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Blå Station, Zero, Ateljé Lyktan and Kasthall will be unveiling new designs in Milan. Offecct is launching a permanent showroom in Navigli, where you’ll find the “Lifecircle” chair Phoenix, named after the mythical bird that rises from the ashes and designed by adopted Swede Luca Nichetto. Nichetto is also collaborating with Ben Gorham on an installation with the 158-year-old Murano glass manufacturer Salviati in a 700 sqm space in Ventura Centrale.

Watch out for the ground-breaking experiments with sewing in wood and aluminium by Färg & Blanche in collaboration with the flooring carpet brand Bolon at Teatro Arsenale in 5vie district. There will even be newly composed music woven into the sculptures.

The Teatro Arsenale is also the venue for the Swedish Design Moves launch party, and the three late-night dinners offering food from different parts of Sweden. And don’t miss the work from ten alumni of the Beckman College of Design at via Lanzone 7.

Other Swedish Schools can be found in Ventura Lambrate, next to their international counterparts. The studio Form Us With Love will conduct prototype workshops in 5vie at Monzini Raboni studio from Tuesday to Friday morning, alongside key creators working in design, architecture and fashion. In 5vie Folkform will be collaborating with a traditional book-binding studio. And there’ll be plenty of internationally renowned names, such as Monica Förster, Front and Claesson Koivisto Rune, working with brands around town and at the fair. At Arflex’s showroom, there’ll be a special display celebrating 10 years of collaboration with Claesson Koivisto Rune, and the trio’s own brand, Smaller Objects, will also be presented.

To see some new talent, head to the Salone Satellite. This year it marks 20 years of showing new designers, with a special exhibition at Fabbrica del Vapore. You’ll also find student shows at Ventura Lambrate, as well as smaller brands and the Ikea micro festival exploring the future living room.

"Milan is all about meeting the right people and strengthening your brand. We are glad that this year’s official resources are aimed at emphasizing the Swedish initiatives taking place all around Milan. Thanks to the Swedish Design Moves programme, we have some extra muscle to help spread the message across the world for over the next four years of the new moves of Swedish design. This drive started during Stockholm Design Week. Now we continue in Milan and in September we move on to Paris,” says Ewa Kumlin, CEO Svensk Form


-“The temperature of Swedish furniture and interior design is high right now, and the word of today is ‘thoughtfulness’. The only way forward is to produce furniture and interior solutions that are environmentally friendly in all aspects. Since 80 % of the products’ environmental impact is decided in the design phase, it is very important to make considerate and weighed choices right from the start. In total, this creates an inspiring, sustainable and innovative environment for furniture production,” says Cecilia Ask Engström, TMF, The Swedish Federation of Wood and Furniture.

Sweden is one of Europe’s most stable furniture industries and enjoys stronger growth than most countries in these challenging times. Sweden is also one of the few European countries where local production has increased during the past ten years. Our design history is deeply connected to our rural heritage. Some of our strongest design brands have their roots in the Swedish countryside, where nature is a great source of materials, of inspiration and of a deep understanding of quality of life for this generation and the next. More producers are bringing an environmental awareness to their work that generates added value and international competitiveness.

The Swedish Design goes Milan exhibition, led by Business Sweden, sees 18 exhibitors coming to Milan with innovative ideas for interior design based on experimentation and a shared perspective on sustainability. A series of design talks will take place on the stand in collaboration with Architects Sweden and Svensk Form. Swedish brands including Blond Belysning, Blå Station, Bolon, Hästens, Karl Andersson & Söner, Kasthall, Lammhults, Offecct, String, Swedese, Zero and Örsjö will be presenting new work at their stands, mainly in halls 6 and 13-20.


– “To anyone with the slightest interest in architecture, it is clear that something has happened in Sweden. For the past ten years, numerous small offices with high-quality production have established themselves in the country. Most are well represented in international media today, a clear sign that Swedish architecture is of higher quality and more vibrant than it has been for many years,” says Charlotta Holm Hildebrand, director of industry at Architects Sweden.

At Salone del Mobile in Milan you’ll meet several prominent Swedish architects such as White Architects, Kjellander Sjöberg, Tengbom, Claesson Koivisto Rune and Marge Architects. They are some of the representatives of the change in Swedish architecture that has taken place the last years.

Annika Grottell at White architects has curated the exhibition Swedish Design Goes Milan under the theme Mingle. This will be a lounge where visitors can hang out, meet up and discuss ideas and Architects Sweden will host three talks. On Tuesday, the discussion is about interior architecture today and tomorrow. On Wednesday the theme is the fast-changing world of wooden architecture. Finally, on Thursday, they discuss what’s changing in contemporary architecture, why it’s changing and what we can look forward to.

The movie Woodland Sweden – part of an exhibition with the same name – will be shown at the fair and at Teatro Arsenale. Sweden has a long tradition of building in wood and today that tradition goes hand in hand with more experimental wooden architecture. 

At Teatro Arsenale there is also information about the upcoming worldwide digital exhibition, Democratic Architecture. The concept is anchored in the Swedish tradition of creating open and democratic spaces in buildings as well as in public spaces. These modern values are especially important in a time of increasing segregation, challenges around migration and environmental threat.


– “Swedish fashion is Sweden’s fastest-growing export industry and comprises 11% of Sweden’s total export. Through the creative entrepreneurship of fashion designers and brands, quintessential Swedish values such as democracy and inclusivity are communicated to a global audience. As a young fashion nation Swedes feel free to challenge the sometimes archaic systems of fashion in regard to sustainability and new technology. Most recently the up-and-coming brand HAAL presented the first virtual reality show during Fashion Week in Stockholm AW17. We are so pleased to be able to share this pioneering presentation with visitors to Salone del Mobile in Milan,” says Emma Ohlson, secretary general of the Association of Swedish Fashion Brands.

– “A new creative energy went through the Fashion Week Stockholm 2017, with innovative fashion designers lifting fashion to another level, new talents offering an open, gender-bending look and a streetwear scene bringing yet another accessible dimension. When the political climate hardens, borders close and walls are built, fashion wants to be a strong and free counterforce,” Susanna Strömquist, fashion journalist, Dagens Nyheter

The fashion brand COS, of the H&M group, has been a regular at Salone del Mobile, with its immersive installations. This year it has joined up with Studio Swine to create a multi-sensory experience in the Cinema Arti, a blossoming sculpture that offers a moment of contemplation. The multidisciplinary fashion house Acne Studios is about to open its own shop in Brera, Milan, and students from Beckman School of Design will arrange a prototyping workshop in collaboration with by Form Us With Love.

Look out for the new Campus chair, specially created by the furniture company Lammhults together with the fashion brand Hope. Another example of the meeting of two creative and multicultural minds is that between fragrance creator and founder of Byredo Perfumes, Ben Gorham, and Luca Nichetto, who both live and work in Stockholm.  Their collaboration is an installation in Ventura Centrale with Murano glass factory Salviati.