The initiative is part of our assignment, which is aimed towards growing small and medium sized companies by increasing international sales. Companies have the opportunity to showcase their products and we contribute with our network. Our ambition is to make Swedish industry as attractive as possible and promote Swedish companies, says Kristofer Svartling, Trade Commissioner and Country Manager Business Sweden.
Our stand, which is inaugurated by the Swedish Ambassador to Italy, Ruth Jacoby, showcase the modern Swedish working place; a meeting point in constant evolution, using technology to be able to work anywhere in the world, no matter the distance. Sustainability, ergonomic, technology and innovation is the centrepiece in the concept but also the importance of taking breaks, meet and inspire each other in order to be creative and grow. Every afternoon Svensk Form will arrange Form Talks on above topics in the stand. The exhibition is curated by Nyström Persia, based in Stockholm.
Communicating with international press is a cornerstone of Swedish Design goes Milan, with the objective to highlight Sweden as a creative and sustainable country. Foreign journalist and bloggers are invited to the Swedish stand to see the exhibition and meet the Swedish companies.
Participant companies: A2 Designers, Ateljé Lyktan, Baux, Bea Szenfeld, BSweden Belysning, NUD Collection, Gemla, Glimakra of Sweden, Jangir Maddadi, Kolormondo, Lintex, Lisa Hilland/LK Hjelle, Lith Lith Lundin, Made and Merged, Offecct, Officeline, Okko, Radja Sound Design Agency, Ready Made, SAS, SCA TORK, Skultuna och StableTable. Därutöver medverkar följande partners: Architonic, Björk Brasserie/Saxhyttegubben, Forbo and Valchromat/Fredricsons Trä.
The Furniture fair in Milan is the largest international summit for industry representatives. Last year the fair in Rho had 140 companies present and over 300,000 visitors.