Interior design season has kicked off and first out is Danish Formland. The colourful fair brought fun and festive colours – but also a bit of sombre and browns. Here is the report.
With over 7 000 visitors and 400 brands this is a big Nordic fair. Players and brands like House Doctor, Stelton and Hay are here. This season they also launched a new buyer’s programme called Design Hub Denmark where international buyers and influencers were invited. I met most of my well known Swedish retail brands in the aisles of the fair.
Lets look at some trends from this first fair of the season.
It’s all about the food
One of the things that stood out and made my puls rush a bit, was the playfulness with food. Beautiful jars. At the trend installation by Studie Fly Helsted we saw a mix of proper handmade vegetables and food. And actual products from brands like Nicholas Vahe.
Also at Nicholas Vahe I saw this installation. Who needs candleholders when you can use ANYTHING such as bread for your candles.
Can you eat these fishes? No, but a plate. Food is everywhere.
These nostalgic and colourful food containers.
Fudge
Colour of the season is absolutely “fudge” or chocolate. Here at trend agency Pejgruppen. Most often it was paired with other browns, greys or eggwhite. I am sure it is supposed to feel a bit like 70s glam.
Jakobsdal
Affari of Sweden
IB Laursen
New colours by Stelton
Trend stand by Studie Fly Helsted
Blomus
Bloomingville
But I really think this fudge needs a bit of loud colours to make it new.
Ester & Erik
Trend stand again by Studie Fly Helsted. So, please add some fun and energy to your fudge.
Fans
Speaking of retro. A lot of people were talking about how the fans are coming back as a walldecoration. Above by Affari of Sweden and Bloomingville.
Shapes
I started looking at shapes too at Formland. It feels like we are going through a thing where the top part of the shape is made larger.
Summary
I will be honest. I like Formland. A lot. It is a very stylish fair. Colourful. Fun. The August version is also exciting to see since they have the large Danish brands here. Stelton, Royal Copenhagen, House Doctor etc. I am also noticing that more and more of my Swedish brands are turning up.
Over the last years I am meeting more and more international buyers and it looks like that will grow with this new Danish Design Hub initiative. I met Germans, Dutch and a lot of Swedish buyers.
What tell these buyers is that you should lower your expectations. It is a fairly small fair. It is good. But small.
As mentioned, one of my main reasons to go here is to look at colours and fun design. This season was a bit grey. The grey brings a lower energy level. I want strong pink, bright yellow and more. Even Hay (who is here) showed grey and fudge.
I talked to a lot of people at the fair, and I would say that you either LOVE or HATE Formland. A lot of people had the best experience ever. And some were disappointed mainly with the numbers of visitors.
I will give Formland an average 3. It is well organised and absolutely has the best food of ALL the fairs in the world I have been to. But the start of the season felt a bit grey. Not anyone’s fault. Just grey. And that is not my thing. I know Formland can bring a stronger energy level and I look forward to January already.