Salone del Mobile, Hall 10, E23


“Sweden mingle”


a mix of innovative furnishing ideas based on experimentation
and creativity
Milan, 4-9 April 2017, Pavilion 10 E23

After last year’s success, Swedish design will be once again in the limelight of the Salone del Mobile with a collective exhibition of 15 companies of the furnishing sector. The new project, coordinated by the famous architectural firm White, collects mixed styles and innovative materials thanks to great experimentation skills in a shared perspective of sustainability.

Swedish design is back in Milan with 15 selected brands. Swedish Design Goes Milan showcases innovative items with a Northern European style: sound absorbing materials made of moss, carpets made from 100% recycled plastic bottles, upholstered furniture and wooden items mixed with other reusable materials, completely biodegradable fabrics, reclaimed wood flooring, paints without fossil fuels. Every item is an example of a great experimental creativity and is conceived from an exchange of ideas on a design that cares about both the environment and man.

A design that makes the right choices to save the resources of our planet, using only natural and recycled materials, and that stands out for its high quality, which is the essential element to make furnishings long-lasting.

“SWEDEN mingle” showcases carpets, sofas, chairs, stools, fabrics, chandeliers and other items created to be long-lasting, generation after generation: this is a typical Swedish trend that is a model and a lifestyle all over the world. The use of local raw materials – or recycled materials as an alternative – is combined with a deep research for functionality for every single item.

This exhibition is an initiative by Swedish Design Goes Milan 2017 and Business Sweden, half-governmental foreign trade development agency, in collaboration with the Swedish Embassy, Svensk Form and Architects Sweden.

The exhibition is curated by the prestigious Swedish architectural firm White, the third biggest studio in Europe, known all over the world for its sixty years long experience of projects aiming to an improvement of people’s life quality, eco-friendly projects, creative solutions for the present day that will last tomorrow, to the benefit of future generations.

Some of the exhibitors: Balzar Beskow, David Design, Hans K, JI Jonas Ihreborn, Layered, Pholc, Minus Tio, Nordgröna, Grythyttan Stålmöbler, Freedesk, Pappelina, Astrid, Urbanears, Bjelin, Färgbygge.

White studio, one of the most important architectural firm in Scandinavia. Founded in 1951 with the aim of improving the quality of everyday life through design, it has always stood out for respecting the environment and all over the years it has worked in 50 countries in Europe, North America, Asia and Africa.

Swedish Design Goes Milan 2017 is an initiative by Business Sweden, in collaboration with the Swedish Embassy, Svensk Form and Architects Sweden.

Business Sweden’s mission is to help Swedish companies to reach their full international potential and foreign companies to invest and expand in Sweden. www.business-sweden.se

Svensk Form is a nonprofit membership association appointed by the Swedish government to promote Swedish design at home and abroad. www.svenskform.se

Architects Sweden is a professional organization for architects, interior architects, landscape architects and spatial planners with 12 300 members (including more than 2 000 students). www.arkitekt.se