Karlsson team known as “The Swedes” (they met in school in Sweden) are co-creative directors of Mother New York, which they launched in 2003 as an offshoot of Mother in London.

The art director Linus Malmstrom and copywriter Paul Karlsson team known as “The Swedes” (they met in school in Sweden) are co-creative directors of Mother New York, which they launched in 2003 as an offshoot of Mother in London.

Where does New York stand today as a creative city?
New York feels fantastic right now. There are so many interesting small companies, so many creative people and so many wonderful things happening at the same time.

Where is your favorite place for a “power lunch”?
We usually go around the corner from our office on Bond Street to Gemma, next to the Bowery Hotel. However, on Fridays we always have a LuLu’s Special Panini from Il Bagatto. It’s a crazy good sandwich on a Friday; it just makes us happy.

Where is your favorite place to go in NYC when you need creative inspiration?
Going out on a day trip to Ellis Island is amazing. It’s a very simple and obvious reminder of what makes New York City and this country so special. It’s really inspiring to hear all the stories of the people who came here just like us, except we didn’t take the boat.

This article was adapted from the original, which appeared in the July 2010 issue of Sky.

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