The two head architects were Gunnar Asplund and Sigurd Lewerentz. Through the 1920s Asplund had been one of the principal figures of the Neo-Classicist Swedish Grace style. But here, in 1930, Asplund’s style takes a dramatic turn into stripped-down functionalism. Especially conspicuous was the Paradise Cafe and the Entry Pavilion, with its exposed steel frame, airy expanses of glass, and dramatically lit at night. Above the fair a towering advertising mast stood with an electrically lit version of Lewerentz’s “Flying V” logo.