Every year, the assignment to design the Greenhouse exhibition area goes to a profiled design studio. This year, the assignment went to Form Us With Love. Axel Norlander has been responsible for the project, but he is careful to emphasize that the entire team has contributed to the final product.
Axel Norlander, Project Manager, Form Us With Love
“We are very pleased, primarily with the collaboration with Stockholmsmässan and everyone involved. The ambition was to create a meeting place where young designers are given the opportunity to expand their network. We wanted to put the exhibitors and their projects in the spotlight. Based on the feedback I have received, it seems we were successful.”
We asked Axel Norlander, who finished his own studies at the School of Industrial Design in Lund two years ago, to offer some advice to today’s design students.
“Take maximum advantage of your time as a student. Absorb as much knowledge as you can from the other students and your friends. And when you apply for jobs, be honest about your strengths.”
Studio Bey, Cecilia Xinyu Zhang and Sigrid Hägg
Cecilia and Sigrid met at a Master’s program at HDK Academy of Design and Crafts in Gothenburg. Today, Cecilia lives in Bergen and Sigrid in Copenhagen. Their company, Studio Bey, is largely managed online; they send each other files and talk on Skype. With varying frequency they meet IRL, for example when developing prototypes. They were recently named Rising Star Of The Year by the newly established Editors’ Choice Award, which offers tangible confirmation that their partnership is working.
“Greenhouse opens the door to many possibilities. This is our first exhibition and we have already started discussions with producers we met here. For us, this is really serious business.”
Johan Åkerström, Darling Design
In 2013, Johan Åkerström decided he needed a change of environment, so he packed up all his belongings in Gothenburg and moved to the skiing mecca of Åre. He holds a degree in Mechanical Engineering from Chalmers University of Techology and is also a trained industrial designer, and he has designed everything from bags to a hotel at a Sami tourist attraction along the Storulvån river in the mountains of Jämtland. At his stand at Greenhouse, he is presenting a world premier.
“With Illuminated, I am challenging the existing socket standard and the entire lighting market. It is a standard that changes the relationship between the fitting and the source of light. Resource-efficient, sustainable and open to many different areas of use. Many people walk by and do not understand at first glance what they are looking at, but when I explain that it is the light connection of the future, they are interested. I have collected an entire bag of business cards.”
Mathilda Perem, Friends Of Handicraft
The high level of Swedish design education was well illustrated at the Friends Of Handicraft School’s stand, where three of the students who graduated in the spring displayed their work: Maki Fokine, Karina Süptitz and Michaela Jonsson. “Michaela in particular has received a lot of attention,” said Friends Of Handicraft School’s Marketing Coordinator, Mathilda Perem, who was at the stand when we stopped by.
“We have had lots of visitors, both other interested craftspeople and students. We are here primarily to present our organization and recruit new students to our school.”
Canadian Thom Fougers has his own design studio in his home town of Toronto. The furniture store Mjölk, is also located there and run by a married couple, John and Juli Baker. The store focuses on Scandinavian and Japan design.
“Since I find Scandinavian and Japanese design so inspiring, I contacted John and Juli. I also delivered a product to them – a stand with tools that are intended for smaller fire places. They recommended that I apply to Greenhouse.There are so many ideological and geographical similarities between Canada and Scandinavia, I really feel at home here.I have had discussions with producers here at the stand and when I have been out walking around in the other halls, so I hope that this really leads to something.”
Julie Carl, VIA Design, Denmark
Julie Carl is one of the 12 design students displaying her products in VIA’s exhibition in Greenhouse. VIA is a design academy in Denmark and its exhibitors represent a mix of students in their final year and students who graduated last spring.
“It is naturally exciting and a little bit nerve-wracking to display what we have learned during our five years at the school. Luckily, the feedback has been positive, and we have received a lot of praise. The feedback here is the hard truth, and it is extremely useful for us to step out into reality and get an idea of where we stand.”
Do you want to exhibit in Greenhouse 2017? Follow this link for more details.