Fredrika Frykstrand
Art director & Graphic designer


Pluralistic Ignorance


Pluralistic Ignorance is a soundwalk built on the interaction between strangers, taking place at Kulturhuset in Stockholm. The term pluralistic ignorance means accepting a norm based on the belief that everyone else accepts it too.

The 13 minute long soundwalk was live streamed through a webpage at certain times during the exhibition. Participants needed to bring their smartphone with access to internet and a pair of headphones.


During the walk the participants got to experience breaking social norms and stepping outside their comfort zone. You can listen to a montage of selected parts of the audioguide here.

Besides the soundwalk we designed folders, stickers, and a matching shelf for the exhibiton.

The project is a collaboration with ⤳ Jacob Landahl.

Soundwalk voice by: Isabelle Larsson Knobel