Curated: 23 observations, trends, learnings from 23
from personal observations to cultural happenings
Hey, you all,
HNY! Auste is here, and I am so happy to see so many new readers signing up for the newsletter.
I thought to reintroduce quickly! Hi, hej, hello, ciao, hallo, labas, welcome to Playground, an honest, opinionated, and curious newsletter written, curated, and published by me, Creative Director, Strategist, and Founder of studio playground, Auste Skrupskyte Cullbrand. Working with creative projects for over a decade and being a curious explorer myself, I realised bringing creativity to life is what I love doing most. So Playground is a dedication to that.
Expect content about creativity, culture, communication - thoughts, ideas, curations, recommendations, opinionated observations, essays, conversations, and more.
Playground is written and published in Stockholm, Sweden, except if travelling, but with a take on Europe and the world. A few months ago, I became a publisher, and launched studio playground's print magazine, which is an extension of this newsletter Playground! Our Instagram is also a fun place to hang out at.
What an end of the year! We published the magazine (hint hint, we have only 38 copies left in our stock, out of 500, so grab one now if you were waiting for it), we then hosted a launch party in Vilnius, one of the year's highlights. But onto that below! Since those last months were so intense, my reflections are happening now, so here are 23 things from 2023, from what I've learnt, appreciated, enjoyed, and noticed.
PERSONAL OBSERVATIONS & HABITS
Grey sky
Weather discussions are unavoidable. It’s (almost) every conversation starter, be it in real life or digitally. Mostly, the complain about the lack of sun and grey sky. But I have to say, I am grateful for the rain, grey sky, and gloomy days. Without them, this year would not look the way it was. At all. We would not have launched studio playground, Playground magazine and allowed to pause in-between when needed. I am grateful for those days and little distractions, and I could write an ode to the grey skies of 2023.
Getting obsessed about music albums
I leapt into a new music-listening habit this year—shifting from random songs stumbled upon here and there to immersing myself in one album at a time. I've come to appreciate the depth of an artist's or band's music, as well as the thought process involved in crafting an entire album, from songs orders to the visuals. My absolute highlight was Romy's debut album Mid Air. I got so into it that the entire Playground magazine Issue 1 was literally created while listening to it.
Deep reading
Not merely reading and ticking off a list, but investing time in books and articles. This is a habit I began a few years ago, but I refined it even more this year. I always keep a pencil handy while reading. After finishing a piece, I take a moment to sit with it, review my notes, and transcribe them all.
My favourite non-fiction books when it comes to creativity, communication, design, and work culture this year were: Design as an Attitude by Alice Rawthorn, Offline Matters: The Less-Digital Guide to Creative Work by Jess Henderson, The Creative Act: A Way of Being by Rick Rubin, Show Your Work!: 10 Ways to Share Your Creativity and Get Discovered by Austin Kleon, The Culture Map: Breaking Through the Invisible Boundaries of Global Business by Erin Meyer, The Making of a Manager: What to Do When Everyone Looks to You by Julie Zhuo.
Attending film festivals
Spending enough hours researching the programme, then booking tickets to a few. The quality of movies seen consistently exceeds expectations, the crowd is curious, and even reading through the programme and watching trailers gives many insights into current themes and ideas captured in cinema. Check your local film festivals!
Memoirs as audio books
I received this tip a while ago from someone who insisted I listen to Michelle Obama's book since it's narrated by the author herself. I was initially skeptical about audiobooks, so I disregarded the recommendation. However, this winter holiday, feeling fatigued from screens, I decided to give audiobooks another chance, and a memoir seemed like the perfect choice (though I still struggle with fiction in audio format). Most of memoirs, especially if they're new, are narrated by the author, and it truly enhances the story, adding a somewhat cinematic quality and a genuinely personal touch. Will definitely listen to more this year.
Trust gut feeling
I have written about it in one of the previous newsletters, but the itch inside is right almost, really, ten out of ten times, no matter the matter.
IDEAS & DISCUSSIONS
Cancel Culture discussions
Something that occupied my thoughts quite a bit this year was Cancel Culture. This is probably due to the podcast “The Witch Trials of J.K. Rowling” I've been listening to and, later, watching Dream Scenario. Both are very different— one is investigative journalism, and the other is fiction. Yet, they both explore similar and important topics around cancel culture, freedom of speech, and existence. I recommend them both, as they're packed with fruitful ideas.
TRENDS
Bows everywhere
Acne Studios “iconic pink holiday bow” in their New York store 
Tekla’s Copenhagen store by Ray Atelier. 
Zara Home by Centa Project This Christmas bows got everywhere. Big, and small; red, pink or white; one colour, or in different ones. Truthfully, many fashion collections in spring and summer used bows, yet this Christmas bows seemed unavoidable, to the point that Acne Studios called their own bow the “iconic.” See Acne Studios, Tekla, Zara Home.
Here are just a few other bow examples, from Patter, florists Midsummer, or influencers. Won’t bother with more, but our saved folder is full of bows! Will they hold on for 2024, will we see them in spring, maybe Easter too? To be continued.
Green everywhere
I wrote about it after going to Milan Design Week here; then something happened that I see green everywhere since. Neon/ bright green was definitely in many places. I even caught three bright green cars in Stockholm in late December (in one day), which is certainly unexpected for a country that produces cars almost only in different shades of grey.
Content Online
Newsletters are the current trend! Reflecting on my online journey (since 2009!), it started with forums, transitioned to blogs, then social media, podcasts, and now, newsletters. What's next? Only time will tell. However, it's essential to remember that people follow you for your content, ideas, and insights. The ones who truly appreciate your work will do so regardless of the platform—it's all about the substance. Concentrate on cultivating ideas and maintaining quality because while platforms may change, your loyal community of readers, listeners, and fans will endure. This interview offered a great perspective on the newsletters. Embrace the evolution!
WORK HAPPENINGS
Launching creative & communication studio
It's not even a year since I launched studio playground, but I've already written about its first six months here. We've grown, I've grown, and I'll aim to do an honest behind-the-scenes wrap-up for the first year in March once again.
Publishing a print magazine
This is indeed very recent news, and I am still in the process of understanding how the new role is shaping up, being both a publisher and the editor-in-chief and creative director behind the magazine. I am learning a lot and am happy to share anything that might pique your curiosity about it. One thing I can confirm is that if all goes well, two new issues will be released this year! You can read more about it here.
Make a plan for events and conferences to visit
The only way to go to more industry events is to plan and schedule them in your calendar. Events only started to bounce back last year, and I am sure it will bounce even more this one. I love meeting people, reconnecting, and learning new things, so I look forward to seeing how it goes. So far, I have planned to prioritise and go to 3 Days of Design in Copenhagen and Indiecon in Hamburg. We shared some design events here and creative events here last year (keep in mind that the dates are for 2023, not 2024).
Learn note taking, editing, and pre-working
If you enjoy taking notes and have a wish for preserving what you read, listen to, or come up with, I highly recommend this book. While I haven't mastered its techniques entirely, it has significantly enhanced my day-to-day life and work.
Interviewing people I respect, appreciate, and admire
Creating a magazine provides the opportunity to connect with individuals I deeply respect and follow avidly. In the first issue of Playground, all the interviews, including a comprehensive conversation with one of my favourite writers, Emma Gannon, are conducted by me. We delved into topics spanning creativity, work, and everything in between. You can exclusively read our interview in the print edition of Playground, and explore more of Emma Gannon's work through her fantastic newsletter.
< Me and Emma Gannon > after an interview in her home in East London, photo by Ayesha Kazim LEARNINGS
Capture behind-the-scenes content
I believe there's a universal curiosity about the people behind projects, their journey, and the reality beyond the glossy end product. Understanding the processes allows us to appreciate that the final result is the culmination of collaborative efforts. To offer glimpses into this journey, I've increasingly turned to using a film camera for those unique, behind-the-scenes snippets. We all got phone by our sides too, capture what others won’t see, I believe long term this content is as valuable as the end result.
Meetings and events in-real-life
Events in person has been the absolute highlight. From curating and planning events to styling and celebrating with both new and old friends, each moment was approached with sensitivity, resulting in beautiful happenings. Here's to more of these experiences this year, for us, our partners and clients. Cheers to what lies ahead! Here is a beautiful snippet from our magazine launch event, and below from our client project.
From Atelier100 showroom launch event in London during London Design Festival and London Fashion Week, where myself, Auste work as a Creative Lead. Photo by Syd Farrington
Invite, invite, invite
When it comes to events, the guest list is everything. A follow-up tip for you or your brands: invite, invite, invite, and that your event experience starts from the moment you invite. Thanks to a friend's recommendation, I'm currently engrossed in a fantastic book about gatherings and thoroughly enjoying it. The Art of Gathering: How We Meet and Why It Matters by Priya Parker.
Diversify your channels
In the ever-changing landscape of platforms and algorithms, brands are constructed not on a single channel but through a myriad of creative and strategic activities. Engaging in diverse avenues is key. The same principle holds true for individuals; it's unwise to rely solely on one channel. I often ponder the MySpace story, a reminder that everything can change overnight. Always diversify and adapt.
PEOPLE
Mentor and be mentored
I've been mentoring for four years, with a total of eight mentees. Despite always feeling short on time, the conversations with those eager to learn and seeking feedback have consistently been highlights. It's a fulfilling experience that expands your mind and offers fresh perspectives. This year, gaining a mentor in magazine making (you might be reading ;) ) has been an absolute highlight. Sometimes, you just need to bounce ideas off someone who's been through similar experiences. I have a talk/essay on mentoring ready, pitched it to a few places, and might publish it here too. Our industry needs more mentorship!
Team, clients, collaborators & kindness
Grateful for the team, collaborators, clients, and all relationships. This year, I met people from diverse backgrounds and countries, both online and offline. What continues to resonate is that, despite our differences, we all share the common goal of making the world a better place in our own ways. People are kind—let's respect each other.
YOU, and your feedback!
Thanks for sticking around, reading, and supporting what I do. I am looking into the plan and strategy for this newsletter. It would be a massive help if you could share what’s been the most valuable and interesting from this newsletter, or even our magazine? In depth essays, and reflections, curations, tips on communication, trend overviews, interviews? Anything! Would you like it to be more niche, or you like the span of different topics? You can comment on Substack, or simply reply to this email, it would help a lot!
A bit of a cheat, but the absolute highlight for me this year has been marrying my best friend and love, Magnus, surrounded by our families and friends. While this newsletter doesn't usually touch on personal matters, you might notice my surname change. I am now Auste Skrupskyte Culbrand. The decision to change or add to my surname has been a lengthy thought process, one that I could write a long essay about. <3 Just wanted to mention this in case you noticed my name little surname change. :)
Thank you for reading! I am looking forward to hear what you’d love to get from Playground during this year!
Until the next one,
Auste
Whoa, I got deeper than expected with your observations, really interesting!
From your 2023, I thought about broad trends from the year that'll probably continue in 2024:
- a range of shifting emotions in a changing world;
- a desire for deeper and closer engagement;
- changing media & online consumption as a result, which has led to newsletters and podcasts with longform content bringing much more cozy satisfaction amongst a growing number of people;
- documentation of processes, hence stuff like behind-the-scenes content, which bigger fans appreciate, and learners get important insights/tips/tools to try themselves;
- a growing appreciation of environmental appreciation (maybe why green is everywhere!), and nostalgia;
- a desire for balance and connection, and a move (whether deliberate or coincidental) away from the big social networks...Yet that balance and connection still appears fragmented, as a concerned and confused and maybe fearful public tries to find their feet on shaky ground.
I enjoy reading about what people have learned or witnessed in retrospective lists like yours. But it doesn't usually hit in quite the macro way as this. Thank you for your curiosity! :)
Love all of this.