“Adding that artistic streak, taking everyday items and giving them that design DNA – that’s the key to the Kosta Boda success,” says Magnus Andersson, CEO of Orrefors Kosta Boda AB. It was the former, Orrefors, that first brought about the design expression today known as Swedish Grace, as designer Simon Gate won the gold medal at the 1925 International Exhibition of Modern Decorative and Industrial Arts in Paris. “It was huge. You have to remember, we were cavemen back then compared to the European aristocracy and the big design houses of Italy, England and Russia,” says the CEO.