Swedish Design Goes Milan: 40 Swedish designers and companies take over La Posteria during the Milan Design Week 2014

News Infurma26/03/2014

Swedish Design Goes Milan: IN REAL LIFE sees forty Swedish designers and companies take over the Art Nouveau palace, La Posteria, in the Brera District during the vibrant Salone del Mobile April 8-13 2014.

This official Swedish event during Milan Design Week invites the world to experience today's Swedish design, food, music and lifestyle through products, opportunities to meet and cuisine to sample.

Exhibitors include: Anki Gneib, Emma Olbers, Lisa Hilland, Nina Jobs, Matti Klenell, Monica Förster, Horreds, IoU, Johanson Design, Volvo Cars, and many more. See them all at www.swedishdesigngoes.com

The Stockholm-based design studio, FORM US WITH LOVE, is the curator of Swedish Design Goes Milan 2014: IN REAL LIFE. The design studio is known for its unconventional methods of collaborations with companies that produce everyday objects, furniture and lighting. They are also well known for creating successful meeting platforms. They have come up with the theme for this year, IN REAL LIFE, based on the concept that: “We live in a time where we can connect with people all over the world, regardless of distances. However, we also believe in live meetings in order to establish business opportunities and inspire creativity. Join us around our table, and meet some of our most influential entrepreneurs and producers from Sweden - IN REAL LIFE.

At the centre of the exhibition will be a long table surrounded by 24 selected chairs, all of which represent a unique relationship between producer and designer. During the day, the table will serve as a place to work, meet, or simply enjoy a snack of Swedish delicacies from the Milan-based Björk Swedish Brasserie.

At midnight, the table will transform into an exclusive dining table for 24 selected international guests, a careful blend of buyers, designers, architects, producers and media.

Surrounding the centre table will be thoughtfully curated displays from the designers and producers, all showcased on an oak floor by Bjoorn.se and with lighting by Ateljé Lyktan. Anyone interested in buying the showcased products can follow the online auction, by Lauritz.com, throughout the exhibition and place their bids on the spot or from home.

Fry Communication, a company that specialises in sound and branding, has created a soundtrack with new Swedish music, changing with the moods of the day. They will also perform DJ sessions every evening.

La Posteria , Via Sacchi 5/7, Distrito Brera , Milano , April 8-13
horario de 10,00 a 22,00 , domingo 10.00-18.00

Source: VisitSweden


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