modebranchen.NU NU International Januar 2020 Interior | Page 11

GREENHOUSE MERGES UNIVERSES
One of Stockholm Furniture & Light Fair’s most popular areas is the
Greenhouse, an international platform for up-and-coming desig-
ners. The initiative, which was launched in 2003 and has produced
such names as Front, GamFratesi and Form Us With Love, is gaining
a specially designed venue this year by the acclaimed Wang & Sö-
derström. The Copenhagen-based designers and artists have wor-
ked with big names such as Nike and Iittala.
- Our ambition is to create an environment that merges the futuristic
and the contemporary, the digital and the physical. We are a little
hard to pin down. We’re trained architects, but we work just as much
in the digital world. Traditionally, these have been seen as polar op-
posites, but we don’t see that division. We approach both with the
same level of pragmatism, Anny Wang and Tim Söderström explain.
At the Stockholm Furniture & Light Fair, this cross-pollination will
manifest itself in a 120 meter long and 3.5 meter tall enclosure, a
combination of digital screens and large-format images.
promenades of the French Riviera, bars on the Balearic Islands, ca-
sinos in Las Vegas and amusement parks such as Coney Island. I’m
hoping to design a meeting place where people feel welcome and
inspired, says Fredrik Paulsen. The menu is composed by chefs Ma-
rion Ringborg and Linn Söderström from pop-up restaurant Garba.
FREDRIK PAULSEN
The Design Bar
this year takes on a
Tivoli-inspired look,
created by designer
Fredrik Paulsen.
ANNY WANG AND TIM SÖDERSTRÖM
The Copenhagen-based designers and
artists Wang & Söderström merges the futu-
ristic and the contemporary, the digital and
the physical in the Greenhouse at Stockholm
Furniture & Light Fair in February 2020.
GREENHOUSE EXHIBITOR