Pernilla Belfrage

Creative director and visual storyteller.

I'm currently exploring storytelling at the intersection of art, tactility and sound by using VR technology. I create multi-dimensional, calming experiences where the audience is invited to participate and interact. The themes that inspires me are personal growth, interconnectedness and meditative states of mind. My on-going project is the VR and spatial experience "The Garden of Thoughts".

I've been working with my passion in life; visuals and storytelling since 2004. My work spans illustration, tactile art (textile design and hand embroidery), graphic design, web design and film to experience design and VR. I've been working with interdisciplinary projects since 2011; involving film, new technology, tactile art and audience engagement. In 2017 I started working with virtual reality. Over the years I've also organized workshops and given talks about my work.

The combination of different and sometimes opposite worlds has been a theme in my work and life. I love travelling and I've lived for longer time periods abroad. The journeys have been a huge source of inspiration to me. I now live with my family in a small village in the countryside of southern Sweden.

My studies include; Comic Artistry at Serieskolan in Malmö, Sweden (2003-2005), Documentary Filming at Fridhems Folkhögskola, Sweden, Web Design at Parsons The New School in Paris (2000) and Graphic Design and Art History at Lund University, Sweden.

Member of Svenska Tecknare (The association of Swedish illustrators and graphic designers).

Please contact me here if you´re interested in a collaboration, commission or if you would like to book "The Garden of Thoughts"!



"Pernilla is a hardworking creative force. She juggles the visual, tactile and technical dimensions with persistence and competence. Pernilla provides high-level professionalism and deliver even when time is tightened and pressure increases."

Jakob la Cour, Interactive artist and design consultant

"I know Pernilla to be a passionate and driven filmmaker and artist. She has a unique combination of business and creative skills, she is able to communicate her goals clearly and to handle the complexity of developing and financing simultaneously."

Cecilie Stranger-Thorsen, Festival and Innovation Manager at Nordisk Panorama Filmfestival



2 0 1 8 "The Garden of Thoughts" was nominated for the Best VR Award at the Pixel Film Festival, Malmö, Sweden (March).

F E S T I V A L S / E X H I B I T I O N S / C O N F E R E N C E S

2 0 1 8  The Conference, Malmö Opera, Malmö, Sweden (September 4-5th), VR Connect, Media Evolution City, Malmö, Sweden (June 12th), Galleri Format, Malmö, Sweden (May 25-27th), VR Sci Fest, Stockholm, Sweden (May 18th), Pixel Film Festival, Malmö, Sweden (April 21st), Future Tech Now, Virtual Reality Show, London, United Kingdom (April 5th-7th) | Financing Forum for Kids Content, Malmö, Sweden (March 13th) 

2 0 1 7  Stockholm International Film Festival, Stockholm, Sweden | VR meet-up, Hobo Hotel, Stockholm, Sweden | Nordic Nights - The Future at Dunkers Kulturhus, Helsingborg, Sweden | Nordisk Panorama Film Festival, Malmö, Sweden. 


2 0 1 8 Foresight Factory (trend agency), London, United Kingdom. I was invited to the agency's "The Creative Exchange" (a programme which invites innovators, experts and industry disruptors to share their ideas) to present my work and to discuss the connection between the physical and VR worlds, and the future role of VR in consumers’ lives. |  Financing Forum for Kids Content, Malmö Sweden at the Opening Industry Day - "NEW REALITIES – NEW WORLDS – NEW EXPERIENCES". I was one of 4 speakers invited to talk about how I work with VR in combination with installation and to show my VR-experience "The Garden of Thoughts". 

2 0 1 7  Nordisk Panorama Film Festival - "How we did it: VR as a performative space".  I did a 45 min talk about my VR-experience "The Garden of Thoughts" (Le jardin des pensées), together with Bjarke Pedersen, experience designer. |  2 0 1 7  Stpln, Malmö - Did a talk about my project and why I work with VR on a inspirational day for film and journalist students. |  2 0 1 4  Nordisk Panorama Film Festival - "Creating film through crowdsourcing". |  2 0 1 4  Kulturmässan, Malmö - "To embroider a film" |  2 0 1 2  Nordic Game, Malmö - Presentation and pitch.

P R E V I O U S  W O R K

I've illustrated and collaborated on eight childrens’ books, published by one of Sweden’s best known publishing houses; B. Wahlströms. The books were published between August 2009 and October 2013.

I also have a previous career, before I decided to follow an artistic path in life. I hold a master of science degree in international business administration (French alignment), with a major in marketing communication and design management from Lund University, Sweden. One semester of the studies took place at ESCP (École Supérieure de Commerce) in Paris, within the Erasmus exchange program. I worked for several years with marketing communication, project management and administration for clients like IKEA (Sweden and US), Martine Leherpeur Conseil (Trend Agency, Paris) and AREA (Textile Design company, New York).