Be well prepared, think in terms of overall impression, never leave your stand unattended and let people see the real you: these are tips for first–time exhibitors courtesy of Swedish design studio Oyyo and Norwegian design duo Morten and Jonas, whose breakthrough came at Greenhouse, Stockholm Furniture & Light Fair’s hall for up-and-coming designers and design colleges.
Things are going well for Markus Johansson from Gothenburg. Several of his products have gone into production on the Italian market. He exhibited his Sapphire cabinet at the 2012 Greenhouse and it attracted a lot of attention – most significantly from Kerstin Olby at Olby Design.
- “She approached me with a view to producing Sapphire. I felt it was ideal for their collection, so I agreed. Now this year they showcased it at Superstudio Piu in Milan.”
In addition to sending out press materials and printing brochures, Marcus has some useful advice for prospective colleagues:
- “Don't leave your stand for one minute, that's when the important people show up! Try to bring a friend along as an assistant and someone to fill in for you while you’re eating or networking with producers. One morning when I was away for an hour, I found out that Prince Carl Philip had dropped by when I wasn't there.”
Marcus Åhrén and Linda Zedig from design studio Oyyo chose an approach that is getting more and more common in the run-up to their debut at Greenhouse 2012. Production of their hand-woven organic rugs was already under way at a textile factory in the Indian city of Jodhpur.
- “We've been overwhelmed by the positive reactions during and after Greenhouse,” says
Marcus Åhrén. “Our goal was to introduce and launch Oyyo. We expected it to go well, but it’s still nerve-wracking to showcase a product for the first time and get instant feedback from industry professionals, retailers and the general public."
Visitors flocked to Oyyo’s stand. Swiss furniture company Vitra purchased and used several of the rugs in its stand during Salone Mobile in Milan later the same year, which led to other retailers around the world getting in touch. Oyyo's products are currently sold in Taipei, Hong Kong, Düsseldorf, London and Seoul, and a showroom in Stockholm will be up and running soon.
- “Greenhouse was an excellent platform for us. In the run-up to the Fair, we spent time developing marketing materials and putting the finishing touches to our website. We tried to be as well prepared as we possibly could,” explains Marcus Åhrén.
Designer duo Morten Skjaerpe Knarrum and Jonas Norheim graduated from the Academy of Art and Design in Bergen, their home town, in 2011 with BAs in Furniture and Spatial Design. In the winter of 2012, they exhibited at Greenhouse and came in contact with the Ann Idstein Company – now they have started working together.
- “Greenhouse was our first official appearance as graduate designers. We feel it’s essential to showcase yourself at an arena like this for the opportunity it gives you for networking and contacting producers,” says Morten Skjaerpe Knarrum.
Several well-known producers – many of them Swedish – visited Morten and Jonas in their stand. They feel that exhibitors at the Fair need to think in terms of the overall impression they make.
- “The most important thing for us was the chance this gave us as furniture designers to let people see the real us, to stand up and welcome visitors with a smile, and show that we were open for business. Our advice to first-time exhibitors at Greenhouse is to make the most of every second you have to sell yourself and not hide behind your laptop. Printed presentation materials are good but download them digitally as well to avoid swamping your visitors in paper!” advise Morten and Jonas.
Designers and design colleges from all over the world are welcome to submit applications to Greenhouse. The products they submit must not be linked to any particular manufacturer and should not have been exhibited previously. The final selection will be made by an expert jury. The final day for independent designers and design teams to submit applications for Greenhouse is 20 September 2013.
The jury consists of Architect Gabriella Gustafson from TAF Architecture Studio, interior designer and designer Anna von Schewen, interior and furniture designer Matti Klenell, and design entrepreneur David Carlsson.
Stockholm Furniture & Light Fair will be held on February 4-8, 2014 at Stockholmsmässan.
For more information, please contact:
Johanna Nilsson, Event Coordinator, +46 8 749 91 46, johanna.nilsson@stockholmsmassan.se
Stockholm Furniture & Light Fair is the world’s largest meeting place for Scandinavian furniture and lighting design. Domestic and international visitors will find the most comprehensive selection of Scandinavian furniture, office furnishings, design, textiles, lighting and other interior furnishings for both homes and public spaces. The next fair will be held on February 4-8, 2014 at Stockholmsmässan. Stockholm Design Week is also running parallel to Stockholm Furniture & Light Fair. www.stockholmfurniturefair.com, www.stockholmdesignweek.com