Jenny Theolin
Jenny Theolin is the founder of the Museum of Organisational Culture and the creator of Curatology, a new methodology born from 25 years at the intersection of exhibition design and organisational culture.
The Museum of Organisational Culture is the world's first institution dedicated to organisational culture as a curatorial subject: its artefacts, rituals, and inherited practices of working life. Jenny founded it on a simple observation. Organisations produce culture constantly. Nobody is collecting it.
Curatology is what happens when two decades of keeping two practices apart finally collide. 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 also 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.
Curatology brings these two practices together. It is how the museum thinks, collects, and curates.
The Museum You Carry is Jenny's second book, and a proof of concept for what the methodology can do. Her first, Dare to Facilitate, was described by Creative Boom as a book that shakes up creative management.
Jenny is a firm believer the workplace needs more art. Not as decoration. As a way of seeing.
She 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.
SOPHIE SHAW
BOOK CONTRIBUTOR
Sophie Shaw is the founder of House of Cultural Curiosity, a narrative design studio working at the intersection of culture, community, and human experience. With a background in museums and theatre, she designs experiences for clients including the United Nations and the Natural History Museum London.
STINA PERSSON
ARTISTS-IN-RESIDENCE
Stina Persson is a Stockholm-based illustrator whose work spans advertising, fashion, beauty, and branding. Using ink, watercolour, and cut paper collage, she creates work that is tactile, vibrant, and distinctly her own. Her clients include Nike, Louis Vuitton, Absolut Vodka, and L'Oréal.
JULIAN OBUBO
BOOK CONTRIBUTOR
Julian Obubo is a partner and DEI lead at Manifest, the first PR agency to earn Blueprint status for racial diversity and the first to retain it. He has spent years watching how organisational culture actually forms, and asking who has historically been allowed to shape it.
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.
ALBERT BENGTSON
CREATIVE PARTNER
Albert Bengtsson is an award-winning entrepreneur, speaker and co-author of Principles of Intrapreneurial Capital who has spent years studying what intrapreneurship looks like inside large organisations. He brings that lens to this project as a creative partner – and with him, a community already thinking about transformation from the inside.
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.
CAMILLA WALLANDER
BOOK CONTRIBUTOR
Camilla Wallander has led Berghs School of Communication for more than a decade, developing the creative talent organisations will need next. She contributes that lens to this project, writing about what art does when it enters the workplace deliberately.
JOE MACLEOD
BOOK CONTRIBUTOR
Joe MacLeod is the founder of AndEnd, the world's first customer ending business, and the author of two books on why endings deserve as much design thinking as beginnings. He contributes that lens to this project, writing about the things organisations leave open that should have been closed.
TASH WILLCOCKS
ARTISTS-IN-RESIDENCE
Tash Willcocks is a Manchester-based designer, illustrator, and typographer whose work spans communication design, public art, and education. Her practice is shaped by a fascination with the everyday – noticing what others walk past and making it worth looking at.
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.
PEDER SÖDERLIND
BOOK CONTRIBUTOR
Peder Söderlind is a researcher and author of Edge: Create a Curious Organisation (in Swedish) 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.
GABRIELLA RINGVALL
BOOK CONTRIBUTOR
Gabriella Ringvall is a neuroleadership expert and founder of &thebrain AB who studies what workplaces do to the people inside them. She contributes that lens to this project, writing about what the office is quietly saying.
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.
Photo: Robbie Quinn
