Re-branding Stockholm Furniture Fair, Northern Light Fair and Stockholm Design Week

The world's biggest meeting place for Scandinavian furniture and lighting design now has a new communicative platform.
"This will further strengthen the brand and give us the opportunity to clarify the link between Stockholm Furniture Fair, Northern Light Fair and Stockholm Design Week," says Event Manager Cecilia Nyberg.

Stockholm Furniture & Light Fair, which is one of Stockholmsmässan's flagship exhibitions, is the world's largest exhibition for Scandinavian furniture and lighting design. Each year in February over 40,000 purchasers, architects, designers and journalists descend on Stockholm to visit the exhibition and a number of other high-profile design events held elsewhere in the city. The aim in extending the exhibition to last a full week has been to further strengthen Stockholm's role as the capital of Scandinavia, while also attracting more visitors to the exhibition itself. The outcome has been fantastic – in the design world week 6 is now synonymous with Stockholm Design Week.

"This exhibition serves as a meeting place for promoting the furniture and lighting design industry in Scandinavia that extends well beyond Stockholmsmässan's walls. It is important to us that our visitors get as positive an overall experience of the week as possible. Business and deals are done during the day, while the evenings are intended for mingling and parties. As the organizer of Stockholm Design Week, we are delighted to see the week develop and grow in this way," says Cecilia Nyberg, Event Manager for Stockholm Furniture & Light Fair.

However, as the popularity of the exhibition and design week has grown, so has the need to clarify the link between the two events. For that reason, Stockholm Furniture & Light Fair, together with design agency Silver, has developed a new communicative platform to promote the event, which comprises three elements: a furniture fair, a light fair and a design week. These have been given a new graphic profile complete with stylish logos based on the simplest of geometric shapes – a circle, a square and a triangle. The event's public name has also been simplified from Stockholm Furniture Fair and Northern Light Fair to the more concise Stockholm Furniture & Light Fair.

"We believe that the new design will make it easier for visitors to understand what we are about. We are now able to show graphically how these three pieces of the puzzle fit together to create a coherent whole," says Cecilia Nyberg.

The next Stockholm Furniture & Light Fair will take place at Stockholmsmässan on February 7-11, 2012. www.stockholmfurniturefair.com

For further information, contact:
Lotta Signeul, Press Officer, lotta.signeul@stockholmsmassan.se, +46 (0)8 – 749 43 79
Cecilia Nyberg, Event Manager, cecilia.nyberg@stockholmsmassan.se, +46 (0)8 – 749 43 86