Sweden Plays
Playful in Milan
When we were given the task of curating Sweden’s exhibition for the Milan Furniture Fair— Sweden Plays —we turned to something close to our hearts. Playfulness and democracy have long been key elements in Swedish design. These values not only inspire us but also form the foundation of Sweden’s design heritage. With this in mind, we shaped the exhibition to reflect both creativity and inclusivity.
Swedish Design Goes Milan is an annual venture by Business Sweden Milan in partnership with Svensk Form and Sveriges Arkitekter. Specifically, the initiative aims to support Swedish companies by making it easier to reach out, strengthen their brands, and develop international business opportunities at one of the world’s most prestigious design fairs – Salone del Mobile in Milan.
Playfulness at the heart of Swedish design
In 2016, Tengbom curated Sweden’s exhibition Sweden Plays. Interior designers Annika Gottell and Torbjörn Höeg, together with furniture designer Mathieu Gustafsson, developed the concept SwedenPlays. This is their brief explanation:
Things have never been so good.
Our living standard has been high for decades.
We have been spoilt. We do not need to worry about tomorrow.
We feel safe which gives us the opportunity to explore expressions and possibilities from a personal perspective.
Our unpretentious and naturally curious attitude, in combination with a solid democratic background and a large dose of playfulness is a unique breeding ground for innovative design.
#SwedenPlays is a play on words created by the trio that could mean anything from ‘play’ and ‘playful’ to ‘places’. It is equally much a celebration of the joy that keeps the enthusiasm going during all the hard work and the long processes when innovation and creativity are born, according to the creators of the concept.
“We wanted the booth to inspire and arouse people’s curiosity while at the same time be bursting with hope, joy, and perspective. Furthermore, it had to be full of prestige-free playfulness!”
Annika Grottell
A stage for creativity and innovation
The task was to develop a unifying concept, design the space, plan, produce, and curate the Swedish exhibition. Moreover, with a total of 25 players involved, this included everything from products and graphics to talks, music, and presentation materials. Through fashion, music, accessories, lighting, rugs, and furniture design, the exhibition showcased the breadth of Swedish creativity. Ultimately, each element reflected key values such as quality, sustainability, innovation, democracy, humanism, and humor.
The exhibition highlighted the products with a strong, unified approach. At the same time, clear graphic design helped shape the space. A simple layout and carefully selected Swedish materials further enhanced the presentation. To create a clear connection to Sweden, the team chose a coordinated color scheme. Inspired by the shifting tones of the Swedish landscape, the palette reinforced the exhibition’s national identity.
