modebranchen.NU NU International June 2019 | Page 57

GENER ATES AWARENESS
It is not the first time that Normann Copen-
hagen participates in Formland - and there is
a very good reason for that.
- Exhibiting at Formland is a good invest-
ment to us, and we’re expecting to see solid
sales and new orders during the trade fair
- no doubt about it. Formland has created,
and continues to develop, an excellent and
relevant platform that we’re looking very
much forward to participating, says Poul
Madsen, CEO of Normann Copenhagen.
According to the CEO, the trade fair in
Herning generates brand awareness and
provides the opportunity to meet both
existing and new customers in a different
setting than would otherwise be possible.
- It’s part of our strategy to participate at
more trade fairs because we believe it’s
the best and most effective way to meet
customers and show our products and col-
lections. It’s both easier and more fun to
present our products in an environment
such as Formland where visitors can feel
and experience the products in real life
rather than just look at samples or cata-
logues, says Poul Madsen.
Formland’s Trend Zone VÆRKET is located in Hall D
and will be brought to life in collaboration with Studie
FlyHelsted. The zone focuses on industrial order
and artistic chaos. The inspiration is drawn from the
industrial rush of the Bauhaus movement, sustainable
agendas, and artistic ambitions. VÆRKET has focus
on products, which are more than just functional. They
must strike at something within us, mean something,
and make a difference.
The Universe in the trend café in Hall H is created
in collaboration with Høeg+Møller and will be named
Café Composé, which means the constructed café.
Things are being mixed, matched, and un-matched
across colours, shapes, patterns, and materials.
The café is being furnished with booths for the more
intimate dining experiences, a longtable for informal
activities, and an experiential universe that inspires
visitors to use colours and put together products in
new ways.
At SELECTED BY in the center of Hall E four impor-
tant influencers from the design industry are styling
four different rooms with products selected among
the exhibitors at Formland. See the new trends inter-
preted by the four experts.
where experts will give inspiring talks.
The SPEAK UP scene can also be found in Hall E,
A
DANISH DESIGN IN FOCUS
Formland Spring 2019 saw visitor numbers
increase.
- The positive development tells us that the
trade show offers something completely
unique which attracts both Danish and inter-
national visitors to Herning, says project lea-
der for Formland, Mai-Britt Risvig Flyvholm.
- At other international trade shows, Danish
exhibitors are placed side by side with inter-
national exhibitors and can’t as effectively
communicate the message of Danish-Scan-
dinavian minimalistic and stylish design,
says Mai-Britt Risvig Flyvholm.
EN
Multi-brand house Rosendahl Design Group
will present its nine independent brands, in-
cluding Kähler, Kay Bojesen, Holmegaard,
and Lyngby Porcelæn.
FORMLAND 15-18 AUGUST 2019