Pavilion Day Light – Superstudio Piu, Zona Tortuna, Milan. 8-14 of April 2013
The Sweden pavilion presents Scandinavian style in furniture design. Fifteen companies, ten designers and two academic schools show a collection of Swedish design. Experience Swedish design, materials, the sound of Sweden and real frozen winter ice in the icebar installation. Curators Mattias Westelius and Sara Szyber have created a pavilion inspired by the four seasons; spring, summer, autumn and winter.
Swedes are well known for being inspired by the typical Scandinavian light and natural materials. We use wood, pure wool, natural colour scale and combine esthetical and functional needs in our design. Companies often work with the same designers over long periods of time, evolving new products in a creative and open process, often in teamwork. The Swedish atmosphere is open, honest and the typical Swedish businessman stands by his word.
Sweden is one of the most creative nations with a long tradition of working with innovative and creative processes. We have a wide range of world-class companies in areas such as fashion, music, design and film. Sweden has identified the creative industries as a key economic sector and has decided to stimulate export in these fields.
New companies in fashion, music, design, gaming and film industry with a new generation of creative design entrepreneurs are acknowledged. In autumn 2012 Swedish fashion brands like Filippa K, Acne Jeans, Tiger of Sweden, Whyred, and WeSC were present at fashion events worldwide. In the field of music, bands such as Swedish House Mafia, Roxette and new duo First Aid Kit enter scenes all over the world.
In April, during the Milan Design Week, Swedish design will be represented at Superstudio Piu, Zona Tortuna. In the pavilion we are going to present a wide range of upcoming and established companies and designers in the interior design field. The visitors will experience a walk through the four seasons, spring, summer, autumn and winter. During the walk they will pass birches, an ice-installation with natural ice, a Swedish barn and above their heads the four seasons will be present.
