The Lost Art of Cowboys
Exhibition design
As Sweden’s trotting heritage risks fading away, this project reimagined its legacy through a modern pop-cultural lens – reviving the spirit of the Swedish Cowboy, where humans and horses share deep bonds shaped by nature, grit, and tradition. Blending archival material, personal stories, and contemporary storytelling, the experience reignited a disappearing cultural identity, sparking renewed relevance, media attention, and emotional connection across generations.
iF Gold Statement
This exhibition on Swedish trotting culture explores more generally the bond between humans and horses through immersive yet largely analog storytelling. The craftsmanship is meticulous, the atmosphere deeply emotional. It reconnects visitors with a relationship that has shaped human civilization.
Client / ManufacturerDesign
ATG
Stockholm, SESvensk Travsport
Stockholm, SEGullers Grupp
Stockholm, SEDate of Launch
2025
Target Regions
Europe
Target Groups
Consumers / Users