Since its inception, Svenskt Tenn has championed Swedish craftsmanship and an elegant but understated and comfortable style. The shop itself reflects these values; Estrid Ericson commissioned the Functionalist architect Uno Åhrén to design the 1927 interiors which the newspapers praised, saying that this style had previously only been seen in stores in cities such as London or New York. Almost one hundred years later, the shop retains its modern, open, light-filled rooms.