Jenny Theolin

Founder. Curator. Experience Designer. Exhibition Producer. The person writing The Museum You Carry.

Curatology is built on twenty years of keeping two practices apart, and then deciding not to.

Jenny has created, curated and produced 15+ art, design, and photography exhibitions, including work for H&M Foundation and WaterAid. She has facilitated design thinking with Sveriges museer, produced the Arwidsson Talks conference at Moderna Museet, and run an innovation day at the Nobel Prize Museum. She has designed culture transformation programmes across six countries, built learning infrastructure for 1,500 leaders, and facilitated leadership experiences for audiences from intimate executive teams to 1,400 people, from the European Parliament to global fashion brands.

She is a firm believer the workplace needs more art. Not as decoration. As a way of seeing.

Jenny is the author of Dare to Facilitate, described by Creative Boom as a book that shakes up creative management. The Museum You Carry is her second book.

Jenny works globally from Stockholm.

“Jenny braves the difficult questions, has a sixth sense for when to change course, and has curated a toolkit of techniques that intuitively challenge participants to yield the greatest impact.”

– Myriam Haydes, Workshops Work Podcast


“Worked with Jenny on an innovation day at the Nobel Prize Museum. She got up to speed quickly and elevated the project several levels. Jenny delivers energy combined with a professional attitude.”

– Mikael Ritsfalk, General Manager, Strawberry Arena (former Unga Innovatörer)


“Working with Studio Theolin was a very reassuring process. The engagement was present all the way towards the goal.”

– H&M Foundation

Creative Partners & Collaborators

KATHARINE TRIGARSZKY
EDITOR & CREATIVE PARTNER

Katharine is a writer, editor, and translator whose work spans structural development and line-by-line craft. She has written for The Washington Post and The Telegraph, and brings the same exacting attention to other people's words as she does to her own.

JOHN AIRAKSINEN
BOOK CONTRIBUTOR

John Airaksinen is a serial entrepreneur and experience architect who has spent years exploring what happens at the intersection of psychology, creativity and AI. He contributes that lens to this project, writing about the objects that make us think differently.

BEN O’BRIEN
ARTIST-IN-RESIDENCE

Ben is a British illustrator who interprets people and places with colour, energy, and quiet optimism. Inspired equally by graffiti, music, and the contents of a grocery shelf, he finds the extraordinary in the overlooked.

JOHN & JULIUS SALON
CREATIVE PARTNER

Welcome to John & Julius Salong – a 154 sqm hidden salon designed for intimate, transformative gatherings of up to 20 people. The space is built for curiosity and connection; for those who wish to think new thoughts, meet inspiring minds and experience something just beyond normality.

Inside the salon you’ll find a stage for talks and performances, a music room for dance-floor moments, a lounge for mingling and dialogue, and a reflection room with yoga mats for slowing down. A few other surprises remain secret – revealed only to those who step through the door.

John Airaksinen is the mind behind the salon – a serial entrepreneur with a passion for psychology, creativity, AI and unusual experiences.

Alongside John is Julius, his AI partner – a creative collaborator that helps shape conversations, ideas and atmospheres within the salon.

BYWRTRS
CREATIVE PARTNER

BYWRTRS is a boutique agency founded in 2023, working at the intersection of storytelling, authorship, and education. It represents writers, speakers, and subject-matter experts – offering lectures, workshops, training, and curated events. A growing platform for voices and ideas that inform, challenge, and inspire.

JOZSEF DEAK
ARTISTS-IN-RESIDENCE

Jozsef (Däjak) is a Stockholm-based digital artist whose work collides pop art, medieval ornament, and everyday observation into something that refuses to stay in one category. His art is guided by curiosity and a deliberate lack of rules.

PETER SÖDERLIND
BOOK CONTRIBUTOR

Peder Söderlind is a researcher and author who has spent years studying what curiosity actually does inside organisations. He contributes that lens to this project, writing about what it means to stay genuinely open.

RUBENS FILHO
BOOK CONTRIBUTOR

Rubens Filho is a magician, facilitator and co-founder of Abracademy who has spent years studying what wonder does to the human mind. He contributes that lens to this project, writing about the objects that stop us in our tracks.

MATT C STOKES
ARTISTS-IN-RESIDENCE

Matt C Stokes is a Brighton-based illustrator and designer whose work spans editorial, animation, murals, and brand collaborations, blending playful imagery with strong narrative. His practice is shaped by collaboration, versatility, and a craft that moves fluidly across mediums.

Curatology is growing.

The advisory board is being formed. Guest curators and contributors are joining the project as the book develops and the methodology takes shape in the world. Each one brings a perspective that deepens the practice: researchers, practitioners, artists, and organisational thinkers who find this kind of work genuinely interesting rather than merely useful.

We will be announcing them here as they come on board.

If you want to be part of what this becomes, get in touch.

→ jenny@studiotheolin.com