We love food, interior and lifestyle


In January 2000 Pia Borg and Helena Karlsson established Choice, a small but well formed photo agency. The idea was to handpick photographers and stylists who were not only the foremost in their genre, but also charming, professional and a pleasure to work with.

Our focus on food, interiors and lifestyle makes us unique on the Swedish market and our small size means that our client receive individual and custom-made solutions where flexibility and personal engagement is at the heart of what we do.

Choice also offers production service and is happy to find the best team for each particular production. Whether you simply need us to find a studio and order your catering or require a fully managed and budgeted project, we will approach the task with the same enthusiasm. The agency has many long-termed relationships and the clientele is rich and varied. All assignments are welcome, no matter extent or size.