A new design week in Stockholm will feature the best of Swedish design. Stockholm Creative Edition is set to take place from September 23-29. Ulrika and Philippe Attar of multidisciplinary studio Atmosfär by Attar are behind the new initiative. The pair wanted to provide the participating companies with the opportunity to showcase their work in a new, exciting way. They recently talked about the design community in Stockholm, and what we can expect to see during the week.
A New Way to Showcase Swedish Design
“This is a totally new initiative that both of us came up with. We had this idea for a couple of years, actually. We had been laying the groundwork for a while, and it took five years to put together. We started contacting a number of Swedish companies that we know quite well since we are in business. We presented the concept, and asked if it would be of interest to them. Everybody was like, ‘Yeah, this is something we have been waiting for.’ Companies are really eager now, because they have missed so many launches and opportunities to show their latest designs. We were thinking about launching the event next spring, but the exhibitors encouraged us to do it in September,” said Ulrika Attar.
She also noted that the pandemic has forced companies to rethink how they want to present their collections every year, and the traditional options are no longer appealing. “Because of the coronavirus, we realized that designers didn’t want to do things the way they did them before. We are all longing for new experiences, new ways of doing design shows, instead of the old fair format. It’s a more inspirational and experience-based way of looking at Swedish design.”
Showrooms and Pop-Up Spaces
Ulrika Attar explained that they wanted the event to be curated and more personal, not as formal and structured as the established shows stateside and abroad. “We have been working in partnership with the city to open up the showrooms. Most brands now want to work in their own spaces instead of going to trade shows. The event is going to revolve around these showrooms and pop-up spaces. When you are working with a limited number of showrooms, it’s so much easier to manage your environment. It’s much better than a large convention center with too many people. Nobody wants to go into these really crowded, big spaces. It’s a more flexible concept,” she noted.
She estimated that there are approximately 35 exhibitors currently on the roster, and although more companies may participate, they feel the number they have now is ideal. “We thought it was really important to keep it qualitative. You can stay in the center of Stockholm, and then we have some satellites that are a little bit outside. It’s exciting to visit an unexpected place. You don’t have to only go to the big showrooms. You can choose where you want to go.”
For Philippe Attar, at a time when budgets are stretched thin, cost savings is another added benefit of experimenting with a different set-up. “Exhibiting at a trade fair is expensive, and it’s tiresome,” he said.
More Than Furniture
While there are a number of makers that will display furniture, lighting, and textiles during the week, the event will also feature cuisine. Several restaurants will be taking part in the Stockholm Food Tour, combining top-notch fare with exclusive design. “There is also food, because you obviously have to eat three times a day. It’s great when you attend an event like this to have some places where you can enjoy a good meal in a nice environment. We’re really into food, and we think a lot of people in the design world are as well,” Ulrika Attar explained.
One exhibitor plans on having a wine bar, while a maker of wooden objects is also a forager, who plans on incorporating mushrooms into her design and to offer tastings. “We haven’t sorted out the exact format, or decided if there will be a special menu for attendees. We do know that food will definitely be a major part of it,” she added.
Promoting Local Goods
At Stockholm Creative Edition, visitors will not only see products from established manufacturers, but handcrafted goods from talented artisans. “We have really good craftspeople here in Sweden. We’re not talking about someone making a mug for tea or something. It’s about elevated design, nice objects. Those types of unique pieces are essential to interiors now, not only furniture or lighting,” Ulrika Attar said.
Philippe Attar explained that promoting designers and makers from the region not only highlights fledgling studios, but also provides a much needed economic boost for everyone involved. “It’s very local. Some designers can’t afford to put in a lot of money, but they can still exhibit here.”
“I think having the local angle is attractive, because everybody knows the big brands. Here, they can really get to know these smaller brands and their stories. Even we don’t know all of these exhibitors that well, and we have really learned a lot as we have worked on this,” Ulrika Attar said.
They are looking forward to the special week in Stockholm, and coming together with colleagues and friends in the design community. “There is a more positive outlook in Sweden. Everybody feels confident now that things are happening again, and we’re glad Stockholm Creative Edition is a part of it,” she added.
