SERIF

2009



SERIF
The purpose of this study, financed by the EU, was to try new strategies for counteracting segregation problems in the local community and to highlight the potential for innovation related to unique competences in the immigrant population. As an innovative approach to the question why immigrant entrepreneurs have such difficulties starting new businesses in Sweden, artistic strategies were used as business development tools in search for a more dynamic and exploratory process. For this reason, several artists were also invited to collaborate with the immigrant entrepreneurs that participated in the project. One of these collaborations involved the co-production of Jan Cardell’s interactive sculpture “Hejaklacksmaskinen” (”the Cheer Leading Machine”).

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Hejaklacksmaskinen, when shown at the 2009 UEFA European Under-21 Championship in Malmö



... and on the cover of Glänta Magazine


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