Pappa | Photo Exhibition by Katarina Premfors

January 20, 2014

Last night went along to support a very personal photo exhibition by AirSpace Director Katarina Premfors. Here are photos of the opening night and a selection of images exhibited.

An active commercial photographer and photojournalist in the Middle East for more than twenty years, Katarina Premfors has long supported photography as a catalyst for positive social change.  Working with various NGO’s including UNICEF and Photographers for Hope, Katarina has put forth a variety of photographic essays focused on humanitarian initiatives, depicting sensitive issues that include HIV/AIDS, drug abuse and disabilities throughout the MENA region.

Communicating challenging and often emotionally charged subject matter is a task for which Katarina comes well prepared.  In this case it is no wonder she picked up her camera shortly after her father Kenth fell victim to a stroke in 2011.  A familiar and cathartic process for Katarina, documenting her father throughout this period was not only something that she felt was important to do; her father also encouraged her to take photographs. Her images recorded his progress in physiotherapy, a process he was determined to continue even after his cancer diagnosis.  Katarina continued to photograph her father through to his passing away, seventeen months after the initial stroke took place.

Pappa is a delicate and emotionally charged series depicting touching moments with Kenth and his infant granddaughter, his wife and children, portrayed alongside the daily challenges faced in the wake of a stroke and later following cancer treatments.  Tackling a subject seldom approached in conversation, Pappa visually explores the undeniable truths tied to our own mortality. Katarina celebrates each moment, valuing both the struggles and victories that occur within each day.

Opening night for Pappa will be January 19 from 7:30pm onwards.  The exhibition is free to visit and open to the public January 19 – February 22, 2014.


Images and content are © 2014 Katarina Premfors. All rights reserved. Do not duplicate.

Tags: Al Quoz, Al Serkal, Dubai, exhibition, GPP, gulf photo, Katarina Premfors, pappa, photography, UAE
Posted In: Dubai, Photography

My favorite brand of 2013

December 31, 2013

Toy manufacturer Hot Wheels® has to be my favorite brand of 2013. This was the year when I was reacquainted with the brand. My kids aren’t really old enough for the cars, but I was attracted to their Wall Track system because it looked like a great, new way to play with cars, so I bought it for my son. The last time I’d been impressed with HotWheels I was around 7yrs old, owned the cars with thermal colour change and rotating crash panels.

HotWheels® Wall Track

After the nostalgia of building and testing the track I decided to see what other products they have released recently. They have cars that once placed upon an iPad turn it into a virtual racetrack called apptivity. Another great new 2013 product is their Hot Wheels® Car Maker which uses industrial moulding techniques to mold your own cars. The idea, however, was nothing new to Hot Wheels®, they produced a similar toy in the 1970s called the Master Caster.

What I find interesting about the brand is that they have continued to innovate after all these years with the little die cast cars at the heart of all the creativity – they’ve build a world around them. The design teams still obsess over making the cars faster, introducing nickel-plated axles and other adjustments that reduce friction dramatically. Their design studio hold competitions for the world’s fastest car using their giant indoor track.

With all the digital distractions that children have Hot Wheels® continue to recreate the magic and reinvent what playing with die cast cars is all about.

Cool Hunting Video: Hot Wheels Design Studio from Cool Hunting on Vimeo.

Article by Mark Woodward, Owner & Creative Director, AirSpace FZ LLC

Further reading:



Tags: 2013, apptivity, car collectors, car maker, cars, die cast, favorite brand, favourite brand, hotwheels, HotWheels studio, master caster, nostalgia, toy brand, wall track, © Mark Woodward, ©AirSpace Studio
Posted In: Branding, Graphic Design, Toy Design

Can we go over the top on branding? Sure we can!

December 29, 2013

In an attempt to show their Christmas spirit at the Madinat Jumeirah amphitheatre , TNT donate a Christmas scene of what should be a train travelling through a snowy landscape, obscured by flags and logos of its brand. Disappointing and just a tad bit insincere.

Tags: 2013, christmas scene, Dubai, Madinat Jumeirah, TNT delivery
Posted In: Branding, Dubai, model building

Happy 42nd National Day UAE

December 2, 2013

View from our studio roof. Larger images can be found on © 2013 Katarina Premfors.

Tags: 42nd national, beach hotel, burj al arab, dubai celebrations, fireworks, Jumeirah, Katarina Premfors, national day, UAE, © Mark Woodward, ©AirSpace Studio
Posted In: Uncategorized

Congratulation’s Dubai

November 29, 2013

Photo: © 2013 Katarina Premfors.

Tags: burj al arab, congratulations, Dubai, expo 2020, fireworks, Katarina Premfors, UAE, © Mark Woodward, ©AirSpace Studio
Posted In: Uncategorized

Katarina Premfors Photography Book

November 13, 2013

Today Murali @ printers dropped off a book we’ve been designing for Katarina Premfors – Photographer. The book and print quality looks great as usual. Thx Murali and all at Modern Print Press.

Katarinas book is a testament to her diverse styles and extensive travel. Art, culture, life and business are captured from the MENA region and internationally. A must have for any Creative Director.

Tags: Arab world, corporate, culture, Dubai, industrial, Katarina Premfors, lifestyle, MENA region, modern printers Murali, photography, Photography Book, travel, UAE
Posted In: Uncategorized

12 Common Questions to Prepare Design Interns for Work

October 27, 2013

If you successfully land that interview, be prepared!

Here are some questions (in no particular order) that might pop up.

1. What design consultancies agencies you admire and why?

2. What design projects have interested you?

3. What designers do you admire? This does not have to be in you own discipline it could be an architect or writer that inspired you.

4. What is your opinion about design in the region/globally?

5. What concerns and issues drive you nuts? Have you thought how you would like to improve these?

6. What would be a dream project for you?

7. What would be a nightmare project for you?

8. What kind of design disciplines are you best at?

9. What kind of design disciplines are your weakest?

10. How do you normally start your design process after receiving a brief?

11. Can you draw? How do you articulate your ideas?

12. Why do you want to work for x agency?

At AirSpace our whole operation is centered around a team of people who love design and create great branding. We do lots of other stuff, but nothing beats enthusiasm from everyone involved.

When we are looking for potential candidates to join our team we are looking for enthusiasm, talent and passion in that order. If you are enthusiastic you can do great things, talent helps a lot, but we can teach you to become a good designer, and passion ticks more boxes for us because you are interested and involved in your job. Anyone who is in this just for the money need not apply.

Tags: assistance, career help, design, design careers, interns, interview help, job hunting
Posted In: Branding, Job Hunting

11 Top Tips to Starting a Career in Branding from AirSpace

October 27, 2013


We receive emails from students everyday asking for jobs or internships.

Mostly we respond to the students who do a little research and find out who they’re addressing and what we at AirSpace Studio actually do.

Here are our top tips for landing that interview with your preferred agency.

1. Create a strong portfolio of work that is well edited and focused on your target job. If you are applying for a designer position include design projects, NOT photography or work from your embroidery class, unless it is the best work ever. Furthermore, DO NOT include every project and application you have ever done.

2. Research the design, advertising and marketing industries in your city or country.

3. Find out what projects interest you.

4. Send an enquiry to that company about vacancies or internships.

5. Research the design/media company you are applying to.

6. Find out who to send your CV and portfolio to, and include a link to your portfolio.

7. Standout, get noticed, but avoid stalker-ish behavior.

8. Follow up with call or email a week later to check in with that company. They might be busy with no time to respond.

9. Connect with the consultancy/agencies on social media.

10. If you receive a reply, thank the company for their time.

As you can see it is mostly common sense and courtesy. When you are successfully granted that interview, be prepared! In our next post we will list some of the questions that might pop up.

Tags: branding career, design career, job enquiry, job hunting, top tips, ©AirSpace Studio
Posted In: Branding, Job Hunting

Stability International Brand

October 6, 2013

Posted In: Uncategorized

Branding for White Linen Interiors

October 3, 2013

Brand Identity and brand expression created for White Linen Interiors based in Dubai. More to follow from this project.

Tags: Alex Brock, Dubai, interior design, Interiors, White Linen, © Airspace, © Mark Woodward
Posted In: Branding, Dubai
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