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PERNILLA BELFRAGE

CREATIVE DIRECTOR

I create multi-dimensional experiences where the audience is invited to participate and interact. Since 2017 I’ve been exploring experience design at the intersection of art, tactility and sound by using VR (virtual reality) technology. My first VR project was the VR and spatial experience "The Garden of Thoughts”, that premiered at Nordisk Panorama Film Festival in September 2017 and was on tour in 14 different locations, in Sweden and in the UK, until November 2018. Read more about The Garden of Thoughts here. In 2019 i designed the VR installation “Glänta”.

I started my own creative business in 2004 and my work span illustration, film, animation, tactile art (textile design and hand embroidery), graphic design, web design to experience design and VR. I've been working with interdisciplinary projects since 2011; involving film, new technology, tactile art and audience engagement. From time to time I also do inspirational 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 and meeting people from around the world has been an important source of inspiration to me. I love the energy in big cities as much as the peacefulness in the countryside. I believe that the magic happens when different worlds meet and experiences are shared.

My art and film studies include; Comic Artistry at Serieskolan in Malmö, Sweden, Documentary Filming at Fridhems Folkhögskola, Sweden, Web Design at Parsons The New School in Paris 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 a talk.

R E F E R E N C E S

"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. She exhibits stability and loyalty."

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 Film festival

 N O M I N A T I O N S

2 0 1 8 "The Garden of Thoughts" was nominated for the Best VR Award at the Pixel Film Festival, Malmö, Sweden (March). Received the jury´s special mention (April).

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 9 Bästa Biennalen Galleri Format, Malmö (Oct 19-20) Biblioteken i Vaggeryds Kommun, Miliseum, Skillingaryds Bibliotek, Vaggeryds Bibliotek (July 2nd-August 20th 2020)

2 0 1 8  Gnosjö Bibliotek, Gnosjö, Sweden (Nov 12-16) | The Conference, Malmö Opera, Malmö, Sweden (Sept 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. 

S P E A K I N G

2 0 1 8 Gnosjö Bibliotek, Gnosjö, Sweden. “About The Garden of Thoughts” Did an artist talk about The Garden of Thoughts, describing how I work with VR and how I developed the concept. VR/AR Meet-up, Malmö, Sweden. “Creating a moment of calm” In this talk I described my creative process and shared ideas on how virtual reality can be used to reduce stress and to enhance our senses. Foresight Factory (trend agency), London, United Kingdom. “How to make VR meaningful” 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 do an inspirational 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. | 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 A N D C A R E E R

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.

Here are some more examples of my work in the past.

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 and ESCP in Paris. 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).