Press release -
Unexpected encounter between design and fashion at Greenhouse
In 2012, furniture and lighting designers of tomorrow will meet fashion designers of the future for the first time in Greenhouse, Stockholm Furniture & Light Fair’s hall for independent designers and design schools.
Stockholm Design Week and Stockholm Fashion Week will take place in parallel in week 6 next year. Greenhouse is therefore playing host to some “Rookies” selected by the Swedish Fashion Council, which is responsible for this unexpected encounter in conjunction with Stockholm Furniture & Light Fair.
The Greenhouse visit from the fashion world will be reflected in the design of the hall, which will be handled by designer Jens Fager for the third successive year. The theme for 2012 is “Fabrics and Transparence”. Magnified clothing details, fabrics that become prints, designs and quilting. These are elements that link together fashion and the furniture world.
“I want to create an exciting encounter between design and fashion. However, the focus is still on the young furniture designers, since Greenhouse is their stage. The aim is an attractive international arena featuring daring new talent that hints at the future,” says Jens, who got his breakthrough as a designer at Greenhouse 2008.
Several of today’s leading designers and design groups got their big break thanks to Greenhouse, including Front, Norway says and Broberg Ridderstråle. Greenhouse gives new talent the chance to show their prototypes and meet manufacturers from the furniture and lighting industry. In order to exhibit here, applicants must not be closely tied to any particular manufacturer and their products should not have been exhibited previously. Independent designers and design schools from around the world are invited to apply, and a jury panel then makes the final selection. This year, Greenhouse had over 110 applicants.
The 2012 jury consists of Louise Campbell, designer, David Carlson, design consultant, Matti Klenell, interior decor architect and furniture designer, and Anna von Schewen, interior decor architect and designer.
Stockholm Furniture & Light Fair will take place on February 7-11, 2012.
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.