Bergstrand crafts 'vintage' posters for Soho Beach House

13.08.2011
Soho Beach House is the latest private member's club, hotel and spa from the group behind Soho House and Shoreditch House, eschewing rain-flecked London for the glossy sunshine of Miami. For its launch, BBH commissioned Swedish illustrator Jonas Bergstrand to create a series of three posters that evoke the sophistication of the Cte d'Azur in the first half of the 20th Century and the feeling of simple luxury that the club aspires to.

Though beautifully reminscent of posters of that era, each was created entirely digitally in Illustrator and Photoshop. We caught up with Jonas to find out how he created them.

DA: What's your background?

JB: "I was born in Stockholm and still live here. In my mid twenties, I went to an art school here in Stockholm named Forsbergs Skola. Since Forsbergs only provided 2 years of education I was very lucky to start working as an assistant to my teacher Anders Lindholm after graduation. Under his wings I got further education and tons of support. Without him I would have been completely lost.

"My luck continued as a friend introduced my images to in London and they took me on board. I've been represented by CIA for about 10 years now. Time flies...."

DA: What was the brief?