The idea behind Villa was born in 2010. Swedish gallerist Jonas Kleerup had observed a gap in the market between mass-produced posters and expensive art from established galleries. “Ordinary people”, who don’t usually visit art exhibits or feel at home at auctions – but still appreciate photography, modern art and design – had seemingly nowhere to go.

Jonas Kleerup teamed up with Kurppa Hosk and retail firm Boys Don’t Cry with the ambition to fill that gap.

The solution was a pop-up art store concept, touring the streets of Stockholm. The idea was to offer contemporary art, from well-established artists as well as rising stars, and sell it at affordable prices. In that democratic spirit, the retail design and the visual identity for Villa were created.

Villa’s first pop-up store opened in 2010 on one of the main shopping streets of downtown Stockholm. It was a huge success. Villa was awarded several prizes for Innovative art and shopping and also for design. Since then, Villa has continued to pop up once a year at different locations in Stockholm.

Kurppa Hosk helped develop a digital shop, making its art even more accessible.