News | Svensk Form and Form Magazine – on our way to Milan for the design event of the year

By on March 26, 2016

The design event of the year is soon here! Between April 12th and 17th 20 Swedish design companies will go to Salone del Mobile in Milan under the title #swedenplays. The exhibition #swedenplays is a collaboration between Business Sweden, Svensk Form, The Swedish Association of Architects and VisitSweden.

This year the architectural firm Tengbom was chosen to design and curate Sweden’s exhibition booth. Inspired by our Nordic forests and one of our most cherished value – playfulness – #swedenplays will be a tribute to celebrate that joyful approach which keeps the spark up during the hard work and long processes where innovation and creativity is made.The exhibition will display a range of products of Swedish industrial furniture, architecture and design. The colors and materials that are used have been developed through inspiration by our Nordic forest and nature – as well as the project has focused on providing a sustainable way of thinking.

Of course we will bring a brand new issue of Form Magazine, fresh from the printers.

The opening of #swedenplays takes place April 12th at 12 o’clock in Hall 10, Stand E23. Swedish Ambassador Robert Rydberg in Italy will inaugurate the exhibition.

Tree Talks:
April 12th at 5 pm – the talk will be focusing on the subject of wooden architecture.
April 13th at 5 pm – the talk will be focusing on the matter of color.

The exhibition for #swedenplays will contain the following companies: A2 Designers, Ateljé Lyktan, Business Sweden, By Rydéns, David Design, Fibers & Friends, Fogia, House of Dagmar, JI Jonas Ihreborn, Johanson Design, Nola, No-Sir, NTK, Ogeborg, Pholc och TreCe.