Events during Swedish Design Goes Milan – In Real Life

This year Swedish Design Goes Milan is moving into La Posteria in the Brera district, bringing some 40 Swedish designers and companies to give a broad image of what goes on within Swedish design today. That combined with talks and presentations in an atmosphere of Swedish food, music and a special area created for business meetings or a Swedish snack. Also the press conference on the announcement of Red Dot – The Design Team of the Year will take place here in the presence of Swedish Minister for Trade Dr Ewa Björling.

Here are all the events during Swedish Design Goes Milan – In Real Life (see more detailed info on the Form Talks below):

TUESDAY APRIL 8
·  10:00-16:00 Press Day
·  13:30 Press conference on the announcement: Red Dot – The Design Team of the Year, in the presence of Swedish Minister for Trade Dr Ewa Björling (press only)
·  15:00 Form Talk, Design Journalism in Times of Change
·  21:00-23:00 Opening party with inauguration speech by the Minister For Trade Dr Ewa Björling (by invitation only)

WEDNESDAY APRIL 9
·  15:00 Form Talk: The Cult of the Chair
·  19:00-20:00 Aperitivo hosted by Lauritz.com, Chateau Vignelaure wines and  Live DJ, Ricardo Rizza
 
THURSDAY APRIL 10
·  15:00 Form Talk: How will be buy and sell design in the future?
·  19:00-20:00 Aperitivo hosted by Design House Stockholm, Chateau Vignelaure wines and  Live DJ, Ricardo Rizza
 
FRIDAY APRIL 11
·  15:00 Form Talk: Sound Design
·  19:00-20:00 Aperitivo hosted by Fry Communications, Chateau Vignelaure wines and  Live DJ, Tobias Lindén

Auction online by Lauritz.com
APRIL 8-13
Throughout the exhibition, you can bid for the products displayed on the spot, in an online auction run by our partner Lauritz.com. You can even follow the auction and make bids from your home, even if you cannot visit the show. The 24 chairs around the dinner table are kindly offered by the producers, and will be auctioned through Lauritz.com, with the entire profit going directly to the project DEADLINE within Young Swedish Design/Ung Svensk Form.

Form Talks
There will be FORM TALKS daily April 8-11 from 15:00-16:00 inside the exhibition. The talks are public interviews with Form magazine'sEditor in chief Bo Madestrand, Managing editor Salka Hallström Bornold and Publisher Ewa Kumlin.

April 8 DESIGN JOURNALISM IN TIMES OF CHANGE
The editors of Form Magazine have invited their international colleagues to a discussion on how design journalism adapts and develops in times of change. Invited guests: Marcus Fairs from Dezeen, Ricard Cook from Wallpaper, and Christine Samuelian from Friends & Co
 
April 9 
THE CULT OF THE CHAIR
In the Nordic Countries, you find many variations around the production of chairs, built on a long tradition of plenty of forests and skilled carpenters. Design students around the world start their furniture studies by making a chair. What is so magical about a chair, and do we need another one? Invited guests: Pete Collard from the Design Museum, and designers Emma Olbers, Alexander Lervik,
 and Nina Jobs
 
April 10 HOW WILL WE BUY AND SELL DESIGN IN THE FUTURE?
New production and distribution channels feed new entrepreneurs. With a rapidly changing retail landscape, even the furniture market can feel the growing effect e-commerce has on sales. How has the production changed, and the role of the designer, and how will our consumers be affected? Invited guests: Anders Färdig from Design House Stockholm, Joel Roos and Petrus Palmér from One Nordic Company
 
April 11 SOUND DESIGN
"Our learning through hearing is often subconscious and remarkable in the sense that it can change our behaviour much faster than visual cues. This is partly why branding through sound has such a great impact", says Tobias Lindén, the founder of Fry Communications, who will be interviewed by Ewa Kumlin, Managing Director Svensk Form.

VisitSweden, Business Sweden and Svensk Form

Exhibitors Agnes Fries, Anki Gneib, Anna Wedin, Atelier Ryberg, Emma Olbers – Tre Sekel, Fibers & Friends, IoU, Jangir Maddadi, Johanson Design, Jonas Forsman, Kolormondo, Lintex, Lisa Hilland, Lith Lith Lundin, Marie-Louise Hellgren, Monica Förster – Palmgrens, Nina Jobs, NyströmPersia, Okko, Oscar Lind Modin, Pontus Ny, StableTable, Volvo Cars, Volvo Trucks

Thank you Ateljé Lyktan, Bjoorn, Electrolux, Fry Communications, Lauritz.com, Volvo Cars, Volvo Trucks.

We also want to thank partners who have contributed to our snacks sessions, our special parties, aperitivos and match making dinners with food, drinks and table ware: Absolut Elyx, Björk Swedish Brasserie, Château Vignelaure, Lauritz.com, Design House Stockholm, Gense/Monica Förster, Iittala/Matti Klenell, Tingest/Alexander Lervik.

For inquiries and interviews, Swedish Design Goes Milan:
In English: Minna Axford minna@friendsandco.co.uk
In Swedish: Ewa Kumlin ewa.kumlin@svenskform.se
In Italian: Karin Melin karin.melin@visitsweden.com