Even with 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.
As the designer of the stands of Stockholm Furniture Fair, and Maison & Objet Paris in 2016 I wanted, besides presenting the news of the year, to make a exhibition-like display of our products suitable for the contract market. Showing the visiting design professionals, in a slow selling manner, that our collection is vast and serious.
Minimalistic rooms where made by graphic patterns foiled to the floors and walls. Choice of materials, patterns, styling and photography connected the stands with printed matter and social media, making a cohesive launch of the collection.
Art direction and exhibition design. Photography by Jonas Lindström.