Creative director


Fredrik Magnusson studied at Konstfack (University College of Arts, Crafts and Design, Stockholm) and Art Center College of Design (Pasadena, USA). He graduated in 1995, and then went on to work as a designer at Electrolux. This gave him a taste for success, but also forced him to realise the basic problem that industrial design has to grapple with – the lack of collaboration between departments. The desire to find different ways of working led to the start of the now world- renowned design agency Propeller.

Propeller is active in the specialist area of industrial design and has scored many successes in the field of product design; every project always closely connected to the clients brand. In many cases, the success factor has been the fact that the agency has worked across departmental borders, often in the form of direct contact with the client’s advertising agency. In order to eliminate any eventual pitfalls,
Propeller frequently works through internal project groups. Using visiting international designers is also part and parcel of the Propeller approach. The company’s goal, at all times, is to create commercial products with appealing design. Propeller’s design philosophy can be summarised as ‘form, function and sales in harmony’.

Clients include:

Asko, Doro, Electrolux, Microsoft and Scania.