Customers, picture researchers, contributors and history buffs alike can all find themselves totally immersed in and fascinated by our archival collections. Offering an enthralling and sometimes intimate window into our past, we can all agree that it’s impossible not to experience some kind of emotion when looking at images from times gone by, whether it’s with curiosity, nostalgia, humour or empathy.
Archival image libraries are crucial in keeping our history alive, preserving vital and important images for present and future generations. While it’s true a photograph can be interpreted in many ways, photographs often provide a more solid and reliable record of the past, since an image in and of itself doesn’t lie (at least the large majority that are pre-Photoshop and pre-AI don’t!).
Here at Alamy we’re proud of our extensive archive collections which cover a huge variety of subjects and time frames, and it’s time to start highlighting some of these fantastic collections. In the first archival spotlight of which we hope to be one of many, we’re excited to feature one of Sweden’s most renowned archival image collections – Classic Picture Library. I was privileged to gain behind-the-scenes insight as I spoke to the collection’s owner Jonas Sjöberg, whose passion for his work in managing and digitising his collection is clear to see.
For half a century Jonas has been building the picture agency and archive, which spans a range of subjects from both World Wars to ABBA. He described to me how the collection started: ‘It began with preserving the work of individual photographers— acquired directly from the photographer, purchasing them to ensure their legacy endured. But the archive grew beyond that. I found myself salvaging entire collections left behind, abandoned by time or circumstance. Some of these archives come from closed-down publishing houses, whose archives might have otherwise been lost forever. Piece by piece, through dedication and a bit of hard work, my picture collection evolved into what it is today: a rich tapestry of creativity and history.’
Alongside the outstanding condition of its contents, Jonas also explains that the carefully preserved chronology of the images is what sets it apart from other libraries. Series of photographs have been structured meticulously to illustrate the journey of the photographers’ work over days, months and years. Jonas believes that archives which have been organised in such a way ‘open a window into specific time frames and allow us to explore in a comprehensive way times like the events of the 1940s and 50s, or the spirit of the 1960s.’
Digitising and Preserving Physical Archives
When it comes to digitising the collection, the library is so vast Jonas admits that there won’t be a point in his lifetime where every image will be available online. Rather than digitising A to Z as a museum might, Classic Picture Library take a client-focused approach, prioritising specific projects as they come instead of attempting digitisation en masse.
Jonas estimates that ‘only a small percentage—perhaps 10 to 20%—is online, with the vast majority, 80 to 90%, still offline, waiting in the wings for its moment.’
As well as being client-focused, deciding which content takes priority is a process close to Jonas’ heart. He explains how he’ll focus on images with a strong historical foundation which come with an interesting, authentic story, because these backstories are key to him in protecting the soul of the image alongside its visual influence. After selecting images which fit these criteria, he will then prioritise image quality, and finally, images with international appeal; ‘ones which resonate beyond borders and speak to a global audience. It’s a deliberate, story-driven approach’ he says.
Customers looking for images which aren’t online yet are welcomed by Classic Picture Library. Jonas describes his genuine love of rummaging through the archives to unearth pictures that deserve a chance to be seen again, and tells me that ‘one of the most exciting aspects of the archive is that even though much of it remains offline, customers can absolutely reach out via Alamy with requests for specific subjects that haven’t been digitized yet. I encourage anyone with a specific vision or curiosity to reach out—whether it’s a rare historical moment, a unique subject, or just a hunch about what might be tucked away.’
The Work of KG Kristoffersson
Some of the important content that Jonas has prioritised in digitising is the work of KG Kristoffersson (1918-2011), a legendary Swedish photographer. Jonas enthusiastically tells me that ‘his work brilliantly captured the essence of history in the making. He had an unparalleled eye for pivotal moments. His left-behind archive that I now own offers a rare, authentic glimpse into decades past.’
Kristoffersson’s prestigious collection encompasses historic events, everyday life and celebrities, and his work was published on the covers of numerous international magazines such as Life magazine and Picture Post. He was instrumental in shaping photojournalism in the late 1930s and 1940s, and it’s estimated that there are about half a million images taken by him, all now owned and managed by Classic Picture Library.
Classic Picture Library Highlights
When asked about the one image that everyone should know about in his collection, Jonas chooses a photograph taken on the day the news broke that Germany had lost World War Two. Taken in Stockholm, Jonas finds the image compelling in the way it captures Sweden at such a monumental turning point for Europe and explains that ‘it captures a nation that remained neutral during the conflict yet was profoundly touched by the war’s ripple effects. The photograph immortalizes a classic moment: office workers in the buildings lining the street hurl paper and empty wastebaskets in a jubilant shower, a spontaneous outburst of euphoria that mirrors the continent-wide significance of peace restored.’
Jonas is also keen to highlight that not only does this particular image stand out for its historical value, but it also captures and illustrates the enormous effect this European milestone had on the Swedish nation.
People of Stockholm celebrate the end of World War II. Men and women are pictured walking on Kungsgatan on the day peace was proclamed in Europe. Sweden May 7 1945. Taken by KG Kristoffersson
The image rights of the vast majority of Classic Picture Library are owned by Jonas, meaning that these images are exclusive to him and won’t be widely available elsewhere. He says of these images that ‘they carry a singular authenticity and rarity because they’re held solely within my archive. That’s what makes them so exciting to share—they’re not just photographs, they’re one-of-a-kind windows into the past.’
And when asked subsequently about which set of images he finds the most remarkable, Jonas immediately refers again to KG Kristoffersson, and a series taken during his stay in Great Britain in the autumn of 1945.
These images, Jonas explains, capture the pivotal postwar period in England and Wales, and simultaneously reveal both the wounds of war and new optimism at this fascinating moment. Jonas describes the series: ‘From quiet countryside scenes to the resilient spirit of the people rebuilding their lives, his work offers an intimate, outsider’s perspective on a historic turning point.’
Looking to the Future
Jonas strives to upload content as often as possible and shares with me details of his next project. ‘I’m really excited about the next batch I’m working on for licensing. It’s a delightful mix of pictures spanning different decades, offering a little something for everyone. Among them, though, I have to say the images from the 1950s are my personal favorites. There’s just something about that decade—its timeless charm, its postwar optimism—that resonates widely and makes it so popular.’
Jonas tells me that the importance of the Classic Picture Library ultimately lies in its pure authenticity. It provides a glimpse into past events, people, fashion and daily life and unlike other archives, remains relatively lesser known. This is part of its charm because, he explains, ‘some of the photos haven’t been widely published making them fresh, untapped treasures. What sets the collection apart is that much of it has stayed intact, just as it was when the photographers and previous archivists first created it. It hasn’t been rearranged, divided, or curated into smaller fragments; instead it retains its original form.’
Like a visual timeline viewers can walk through, the archive unfolds, capturing both grand sweeping moments and small everyday details which so often resonate with us the most.
Discover the Classic Picture Collection on Alamy here, and remember if there is something you can’t find, reach out and we can ask Jonas if he has it!
We hope you enjoyed the first of what we hope to be many fascinating looks into our archival collections. Check back soon and make sure you’re following us on Instagram to catch the next archival spotlight.