Framing the Lens: Inside “Picture This” Stockholm, Scandinavia’s Photo Art Powerhouse
Stockholm has long held a reputation as a global capital for visual culture. While institutions like the iconic Fotografiska Museum dominate the waterfront, a major evolution has taken place just a short walk away in the creative district of Södermalm. What began as a premium digital platform and magazine has solidified into a physical marvel: Picture This Gallery, also known as the House of Photography.
Spanning a massive 750 square meters over a two-story layout, this space has established itself as Scandinavia’s largest commercial gallery dedicated entirely to photographic art. For travelers, art collectors, and local shutterbugs alike, it represents a bold new chapter in how we consume, experience, and acquire world-class imagery.
The Vision and the Space
The origin story of Picture This is deeply intertwined with Stockholm’s photographic royalty. The gallery’s powerhouse creative backing includes founders Jan and Per Broman—the visionary brothers who originally founded Fotografiska—alongside culture innovators Moon-Suck Song, Oscar Otteborn, and gallery director Pelle Höglund.
+-------------------------------------------------------------+ | PICTURE THIS GALLERY | | (The House of Photography) | +-------------------------------------------------------------+ | LOCATION | Sankt Paulsgatan 29, Södermalm | | ARCHITECTURE | Historic Monténska Huset / Tvålpalatset | | SIZE | 750 Square Meters (Two Floors) | | EXHIBITIONS | 6 to 8 unique curations annually | | TYPE | Commercial Art Gallery & Wine Bar | +-------------------------------------------------------------+
Rather than choosing a sterile, modern white-box venue, the team opted for deep architectural roots. Picture This is housed within the historic Monténska Huset (historically connected to the local Tvålpalatset or Soap Palace) located right by the bustling hub of Mariatorget. The contrast between 19th-century structural grandeur and cutting-edge contemporary imagery creates an immediate, palpable energy the moment you step through the doors.
Curation with a Global Edge
Picture This does not simply hang pretty pictures; it challenges boundaries. Operating on a model of 6 to 8 major exhibitions per year, the space seamlessly rotates between legendary international “masters” and emerging Nordic rule-breakers.
The Icons: The gallery has hosted major displays from world-renowned provocateurs like British fashion and culture photographer Rankin, alongside specialized showcases featuring pioneers like Sarah Moon and Erik Madigan Heck.
The Narrative-Driven: Its highly publicized inaugural physical show, On the Ending of Species by Swedish artist Helena Blomqvist, famously blended photography with intricate sculptures and installations to examine the natural world from a haunting, animal-centric perspective.
The Diverse Mediums: Curation frequently leans into the experimental, mapping out a visual timeline that ranges from classic mid-century documentary photography to modern collections exploring identity, memory, and the blurred lines of digital creation.
Democracy in Art Collecting
What truly differentiates Picture This from a traditional museum is its commercial mission: all exhibited art is for sale. The gallery functions as an expansive ecosystem designed to democratize art ownership.
While seasoned collectors can bid on investment-grade, limited-edition masterworks signed by legendary names, the gallery explicitly caters to everyday enthusiasts. Interspersed throughout their operations are smaller open editions, high-quality art prints, and books tailored for those operating on a more modest budget. It operates on the philosophy that great art shouldn’t just be viewed behind a velvet rope—it should live on your living room wall.
A Social Hub for Shutterbugs
True to Södermalm’s neighborhood identity, the House of Photography experience extends past frames and canvas. The venue boasts an integrated wine bar, transforming the gallery from a quiet place of observation into a vibrant, late-night social hub.
On Thursday through Saturday evenings, the space stays open until 10:00 PM, allowing visitors to sip a glass of natural wine while discussing composition, lighting, and visual storytelling. It provides a seamless transition for anyone looking to pair a deep dive into visual arts with Stockholm’s exceptional nightlife.
Plan Your Visit
If you are mapping out a cultural crawl through Stockholm, Picture This is an essential stop.
Address: Sankt Paulsgatan 29, 118 48 Stockholm (A short walk from the Mariatorget T-Bana station).
Hours: Open Wednesday and Sunday from 11:00 AM – 6:00 PM; Thursday through Saturday from 11:00 AM – 10:00 PM (Closed Monday and Tuesday).
Leave a Reply