Design House Stockholm

Exhibition design, 2016

Art direction and exhibition design for the launch of Swedish design publishers Design House Stockholm's 2016 collection at Stockholm Furniture & Light Fair and Maison & Objet in Paris.

Despite more than twenty years as a furniture and design brand, Design House Stockholm had never targeted the contract market. In 2016 the company made a strategic decision to reposition the brand towards a younger, professional design audience. When designing the stands we wanted to create an exhibition-like display of the company's products suitable for the contract market, as well as presenting the news for the year Thus indicating to visiting design professionals, in a gentle selling manner, that the collection is extensive and serious.

Minimalistic rooms were made using graphic patterns foiled to the floors and walls. Materials and patterns chosen together with styling and photography connected the stands with printed matter and social media, making a cohesive launch of the collection.

In collaboration with

Jonas Lindström, Jonas Lindström Studio, photography.
Linda Lindström. Jonas Lindström Studio, styling.

Original plans for the stand, grey stained birch plywood, foil patterns and typography create an almost stage like exhibition space.

To reduce signage in the exhibition space, all information was foiled on the back wall.

The design of the catalogue was directly linked to the concept of the 2016 fair stands at Stockholm Furniture & Light Fair (where the collection was presented) and Maison & Objet in Paris, making it a strong overall identity for the launch of the collection.