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Swedish Design Goes Milan #swedenplays

Colours and materials from the nature are the cornerstones as Swedish Design goes Milan during the Salone del Mobile with the project #swedenplays.

Sweden’s furniture, architecture and design is influenced by immense forests and a sustainable mind set. Fine craftsmanship and strong entrepreneurial spirit together with a permeating playfulness provide ground for novelty. We like new ideas, and we are quick to identify and spring new trends and movements.

In fact, the curators Tengbom, one of the leading architectural practices in the Nordics, have found inspiration not only in our forests, but also in one of our most cherished value — playfulness. Abundance, security and rooted democracy give us the freedom to invent, to push the boundaries and to experiment. Hierarchies, money and material success are not celebrated as much as humanism, entrepreneurship and sing-a-long. The name of the project #swedenplays is a way to celebrate that joyful approach, that keeps the spark up during the hard work and long processes where innovation and creativity is made.

The products range from sofas and chairs to rugs and lighting and will be showcased in a framing of colours and materials from the nature; wood, textile, glass and metal. Some products question deep-rooted conceptions, some experiment with materials, others present a new approach. The exhibiting companies include A2 Designers, Ateljé Lyktan, Bsweden, By Rydéns, David Design, Fibers & Friends, Fogia, House of Dagmar, JI Jonas Ihreborn, Johanson Design, Nola, No-Sir, NTK, Ogeborg, Pholc, TreCe.


Salone del Mobile Hall 10 E23
12-17 April

Tengbom was recently dubbed the 4th most innovative architectural practice in the world 2016 by Fast Company—‘for developing the future of architecture in real time’. www.tengbom.se

Swedish Design Goes Milan 2016 is an initiative by Business Sweden, in collaboration with the Swedish Embassy, Svensk Form, Swedish Association of Architects and VisitSweden.

www.business-sweden.se www.svenskform.se www.arkitekt.se www.visitsweden.com

For additional information, contact:

Elisabeth Somp, Head of Media Relations at Business Sweden

T: +46(0)72-540 93 38 E: elisabeth.somp@business-sweden.se

Business Sweden’s purpose is to help every Swedish company to reach their full international potential and companies abroad to reach their full potential through investments in Sweden. We help our customers through strategic advice and hands-on support. Business Sweden is owned by the Swedish Government and the industry. Business Sweden was founded on the first of January, 2013, by a merger of the Swedish Trade Council (Exportrådet) and Invest Sweden.

14 March 2016