Update from Greenhouse

For Stockholm Furniture & Light Fair 2018, Greenhouse, the fair’s forum for unestablished designers, is moving to a new, larger area. Designer Nick Ross was given the assignment to create an exhibition and a café for the new Greenhouse area. A new addition to the 2018 fair is also the award, “Best Performance - Selected by the Greenhouse Jury”.

Greenhouse is moving

Due to the considerable interest Greenhouse generates, it is important to develop and renew the area. The goal is to make Greenhouse even more attractive and interesting for the fair’s visitors as well as a showcase for the exhibitors’ visions and dreams.

“In an effort to create a single unit and give Greenhouse a clearer framework, we are consolidating it to one area in Hall C. One positive effect is that we can now offer more designers a spot in Greenhouse,” says Cecilia Nyberg, Event Manager for Stockholm Furniture & Light Fair and Stockholm Design Week.

Prologue – exhibition and café by Nick Ross

Many of the leading designers of our time have had their breakthrough thanks to Greenhouse. Here, new talents have the opportunity to display their prototypes and meet producers, journalists and other global actors from the furniture and lighting industry. In order to highlight Greenhouse’s importance as a meeting place and stepping stone to reality, Scottish-Swedish designer Nick Ross was given the assignment to create an exhibition and the area’s café. The exhibition's name, Prologue, refers to the opening of ancient Greek dramas, during which the context is established, and the characters are presented to the public.

“I work a lot with historical references, and I draw a parallel between the Greenhouse context and the introduction of a play or narrated tale. This is the first time the designers are meeting a larger audience and testing their ideas. The theater originated in ancient Greece. Back then, like now, a visit to the theater was a social event – people arrived a little early, went to a café or restaurant and hung out for a while. The entire installation is therefore framed in such a way as to lead the visitor’s thoughts to the classic Greek amphitheater,” says Nick Ross.

Participants in the exhibition include TAF Arkitekter, Front, Afteroom, Sweden; Gamfratesi, Denmark/Italy; Oki Sato/Nendo, Japan; and MSDS, Canada, all of which were once Greenhouse exhibitors.

Best Performance - Selected by the Greenhouse Jury

A new addition to the 2018 fair is also the award, “Best Performance - Selected by the Greenhouse Jury”. The award goes to the designer(s) who have created the best presentation/stand. The jury’s assessment contains guide words such as curiosity, innovation and sustainability.

The objective is to encourage the unestablished designers in Greenhouse to think about the big picture and present their design in a well-thought-out manner. The 2018 Greenhouse jury includes Jens Fager, designer; Anya Sebton, interior architect & designer; Monica von Schmalensee, architect; and John Löfgren, designer.

Stockholm Furniture & Light Fair will be held February 6-10, 2018, at Stockholmsmässan.

For more information, visit www.stockholmfurniturefair.comor contact:

Cecilia Nyberg, Event Manager, +46 8 749 43 86, cecilia.nyberg@stockholmsmassan.se

Lotta Signeul, Press Officer, +46 749 43 36, lotta.signeul@stockholmsmassan.se

Stockholm Furniture & Light Fair är världens största mötesplats för skandinavisk möbel- och belysningsdesign. Här möter inhemska och internationella besökare det mest kompletta utbudet av skandinaviska möbler, kontor, design, textil, belysning och övrig inredning för såväl hem- som offentlig miljö. Parallellt med Stockholm Furniture & Light Fair pågår även Stockholm Design Week. www.stockholmdesignweek.com