The Swedish Design Pavilion at this year’s London Design Fair caused something of a stir. Sponsored for the first time by Swedish Wood and designed by Karin Sundberg of KarIN architects, the pavilion was constructed entirely of high quality Swedish solid pine, with plywood plinths, all finished in a deep pink translucent stain, which proved to have a considerable wow factor and made the Pavilion a central attraction of the Fair.
The wood for the Pavilion was supplied by Mike England Timber of Preston, specialists in timber coating and supplying premium quality timber from Swedish Wood members.
Visitors to the Fair, which ran from 20th-23rd September at the Old Truman Brewery in London’s fashionable Shoreditch, included the Swedish Ambassador, Torbjörn Sohlström (second from right in photo), and representatives of the Swedish Chamber of Commerce, who were treated to a showcase of Swedish designers and brands, including Swedish Ninja, Kullaro, Konsthantverk Tyringe, Nola, Nina Johanna Christensen, Butler/Lindgård, Happy Ears, Nordgröna, Jolly-Good-Fellow, Myltha by Lisa Hilland, Snego, Karolina Brobeck and Scandinavia Form.
Swedish Wood were happy to get involved because of the opportunity to showcase new, finished wood joinery products alongside some of the finest contemporary Swedish design at an exhibition that attracted over 29,000 interior designers, buyers, manufacturers and members of the public.
The UK remains the most important export market for Sweden’s wood, accounting for around half of the UK’s timber imports. Prized for its quality and tight grain, Swedish slow growth pine is already used extensively for joinery and interiors. Now Sweden’s mills are developing enhanced products, such as wood prefinished in a range of opaque and translucent colours, aimed specifically at the UK interior design sector.
As part of this move into interior design, Swedish Wood have produced a special Wood Campus online learning programme, Wood in Interiors, available free at www.woodcampus.co.uk. Featuring information and inspiration for interiors and furniture design, Wood in Interiors was developed in partnership with the British Institute of Interior Design and carries BIID CPD accreditation.
Textile designers, Butler/Lindgård said “It means a lot to a small brand like ours to be able to show in the Swedish Design Pavillion. This year’s vibrant pink wooden stand really stood out and made a lot of visitors look our way.”
Furniture designers, Swedish Ninja said: “The London Design Fair was a big success for us! We got an amazing response from both the public, retail and contract market… On our social platforms we also got immediate response, loads of people have been sharing pictures from the fair…”