Swedish Design Moves Milan (English version)

On 4-9 April 2017 it’s time for Salone del Mobile in Milan and the Swedish presence this year is strong. Milan will host the debut of Swedish Design Moves, a four-year programme of promoting Swedish architecture, design and fashion around the world. Svensk Form is one of the partners.

A very special contingent of designers and companies from Sweden will be peppered throughout the city during the week, and visitors to Milan will be able to navigate the city through a specially designed map (digital and printed) featuring dozens of Swedish-related events, including a cluster of design activity in the 5vie district and a dedicated exhibition at the fairground. Teatro Arsenale in design district 5vie, where designer duo Färg & Blanche’s exhibition Armour mon Amour is shown, will serve as a hub for various events.

– Svensk Form have made efforts for many years in Milan, but this year we are particularly pleased that, thanks to Swedish Design Moves, we have the opportunity to really highlight all the prominent designers and companies exhibiting in Milan. We’re happy that the government recognizes the potential and finally gives design the muscles to work more coherent and powerful internationally, says Ewa Kumlin, CEO at Svensk Form.

In town – Swedish Design Moves
Swedish Design Moves wants to shed light over Swedish initiatives taking place during Salone del Mobile and Fuorisalone in Milan. They are the best stories we can tell about where, why and how Swedish design is moving forward right now and are excellent representatives for the motto of Swedish Design Moves: “Driven by equality; solutions by creativity”. Swedish Design Moves provides a guide that helps the Milan visitor to find the Swedish design in Milan: Beckmans, Folk Form, Form Us With Love, Front, Monica Förster, Claesson Koivisto Rune, Bolon and Offect just to name a few of the fourty Swedish designers and companies that are listed in the guide. The layout of the guide and visual identity for Milan is made by Studio Jörgen Nordqvist.

At the Fair – Swedish Design Goes Milan – #swedenmingle
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 Goes Milan 2017 is an initiative by Business Sweden, in collaboration with the Swedish Embassy, Svensk Form and Architects Sweden. Come and mingle with us at Pavilion 10 E23.

Form Magazine: The Milan issue
Form Magazine has been an authority on Nordic architecture and design since 1905 and will be available for free both at Teatro Arsenale and at the Swedish Design Goes Milan at the fair in Rho. The editor in chief Bo Madestrand and deputy editor in chief Salka Hallström Bornold will both be present in Milan. The new issue of Form Magazine provides the ultimate Milan guide. Form also offers an emotional report from the crater of Slussen in Stockholm,
a visit to the giant factory in Edsbyn and social sustainability in practice with White Architects.

About Swedish Design Moves
Swedish Design Moves is a programme that aims to increase the international awareness of Swedish design (including architecture, fashion and furniture/accessories) and is commissioned by the Swedish Government. The overall goal is to increase the number of visitors to Sweden interested in design as well as increasing exports of Swedish design. The programme is led by Visit Sweden in collaboration with Architects Sweden, ASFB – Association of SwedishFashion Brands, The Swedish Federation of Wood and Furniture (TMF), and Svensk Form.

Read more:
https://www.swedishdesignmoves.com/#swedish-design-moves-milan
#swedishdesignmoves
http://swedishdesigngoes.com/
#swedenmingle

Contact:
Ewa Kumlin, CEO of Svensk Form
ewa.kumlin@svenskform.se, +46 736 63 66 76

Emma Olofsson, Press Contact Svensk Form
emma.olofsson@svenskform.se, +46 723 23 31 48