In 1942, Gustavsberg opened the exhibition "Faience painted in spring" in Stockholm. The press screening of this exhibition was attended by a lot of journalists because an invitation card made of faience had been sent out, which can perhaps be considered one of the first ingenious PR strategies in the industry. These faiences became incredibly popular and have since become somewhat of a hallmark of Stig Lindberg's design. The forms were created by Stig Lindberg and Gustavsberg had a number of faience painters who painted these characteristic patterns.