Design that elevates the music

Simple form, smart function, and an expression that lets the music take the spotlight. Gustav Ebertsson’s vinyl holders have quickly become a favourite – a design that showcases the album cover neatly, visibly, and ready to play.

Function meets form

Gustav’s creative drive has been with him for as long as he can remember. His early interest in finding his own solutions followed him into his teenage years, when restoring mopeds and motorbikes became his first projects – and eventually a natural path towards studying entrepreneurship.

When the 3D printer entered the picture, he finally found a tool that matched his pace and curiosity. It enabled him to take an idea, turn it into a prototype, and refine every detail until form and function aligned perfectly. Soon, an old idea from a friend resurfaced: the thought of letting the vinyl record itself take pride of place on the wall.

“I like music, I like design, and I realised I could combine the two. There were similar solutions around, but I wanted something more minimalist – clean lines, simple function, Scandinavian form.”

The result was a holder that presents the record on the wall. At its core, the innovation is simple: a way to display vinyl records and keep them easily accessible whenever you want to play them. But it’s the details that make the difference: a self-adhesive backing that can be removed gently, a plant-based material produced in Sweden, and a shape that makes it easy to slide records out sideways when it’s time to listen.

A detour showing the way

It’s easy to assume that a good product will find its market straight away. But sometimes a detour through Hamburg, Munich, and Berlin is needed before things become clear. Once Gustav had built momentum at home – customers appreciated the solution and the feedback was consistently positive – he felt ready to try his wings on a larger stage. With that in mind, he packed his car with prototypes and headed south. Germany seemed like the right destination, not least because of its large and loyal vinyl community. But in shop after shop, the pattern was the same: after a few seconds of inspecting the product came the unmistakable conclusion: “nein, danke.” On the plus side, he experienced three cities up close. On the minus side, the German shopkeepers proved impressively consistent – 56 shops, 56 refusals.

Even so, the tour turned out to be important. It made it clear that the new generation of vinyl buyers was back home in Sweden – where younger music lovers are happy to buy physical music, build record walls, and keep their album covers proudly on display. The vinyl market continues to grow by around ten per cent each year, and digital fatigue is noticeable: many want to see the music as much as hear it.

Around the same time, the collaboration with SmartaSaker began to take off. The first order was for 20 units, then 40, then 50 – and now many more.

“I think SmartaSaker is the only place selling them that isn’t a record shop. That’s great – it means the product reaches people who enjoy clever solutions, not just music nerds.”

Design that keeps evolving

The first hooks were printed in small batches, and much of the finishing work was done by hand. Today, production takes place in much larger volumes, using more durable materials and a backing that is easy to mount. The plan going forward is simple: refine, scale smartly, and hold on to what works.

Production has also grown steadily with demand. The hooks are now made in the hundreds – still in Gustav’s flat, which has gradually become more workshop than home. And all signs point to both the product and the “factory” continuing to grow.

Tips for other innovators

 Don’t overthink it. Until an idea meets the market, everything is just guesswork. It’s better to try straight away than to spend too long thinking.
 Listen to the customer. How someone uses your product may differ greatly from how you imagined it yourself. Every customer interaction is therefore worth its weight in gold – it provides insights that help you understand their needs and shape the product in the right direction.
 Don’t be afraid to ask for help. There are plenty of people who are happy to support you if you just ask.