Candid photography at home is helping Swedes to sell houses

Documentary photos of family life are making their way into Sweden's house ads.

Think Sweden and you're picturing good design, impeccable furniture stores and general Scandinavian style. The twist though is that Swedes are apparently getting tired of polished presentation and often find housing ads to be generic and impersonal

To get around this, real estate agency Fastighetsbyrån has worked with the Swedish documentary photographer Minna Ridderstolpe to show daily life in a number of homes currently on the market. The photos have replaced the usual glossy pictures seen in real estate ads by instead showcasing everyday life in the homes on offer.

“It is clear that Swedes demand less superficial and polished housing ads," says Johan Vesterberg, press manager at Fastighetsbyrån. "The idea is to give a more personal view of the residence and the life in it (and) the initiative has already been received very well in Sweden.”

Minna's work often offers documentary family snapshots with no set ups or posing of any sort. Her work for Fastighetsbyrån is first in connection with the housing market.

"There's a general tiredness around the polished and retouched images that have long been shown in advertising and on social media," says Minna. "Instead, the families I meet have a desire to show off the reality and the uninterrupted everyday life in their photos. It feels exciting that this has now also reached the housing market."


We're gonna take a wild guess here and assume this isn't your average Swedish family

This might be a budding marketing photography trend for 2019 - find other visual predictions for the year ahead in our main feature.

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