Interior designer, colorist and neurodesign expert Lena Nyholm to create exhibition for Formex

When the Nordic region’s most important meeting place for interior design – Formex – opens its doors for the second time this year, the theme is going to be Link Together. Lena Nyholm, an interior design expert with many years’ experience of furnishing some of Sweden’s biggest TV productions and taking on projects in both the private and public spheres, will be interpreting the theme in the main exhibition Meeting Magic in the Entrance Hall. Formex will be held at Stockholmsmässan on August 22–25.

We all carry a history, stories that interlink with other people’s stories, dreams and worldly contexts. Formex’s own history goes back a long way, featuring unique collaborations with Sandra Rhodes, IKEA and Happy Socks, not to mention Lisa Bengtsson, who debuted at Formex Design Talents and is now working with IKEA.

- When it came to setting the theme for the autumn, Formex wanted to find a concept that describes our times and highlights collaboration, networking, community, exchange and the insight that each of us is a link in a smaller or larger context. We decided on Link Together. The theme will be present and visible everywhere, like a string of pearls where everything is connected, says Sonja Björk Ebert, Event Manager for Formex.

Lena Nyholm interprets the magic of the human meeting
Backed by a solid CV that has seen her work both internationally and nationally on interior design, scenography and the creation of furniture, carpets and wallpaper, interior designer, colorist and neurodesign expert Lena Nyholm has been given the task of creating Formex’s main exhibition, Meeting Magic. Many people in Sweden know her as an interior design expert on the morning show TV4 Nyhetsmorgon, and this autumn she will be an interior design expert on the new TV program Husköp i blindo on Viaplay and TV3. From 2011 to 2018, she created 136 unique table settings for the music program Så mycket bättre and she has been the set designer for several seasons of the pop artists Benjamin Ingrosso’s cooking program Benjamins kök TV4. As Head of Design at the design agency Merry Monday, she is now employing neurodesign principles to develop the 1,500 square meters that will become AMF Fastigheter’s new downtown office and future concept in MOOD Stockholm.

- I see interior design as art. I want to touch, create emotions and inspire people to be more playful and to unleash their creativity when decorating their own interiors. I want to establish a shared experience, not just an exhibition that you pass by. You should want to stop, be amazed and take a seat. This is a place where friends old and new meet among the magic and form a link, drawn in by beauty, says Lena Nyholm, interior designer and Head of Design at the Merry Monday agency.

Formex’s main exhibition, Meeting Magic, will consist of three specially dressed settings and three ways to create space for all the senses, based on Formex’s trend forecast for autumn 2023 and the exhibitors’ own products.

- I’ve been visiting Formex since 2009, so I feel honored to be able to create the main exhibition. When we meet in beautiful places, magic is created. Scientists call this the awe effect, which sees us become more open, sociable and empathetic when we get that wow feeling. I want visitors to experience this feeling, says Lena Nyholm.

Formex, the most important meeting place for Nordic interior design, will be held at Stockholmsmässan on August 22–25. Find out more at www.formex.se.

Media contact
Ronja Nyström, Press & PR Specialist, Stockholmsmässan, +46 (0)70 774 21 41, ronja.nystrom@stockholmmassan.se