This September, the London Design Fair will welcome the UK launch of Swedish Design Moves, a four-year programme to promote awareness of Swedish design, architecture and fashion around the world.

From 21-24 September 2017, visitors to the London Design Fair (part of September’s month-long London Design Festival) will be able to discover Swedish Design Moves first hand at the Swedish Design Pavilion – in partnership with Southern Sweden Creatives. Southern Sweden Creatives is a three year project supporting small and medium-sized cultural and creative companies from southern Sweden to grow internationally (currently the largest export-related project for the cultural and creative industries in Sweden) and will bring 11 design companies to exhibit at the pavilion. Lead project partner from Southern Sweden Creatives for the Swedish Design Pavilion is Form/Design Center - a hub for knowledge and inspiration in form, architecture and design.

All 11 exhibiting designers hail from Skåne and its trend-setting capital Malmö, currently seen as one of Sweden’s leading design hotbeds. Providing exhibition space for these forward-thinking, hot young designers, the Swedish Design Pavilion will highlight some of their boldest, most innovative design work. There will also be the opportunity to try Swedish food and drink at the Swedish Design Pavilion, including fika – the all-important Swedish tradition of enjoying coffee and cake with friends. 

For more information


For further details on visiting Sweden and how design shapes the country and its people, go to



Angela Maini, Felicity Thompson, Claire Stokes and Ellie Walshe from the Visit Sweden team at Four Communications: visitsweden@fourcommunications.com

Ami Hovstadius and Elin Priestman at VisitSweden in the UK:
ami.hovstadius@visitsweden.com / elin.priestman@visitsweden.com