Seasonal trend insights with Elin Frendberg

Formex, the Nordic region’s largest trade fair for interior design and decor, takes place twice a year at Stockholmsmässan. Each edition also presents a curated overview of upcoming seasonal trends. This time, Formex is delighted to collaborate with Elin Frendberg, former CEO of Fotografiska and the Swedish Fashion Council.

“We have wanted to work with Elin for a long time and thrilled to now begin this collaboration. She brings unique industry experience and expertise, as well as a perspective on global trends, innovation and fashion that feels both fresh and deeply insightful,” says Sonja Björk Ebert, Project Manager for Formex.

Elin is a well-known profile within fashion, art, design, and innovation, and has recently founded a tech startup focused on curated AI experiences based on personal style.

“I’m driven by turning visions and ideas into reality and by pushing boundaries. Working on developing the autumn and winter trends for Formex is incredibly inspiring and a fascinating world to return to. Today, Formex is an even more important meeting place than before. In the digital age, we have an insatiable longing for shared experiences, and Formex plays a vital role in bringing together design lovers.”

Winter Wonderland

For Formex enthusiasts from across the Nordics and beyond, the entrance hall will transform into a Winter Wonderland—an immersive experience aligned with the theme Celebrate Traditions Autumn/Winter. Visitors will encounter a white landscape with a monochrome aesthetic, asymmetrical structures, icy forms, and elements of glossy materials. Calm and serene on the surface, the experience opens up into three specially designed houses revealing vibrant, surprising worlds filled with color and celebrations we cherish—such as crayfish parties, winter weddings, Christmas, and New Year.

The theme Celebrate Traditions will also be reflected in, among other things, the Mr. Frost restaurant by Karl Fredrik, the workshop area and the stage program.

"We want to emphasize the value of each season and maintain a strong focus on Swedish traditions, craftsmanship, and design across the year,” says Sonja Björk Ebert.

Next Formex takes place August 25–27. Tickets will be released May 20th.