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Greta’s second promotional film: Konsum

In 1921, Greta Garbo starred in her second advertisement film to promote Konsumbagarn, “the Konsum baker”. The first one had been to promote PUB – a major department store – and it had been directed by Ragnar “Lasse” Ring, a director, scriptwriter and author. The same man would direct the second film as well and it was through him that Greta got the role.

The Swedish Co-operative Union was founded in 1899 when 41 associations came together to make the business owner’s position toward the customer more righteous. It tied together with the growing labor movement and one of the most important principals was to prohibit shopping on credit because the poor people simply couldn’t survive when their salary was spent on paying off overdue credits.

For most of the 20th century, “Konsum” was the main name for stores within the cooperative and there were several varations of stores – the Konsum bakary, the Konsum fish store, the Konsum canned food, the Konsum books and the Konsum restaurant. “Konsum” is a shortening of “konsumtionsförening” – “consumer society” – and it was coined in the 1920’s by a man named Nils Willner who is usually recognized as the father of the Swedish cooperative advertising. The reason why he abbreviated it? He thought it was too long and complicated.

The full promotional film that Lasse Ring directed is called, “Bageriet Hantverkaregatan 47” – the bakery on Hantverkaregatan 47 – and Greta appears in two short segements. The first segement was shot on the rooftop terrace of Strand Hotel in Stockholm and Greta can be seen consuming baked goods together with a few friends. In the scene, actor Lars Hanson can also be seen. Lars Hanson would later star with Greta Garbo in “Gösta Berlings Saga” (“the Saga of Gösta Berling”), “Flesh and the Devil” and “the Divine Woman” but when the promotional film was shot he was already an established actor.

The second segement was to promote Konsumbagarns (the Konsum baker’s) biscuits and the line “Konsum’s biscuits are a convenient and good packed lunch food” is used to advertise them. Greta and some friends are enjoying a picnic in the nature, once again eating.

Sources: KF, Wikipedia, Youtube

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Always Garbo visits Greta’s final resting place

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Originally shared on wordpress on 29th of April, 2020

In the summer of 2019 I spent a week at my brother and his girlfriend’s place. They just so happen to live outside of Stockholm and even before I arrived I knew there was one place in particular that I wanted to visit during my stay. My brother wasn’t up to it but my sister-in-law and her daughter kindly took me to Skogskyrkogården (the Woodland Cemetery) so I could fullfil a dream of mine – to visit the final resting place of Greta Garbo.

It just so happened that they had never been there either and the place is huge so we had a little trouble finding our way around. I knew that Greta’s grave is located in section 12A and we found a map so eventually we did locate it. First we went to the visitor center for some coffee and once there I damned myself for not bringing my wallet and money. They were selling books about Greta and postcards – luckily my wonderful sister-in-law let me borrow some money from her so I could buy one book and two postcards.

Once we were done at the visitor center we decided to find Greta. It was quite a bit of walk to the section we were going to – we parked the car by the entrance of the cemetery but there are parking lots further in and even bus stops since the place is so big. I didn’t mind the walk though, it’s a beautiful place. It’s surrounded by nature and monuments, and I definitely want to visit again.

When we got to section 12, we were a bit lost again. Where was Greta’s grave? We looked around but all we saw were the regular headstones and I knew what her gravestone looks like, I just didn’t see it anywhere.

Then I turned… and I saw something quite some distance away. It looked like a gravestone that was standing all by itself up on a hill. Was that it? I split from my sister-in-law and her daughter, and headed toward it. I walked rather fast and I’m not lying when I say that I was shaking a little when I walked up the steps leading to the burial site. I slowed down, called out that I had found it and then my attention was solely on that beautiful pink granite gravestone.

I stood there quietly for a minute or so and just stared. Greta would have hated my guts! I took a few (a lot) of photos to remember the moment by and then I looked around a bit, and talked to her. I don’t remember what I said but I was quite overwhelmed with adoration. I also felt quite weird, perhaps a bit disrespectful? Although I wasn’t in that sense, I behaved myself and didn’t disturb the peace – but knowing how Greta was and how she valued her privacy, it felt a bit wrong to gawk.

It was an amazing experience and definitely one of the highlights of the summer – one of the highlights of the year even! I definitely recommend a visit to Skogskyrkogården, even if you’re not a huge fan of Greta Garbo. There are other famous people buried there and the place is beautiful if you don’t mind the graves. I for one love cemeteries, I think they’re peaceful. So if you’re in the area, do stop by! I know that I will definitely visit again but next time I’m bringing flowers for Greta and perhaps a card with the names of Always Garbo’s followers!