Georg Sandman's Concert In A Bun

By Alixandra Rutnik Posted on Jun 18, 2020

One Club Member prototypes a brilliant way to invite new visitors into a revered concert hall

During lockdown, we asked our One Club Members to share their recent projects with us, and we received A LOT of great responses– We love to see what our members have been up to, so don't forget to send us your cool work post-quarantine too!

Georg Sandman is a One Club Member and a design student at The Bergh School of Communication in Stockholm. He has shared with us Concert in a Bun, his latest school project which fuses hot dogs with music. We interviewed Georg to find out more about his cool school project and to learn how he stumbled upon this hot dog idea.

So how did this idea come about?

I took design and art direction during the last term at school and the brief was very open. The professor told us to develop something we enjoyed doing during our time at school, and perhaps work with an old project or immerse ourselves into something new. I knew I wanted to do something that would make people happy.

This was pretty hard and I had to think for a long time. In between brainstorming sessions, I went for walks around our school to get rid of the headache.

Close to my school is our famous Stockholm Concert Hall, where the Nobel Prize Ceremony is held. I thought that talking to the staff at the reception might give me some inspiration; perhaps they had a problem they were struggling with? It turned out that they had a couple. One issue caught my attention — a majority of the visitors were elderly people from the city center. When I thought about it, my friends and I had never been to a concert in the building.

When I left the building, I saw the hot dog stand where we usually get lunch. I saw an opportunity– a bridge the two, but I did not know exactly how to do it. I got a hot dog and I realized that you get it served in a small napkin that resembles a ticket, and that’s how I got the idea to get new visitors for the concert hall.

What exactly would people receive when they bought a hot dog at the stand?

"I am certain that the hot dog-concert combo is killer."

I want the hot dog-buyers to get their food wrapped in a ticket to the concert hall. The ticket will be valid for a lunch-time concert the same day, and the doors to the concert hall will be open to the new visitors during the whole performance. I hope that this generous offer would open up this alien world to me and a lot of other people, and in the long run, make the concert hall familiar and desirable to more people.

I am certain that the hot dog-concert combo is killer.

What was your first step in fleshing out this idea?

The first step was trying to figure out the design by myself, with a pencil and paper. Then I talked to a lot of people — friends, teachers, and of course the receptionists at the concert hall.

The concert hall recently got a cool new logotype and it comes in a lot of different versions. It resembles a conductor's dynamic movements. I would like to add a lot more sausage posters where I play around with the logo, definitely one with mustard.

As a design student, where does your motivation and inspiration come from?

I get my inspiration from the people that surround me. I try to talk to a lot of different people and be interested in what they have to say. I often find that people who have habits very different from mine give me great new perspectives. Before attending school, I was working as a social worker, and not wanting to go back to that life gives me 100% motivation — this stuff is a little bit more fun.

Any new school projects?

Now I'm working on a new innovation to help tackle climate change. The fashion industry is polluting a lot and we need to make sacrifices to make things better.

I’ve done quite a lot of research and I found an interesting article that explains how a Chinese scientist has developed a cheap way to collect carbon dioxide in porous materials. With this information, I went to a scientist at KTH Royal Institute of Technology asking if this method could apply to cotton. He told me it was possible.

Right before the corona-crisis, I started putting up posters at KTH University trying to find a partner to help me develop this new material. I will try again soon when the schools open back up!

Meanwhile, my fellow copywriter Olle Landerberg and I have been trying to promote our new material. We decided to make a cardigan out of it. What makes this fun is that there is a Swedish word called “Offerkofta,” which directly translates into the “victim’s cardigan.” It is a term used to indicate that a person or group assumes the role of the victim.


One Club for Creativity Members get featured here on the One Club website and across our social media channels. Have a new project you'd love to share? An upcoming exhibition and you'd like us to help spread the word? Drop us a line at




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