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The lou Lou Lamp — A conversation with crème Atelier & YoYo Nasty

From an early prototype to a playful new design. We met with the founders of Crème Atelier and artist Johanna YoYo Welinder, also known as YoYo Nasty, to talk about their first collaboration, the Lou Lou Lamp. A meeting of art, design and creativity, bringing together bold patterns, playful details and innovative craftsmanship.

It has been almost a year since we first met the founders of Crème Atelier, Jacqueline and Lucas, along with their children, at their office in Nacka, Stockholm. It was a typical January day, with snow and slush covering the ground, news of cancelled trains, and darkness that seemed to take over most hours of the day. Fittingly, our meeting was all about the very thing you crave on a winter's day like that, light and lamps.

With a sense of excitement, Jacqueline brought out a prototype of a new lamp they were planning to create. It was something entirely different from their bestselling Soft Serve Lamp. Rather than resembling a delicious swirl of soft-serve ice cream, the prototype hinted at something more sophisticated in its silhouette, shaped like a cone yet still playful through its printed pattern. At the time, the prototype had no name. It was simply an initial experiment to explore what they might create next. What they could reveal, however, was that this would be their very first collaboration. The artist behind the pattern was Johanna YoYo Welinder, also known as YoYo Nasty.

Now, nine months later, we meet Jacqueline and Lucas again. The prototype has evolved and transformed, and the finished product is standing on the table in front of us. Named the Lou Lou Lamp, it differs from their previous designs by combining fabric with 3D printing. Its pattern features tigers, flowers and plants, and the lamp is available in three colourways, Blush, Midnight and Linen.

Jacqueline and Lucas look at the lamp much like they looked at their child during our meeting back in January. Like proud parents, filled with pride but also a little apprehension. Launching a new product is a big moment, especially when the ambition is to create something that lives up to the success of their previous bestsellers.

We also meet Johanna for an interview, although virtually, as she is at the airport in Paris. She tells us she is on her way to Mexico to attend the opening of her upcoming solo exhibition, I Got That Boom Boom Meow, at Galeria Casa Colon. It is clear that she has plenty of things going on at once, and perhaps that is simply part of being an artist, where creativity sets the pace.

What was your first reaction when Crème Atelier approached you about collaborating?

"I've been a fan of Crème for several years because of their playful, pop-inspired design language, which feels distinctive and unique. Their innovative technology is also really exciting. I love design, so the opportunity to create a lamp together with Crème felt incredibly exciting. They're a fantastic team, and I'm so happy they reached out."

In what ways do your personality and your art reflect one another?

"Humour, energy, eccentricity, power and cuteness."

Looking at Johanna, it is easy to understand what she means. She dresses in a mix of colours, shapes and patterns, combining sweet shades of pink with bold heels that exude confidence. Perhaps that is also why the tiger is such a recurring motif in her work. Johanna goes on to tell us more about the inspiration behind her art.

"Nature is an enormous source of inspiration. It is the source of our existence, full of wonder and endless beauty. My tigers, or Baby Nasty, are my most recurring characters. They embody a certain duality, sweet and soft, yet also wild and dangerous."

What does your creative process look like as an artist?

"I work intuitively and rhythmically. My process is largely driven by an exploration of colour, and I gradually build my visual worlds in layers. I like to remain open to whatever might happen on the canvas."

We end our conversation by asking why she goes by YoYo Nasty rather than Johanna.

"I like the way it sounds. I like the idea of creating your own identity, like a pop star or a cartoon character."

And she has certainly created an identity of her own. Once you have met Johanna, you are unlikely to forget her. To someone passing her on the street, she could just as easily be a pop star as an artist. Or why not a lighting designer? With the launch of the Lou Lou Lamp, she can now add that title to her list as well.