Sweden is back at the Salone Internazionale del Mobile with ‘Swedish Design Goes Milan’ and the exhibition #swedenmingle

After last year’s success, Swedish design will once again be in the limelight of the Salone del Mobile with a collective exhibition of 15 companies and four designers from the Swedish design scene. The new project, coordinated by the famous architectural studio White, collects mixed styles and new materials based on experimentation and a shared commitment to sustainability.

Swedish Design goes Milan brings a blended exhibition of traditional Scandinavian style and design based on new technology and materials, curated  by the internationally renowned architectural studio White. The exhibition showcases sofas, chairs, stools, rugs, fabrics, lighting, flooring, sound and other items created to be used, re-used and long-lasting;  design for generations. The use of local raw materials and recycled materials is combined with research for functionality for every single item. This is a typical Swedish mind-set, a model and a lifestyle.

“We wanted to highlight the Swedish awareness of environmental issues, choice of materials, focus on origin and quality. All participating exhibitors contributes to this in different ways. We chose the name “Mingle” because of its meaning of mixture, mix, blend, but also the social aspect – to meet and exchange. Our goal has been to create a warm and inviting atmosphere, a meeting place for new ideas and collaborations . The design of the stand illustrates the mix, to overlap, compensate, change, blend and unite to create and form oneness and togetherness” says Annika Grottell, architect at White.

The selected items include sound absorbers made of moss, rugs made from 100% recycled plastic bottles, upholstered furniture and wooden objects mixed with other reusable materials, completely biodegradable fabrics, reclaimed wood flooring, paints without fossil fuels and many more. Objects that care about both the environment and the people. Design that makes sound choices.

This philosophy unites the entire composition consisting of the companies Astrid, Balzar Beskow, Bjelin, David Design, Färgbygge, The Freedesk, Grythyttan Stålmöbler, Hans K, Jonas Ihreborn, Layered, Minus Tio, Nordgröna, Pappelina, Pholc and Urbanears, as well as the Swedish designers showcased in our mingle lounge; Lisa Hilland, Malin Glemme, Marie-Louise Hellgren and Saša Antić.

“Swedish design is appreciated around the world. In fact, 70% of the production today is exported to other European countries, USA, Australia, Asia etc. There is a steady international increase of interest for Swedish products, quality and innovation, which is the reason for us to be present here in Milan, year after year. With a compostion of some of the most well-known brands to some of the small-scale and up-coming players, Sweden Design goes Milan hopes to give a glimpse of Swedish design of today and of what Sweden has to offer” says Linda Fisti, project manager for Swedish Design goes Milan at Business Sweden.

A part from the exhibition, there will be several occasions to meet with Swedish architects, designers and opinion leaders in the stand during the week. On Tuesday an official inauguration by the Swedish Ambassador Robert Rydbert will be held for press and customers. Each afternoon Tuesday-Thursday at 15:30 “Talks+aperitivo” will be hosted by Architects Sweden where interior design and architecture of today and the future will be discussed.  Join us for these events in our mingle lounge, a place where to meet, chit-chat, exchange ideas, relax and recharge the batteries while sipping a Swedish coffee. For more details about our events, please see below

White is one of the most important architectural studio in Scandinavia. Founded in 1951 with the aim of improving the quality of everyday life through design, it has always stood out for respecting the environment and all over the years it has worked in 50 countries in Europe, North America, Asia and Africa. www.white.se

Swedish Design Goes Milan 2017 is an initiative by Business Sweden, in collaboration with the Swedish Embassy, Svensk Form and Architects Sweden. Other partners are VisitSweden and Southern Sweden Creatives. The project is one of several Swedish initiatives in Milan, all with one common mission - to shed light over Swedish design and architecture, create meeting places, share our stories, meet and learn from people around the world.

Business Sweden ’s mission is to help Swedish companies to reach their full international potential and foreign companies to invest and expand in Sweden. www.business-sweden.se

Svensk Form is a non-profit membership association appointed by the Swedish government to promote Swedish design in Sweden and abroad.
www.svenskform.se

Architects Sweden is a professional organization for architects, interior architects, landscape architects and spatial planners with 12 300 members (including more than 2 000 students). www.arkitekt.se

For additional information please contact:

Elisabeth Somp, Head of PR at Business Sweden

M: +46 70 594 82 00 E: elisabeth.somp@business-sweden.se

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Business Sweden är en sammanslagning av Exportrådet och Invest Sweden. Vi gör Sverige mer attraktivt att göra affärer med. www.business-sweden.se