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Sunny design lounge, lectures, and store coaching at Formex

Press release -

Sunny design lounge, lectures, and store coaching at Formex

This season, the task of creating Formex’s design lounge in the Entrance Hall has fallen to interior design stylist and writer Tina Hellberg. The lounge, with its title, "Oh Sunny Day", which reminds you of the spring sun, offers both a nice way to relax and an exciting selection of innovations from the fair's exhibitors.

"'Oh Sunny Day' is intended as a welcoming oasis where you stop by and gather your thoughts for a bit, reflect on what you have seen, be inspired by new, exciting things, and also share your experiences," said Tina Hellberg.

She has chosen to give the seating in the delightful sorbet-colored lounge the form of a big circle where you can either sit facing outwards, toward the fair crowd, or inwards—toward the beautifully arranged flowers in different types of vases, pots, and containers.

"There will also be a number of stylish notebooks on site. The idea is that you should be able to jot down helpful hints for your fellow visitors. Anyone who wants to relax to music can borrow the headphones hanging down from the ceiling. And don’t miss the Ecofont typeface—a font for the future," said Tina Hellberg.

Rewarding lectures
Short lectures are arranged on each day of the fair on the stage in Oddcolony and the stage in Trend Zone. Among others, Björn Florman from Materialbiblioteket will be speaking about the future of material trends. Lotta Ahlvar from the Swedish Fashion Council and Sara Linander from Promostyl have an exciting presentation on trends in a trend battle. Anna Skipper will provide inspiration and teach the basics of a healthier lifestyle in her lecture, We Eat with all of our Senses, and Lotta Lewenhaupt, journalist and author, will forecast fashion-related trends with an emphasis on personal interior design. You can find the full lecture program here.

Store coaching
Store coaching with Christina Kilgren from ChrisCoaching is something new for the Spring Formex. Christina will be holding a number of 30 minute long workshops geared toward both large companies and small sole proprietorships where the participants get the opportunity to inspire each other and learn from each other. How do you pep yourself up to reach sales targets while at the same time being creative? How do you bring out your uniqueness? What are others doing and what challenges do they face in their business?  The workshop will be held in M11 and Christina can also be reached in Gallery A during the fair. It is required that you book the workshop in advance by emailing with your preferred time, number of spaces, and company name. The times that may be booked are Thursday, January 17, 11:00 AM and 2:00 PM, Friday, January 18, 11:00 AM and 2:00 PM, Saturday January 19, 11:00 AM and 2:00 PM, and Sunday, January 20, 11:00 AM and 2:00 PM.

Formex, the biggest fair for Nordic design and interior design in the world, is set to take place on January 17–20, 2013, at Stockholmsmässan. Formex is the meeting place for innovations, business, trends, knowledge, and inspiration. The fair is held twice a year, with more than 850 exhibitors, 25,000 trade visitors, and 800 media representatives.

Visit for more information, or contact Ida Mlowe, Press Officer, by sending an email to or calling +46 8 749 44 13



Stockholmsmässan is one of the world's leading and most flexible organisers of meetings. We offer the perfect meeting place for everything from international summits to broad public fairs. Together with exhibitors and organisers we create well-organised meetings which offer the visitor inspiration, knowledge and business opportunities. As the leading organiser in the Baltic Sea Region, we organise some 60 industry-leading exhibitions as well as around 100 national and international congresses, conferences and events anually. Every year we welcome 10,000 exhibitors, 1.5 million visitors and more than 8,000 journalists from all over the world.


Catarina Oscarsson

Catarina Oscarsson

Press contact PR & Communication Manager +46 (0)70 789 4366
Ronja Nyström

Ronja Nyström

Press contact Press & PR Specialist 076-774 21 41

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