More human, please: Elin Frendberg develops Formex Trend report S/S 2027

What makes people choose a product, visit a store, and come back again? Ahead of Formex, 19–21 January 2027, behavioural scientist and trend analyst Elin Frendberg explores how our priorities are changing as AI takes on a larger role in everyday life. The trend report will provide retailers, designers, and producers with insights to inform their next purchase, collection, or business initiative.

The expression “a firehose of information” captures the feeling perfectly: information arriving with the force of a fire hose. For business owners, access to new insights is hardly the challenge. The real question is which developments will matter to their customers. Where should they invest their time, creativity, and resources?

For the second time, Formex is collaborating with Elin Frendberg on the fair's trend material. She combines behavioural science and international trend analysis with experience leading the Swedish Fashion Council and Fotografiska Stockholm, as well as working with innovation within the H&M Group. Today, she is also involved in the startup Sprompt, scheduled to launch at the turn of 2026/2027. The service is being developed as a personal filter for the internet, offering recommendations based on the user's individual style and preferences as an alternative to endless scrolling.

“With Elin, we gain both the perspective of a behavioural scientist and the experience of a business leader. She can explain what drives change and understand what it may mean for a company. We are continuing this collaboration to provide our exhibitors and visitors with a qualified foundation for developing their own ideas,” says Sonja Björk Ebert, Project Manager for Formex.

The trend analysis takes shape over several months and is updated right up until publication. Elin continuously monitors developments and searches for new examples to assess which changes may have long-term significance, while ensuring the report captures what is happening right now.

From phone-free cafés to new business opportunities

Ahead of January's fair, Elin is closely following how people are seeking out shared activities and places where they can meet, learn, and connect. Phone-free café gatherings and listening bars are examples of concepts that have emerged in response to this growing desire. For retailers, this raises an intriguing question: what could make customers want to spend more time with your business?

“Human needs, relationships, and creative expression are Big Business today,” says Elin Frendberg.

In a longer feature article ahead of Formex, Elin discusses the shifts behind the trend analysis. What connects phone-free gatherings with hand-drawn films created by luxury fashion houses? What opportunities does she see for smaller businesses as technology reshapes working life? Drawing on international examples, she explains why human interaction, personal expression, and hands-on creativity are becoming increasingly important and what that could mean for your business.

Read the article with Elin Frendberg: What makes people choose you?

At Formex, the trend report will be presented as an exhibition and will also be available as a printed guide from selected locations around the fair. Elin will give three presentations, one each day of the event, where she will introduce and expand on the report's key themes.

About Formex

Formex is the leading meeting place for interior design in the Nordic region and is held twice a year at Stockholmsmässan in Stockholm. Buyers, designers, producers, stylists, architects, media representatives, and other industry professionals come together to do business, discover new products, and build valuable connections.

In addition to exhibitors' products, the fair offers trend exhibitions, seminars, installations, and talks. Through Design Talents, Formex highlights emerging designers and provides them with opportunities to connect directly with the industry.

The next Formex takes place 19–21 January 2027 under the theme More of You.