Scan Magazine, Issue 132, January 2020

Page 108

Formex is a melting pot for interior design, arranged twice every year in Stockholm.

Attraction of the Month, Sweden

The Scandinavian feel, gathered in one place Formex is a Nordic interior design fair held twice each year in the Swedish capital of Stockholm. Widely regarded as a melting pot for exhibitors and visitors in the industry, it is gearing up for another eventful year, the first fair of which will take place on 14 to 17 January and include exciting news and undoubtedly some festive celebrations to mark its 60th anniversary.

Lotta Ahlvar is project manager for the fair and enthuses about the upcoming year. “We have a lot of exciting news lined up, and we’ll have some special events happening to highlight our 60th jubilee. As usual, the fair will be full to the brim with the most prominent Nordic interior design brands. All the visitors are professionals within the business, which also makes the event a fantastic place for networking.”

over 20,000 visitors as well as 500 media representatives. News, trends and inspiration from within the industry will be showcased, and each day is divided into different themes to shine additional light on important trends: retail, branding, trends and colours, and sustainability will gain extra focus through workshops and lectures from leaders in the fields.

The importance of the visitor experience

and challenges within the business: sustainability, the growth of e-commerce, and the need for retailers to adapt to new customer behaviors as a response. A recent study conducted by the bureau revealed that, in parallell with the increased e-commerce business, the demand for an exciting and worthwhile in-store visitor experience is growing, too. Although ‘click and collect’ might be the easiest way, the study reveals that 62 per cent of the participants prefer to purchase furniture and interior design items in store, and 78 per cent prefer an experience during the purchase, rather than simply receiving a product. Join a workshop or an exciting discussion over a French ‘fika’, and gain inspiration at Carlin’s on-location shop, where the most fascinating ‘it-products’ will be available.

Approximately 800 exhibitors will showcase Scandinavian Living, interior design, children’s design, culinary delicacies and design accessories, greeting

The international trend bureau Carlin  will host a unique exhibition in the entrance hall, where visitors will be invited to join the discussion about opportunities

Formex is also taking the study to heart and will treat its visitors to yoga classes in the Wellbeing Lounge and kitchen ac-

By Nina Bressler  |  Photos: Formex

108  |  Issue 132  |  January 2020

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