In my shelf: Caroline Ringskog Ferrada-Noli

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In this blog series we visit Portal shelf owners in their homes. Today we visit Caroline Ringskog Ferrada-Noli. Caroline is a writer and director living close to the Betonggruvan showroom on Roslagsgatan in Stockholm. Soon, she and her family will move away from the Vasastan neighbourhood, so we quickly had to pay a visit to her and the Portal shelf in her kids’ room. 

Hi Caroline!
I’m a big fan of your podcast, En varg söker sin podd. You are so funny. Are you funny when it comes to interior decoration as well? What is interior decoration for you? 
I think interior decoration should be about honesty. Beauty is to be found in real life. Interior decoration has become too commercial, all about buying stuff. It should come from within and emerge from real life. You don’t have to consume “the right” stuff. That’s why I like this shelf. It’s a foundation that can evolve. 

What do you have in the shelf? 
Mainly children’s books. We read a lot. In the cabinet drawers we have stuff that the 2-year old can destroy the room with: scissors, pencils and colors. 
This is you kids’ room. How should one think when it comes to kids rooms? 
I think you should make it beautiful for the kids. Not childish. Just because they are kids and can’t spell doesn’t mean you have to have a misspelled sign. That’s ugly. You don’t have to worry about people not understanding that it’s a kid’s room, as long as there’s a kid living there. To dress up children to children and their rooms to “kids’ rooms” are a way to objectify them. 

In this apartment, my boyfriend and I have the small room. It’s wrong to give kids the smaller rooms. They need space to play. A kids room should be a place where they can make stuff. And reach stuff. 
Tell me about the doll house? 
The doll house is inherited from a colleague from a TV show I did. It came in a black garbage bag. The kids think it’s from Santa. 


In Caroline’s home we also find the “Lars Norén urn”. It used to be in Betonggruvan’s showroom, not for sale. When the writer Lars Norén came in and wanted to buy the urn I got so nervous that I said no. But when Caroline Ringskog Ferrada-Noli asked the same question, I said yes. Norén, if you read this: we’ll get you an urn as well.

Don’t miss Caroline’s new TV show “Amningsrummet” on SVT December 6th.
Thank you for having us Caroline!
Hyllsystem Caroline, 5690-8185 kr

In my shelf: Desiree Maurd

In this blog series we visit Portal shelf owners in their homes. Today we visit Desiree Maurd, PR pro who lives in Stockholm with her son.

Hi Desiree,

First of all, tell us about you!
I’m a mom, a PR professional and lover of books. 

We love your home! Who lives here?
The apartment is located in the Kungsholmen area of Stockholm and I live here with my son Nikolaj, 3 years old. 

Tell us about your home, and what you like the most about it.
It’s my first apartment with high ceilings (3 meters) which I really love. Also it has many windows which feels like a real luxury (except when it’s time to pay the heating bills). Josefine of Betonggruvan is a good friend of mine and she has made me dare to use color when decorating. I used to have all black and white before but now I really understand what makes a home feel cosy. Color! 

What’s in your shelves? You have two.
The bigger one in the living room is almost all books. I was a bit afraid that I wouldn’t fit them all but the loooong shelf over the kitchen entry makes the trick. I have a hard time throwing books away, every one of them means a memory. This means I have many embarrassing books, like the one about Sex And The City 🙂

Our second shelf is brand new and it makes my son’s small room seem bigger. It hasn’t been filled up yet which feels exciting, what things will work best on which shelf? Also the new cabinet drawers are great. A kid’s room tend to be a bit cluttered… 

What made you choose a Portal shelf?
Because it’s rare in the sense that it feels both timeless and super contemporary. Can I have one in every room, please?  

Buy Desiree’s kids room shelf HERE

Thank you for having us Desiree!

Betonggruvan söker E-commerce Manager

Betonggruvan befinner sig i en expansiv fas där utveckling av vårt hyllsystem Portal står i fokus. Vi är ett litet men tight team som älskar funktionell design och att hjälpa våra kunder att hitta de bästa lösningarna för just deras hem.

Hyllsystemet Portal är en komplex produkt med många delar, val och kombinationsmöjligheter. Vi arbetar hela tiden med hur vi kan erbjuda kunden hjäp och stöd vid köp av hyllsystemet.

Nu söker vi dig som går igång på e-handel och att hitta nya smarta vägar för att ge kunden en härlig upplevelse. Du är uppdaterad på de senaste trenderna och lösningarna inom e-commerce och growth marketing och tar en idé hela vägen till genomförande och lansering. Att identifiera och förenkla säljprocessen Ãr grunden i din roll men du kommer också att vara involverad i strategiska beslut kring produktutveckling baserat på vad kunderna efterfrågar. 

Vi tänker oss att du har:

  • Utbildning som e-commerce manager eller motsvarande kunskaper
  • Erfarenhet från en liknande roll och vana att driva egna projekt
  • Erfarenhet av att optimera och utveckla en webshop med dokumenterat resultat
  • Erfarenhet och vana av att optimera nyhetsbrev och digitala kampanjer
  • Goda kunskaper inom trafikdrivande åtgärder, kundbeteenden och att bygga lojalitet, konverteringsoptimering och kundanskaffning
  • Analytisk förmåga och kunskaper inom webbanalys och verktyg som Google Analytics och Adwords
  • Erfarenhet av att jobba med WooCommerce är meriterande
  • Kunskaper i html/CSS

Som E-commerce Manager hos Betonggruvan kommer du ha både stor frihet och ett stort ansvar, med möjlighet att påverka företagets framtid.

Du kommer sitta på vårt kombinerade kontor och showroom på Roslagsgatan i Stockholm. Tjänsten är deltid, 40% och lön enligt överenskommelse.

Skicka din ansökan till senast 25 juni men så snart som möjligt. Vi längtar efter att höra från dig!

Har du frågor om tjänsten är du varmt välkommen att höra av er till mig pà 0708-710 691 eller

In my shelf: Swantje Hinrichsen

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In this blog series we step into the homes of PORTAL shelf owners.

Today we are visiting a dear Betonggruvan favourite: Swantje Hinrichsen.

Hi Swantje! First of all, tell us about you!

I‘m Swantje, 39, a Germany based Art Director, Graphic Designer and Illustrator with a strong focus on Editorial Design, Book Design and playful visual Identities.

Both, my work- and interiorstyle are very graphic, colorthemed and conceptual and i love the fact that i can combine home- and worklife through these characteristics.

My home, my work and colors are kind of my therapy, they keep me stay true to myself, help me changing perspectives, charging my batteries and transfering my emotions and my thoughts.

They are my visual language and part of my DNA.

One month ago i moved to my very own Studio room, where i’ve aimed to have a bright color concept to. There’s a sofa inside as well to have some rests when i need them. Most of all i wanted it to be space where i feel home too, since i’m sitting an working there most time of the day. It’s called my »Buttercreamstudio« because the bright yellow walls look like a huge buttercream cake. =)

Shelving system PORTAL – SWANTJE II €350 – €734

We love your home! Who lives here?

My boyfriend and me. And maybe sometimes some imaginary friends too =)

Tell us about your house, and what you like the most about it:

Our house is an old one, from 1920 i guess. It has three levels and messures about 145 square meters. When you step into the entrance there’s a small hallway (the colorful one with the bikes hanging on the wall), from there you take the stairway up onto the first floor. There you find kitchen, dining- and livingroom and a bathroom. The second floor (under the roof) has a bedroom, a small balcony (and a room attached to it), a workspace/guestroom (we call it the »everythingroom«, cause we also have the clothesrack and the clothing cabinets in it) and another bathroom.

What i like most about the house is, that it has these original old floor in every room (except the bathrooms) and that it’s so calm inside. Sometimes i don’t like the »open living« since i like to be by myself a lot and therefore would like to close a door. But that’s just a teeny tiny small thing.

What’s in your shelf? And why did you choose to have it (your second Betonggruvan shelf!) in your kitchen?

We store some cooking books and breadboxes inside the cupboard with the doors and glasses with meal and stuff, some dishes and fruits in the open part. I chose to have another shelf of yours in the kitchen because i thought it just completes the kitchen interior perfectly with it’s warmth and »lightness«.

Shelving system PORTAL – SWANTJE II €350 – €734

Thank you for having us Swantje!

Buy Swantje’s shelf here.

Thrive at home: Ida Hansson

In Betonggruvan’s mini interview series we explore what makes people thrive at home.

Today we meet stylist and interior designer Ida Hansson, also known as @nordic_remake.

Ida is a maker and often shares DIY projects on her instagram. She lives with her family in a house in Umeå. Follow her and her creativity on instagram and read about her latest home project below!

Hi Ida!
What is your favourite item in your home and why is it so?

The last year we have expanded our old little house with a new hallway. The very best thing in my everyday life is therefore a site-builded wardrobe for our family of five. I love the feeling of making order and having simplicity in my everyday life! We even have a drying cabinet hidden in this wardrobe, a luxury with 3 kids that spend a lot of time playing outside in all different weathers.

How did it become yours?

It took us many hours, money and a lot of energy to make this long time dream come true, but its so much worth it. Our house is our life project, and a lot of things are still on our ”want to do list”… The best thing is to make this  together with my husband, we are a great team!

When do you feel your very best at home?

Saturday mornings with my second cup of coffee is one of  my very best moments in life. Time to calm down, relax and fill upp with new energy and creativity.

What do you want to recommend?

When you feel a bit shiftless and empty, take a silent walk in the nature and just let it fill you up with fresh air and undemanding inspiration. You never regret taking care of your health.