NU Formland - Read all about the Nordic design community no. 2 2014 | Page 9

Q. Formland UP/Graded continuously
develops its concept and most recently it has launched some new and
strong communities at the fair.
Why is it important for visitors and
exhibitors to be a part of a design
community? What are your thoughts
behind introducing the areas?

new design graduates and established

thing is gathered in one place, which is a

companies - and to provide them with a

huge advantage when making purchases

common platform where they can meet

for the coming season.

A. Our aim with the areas is first and

blow for. Just as we are the leading player

foremost to make it easier for buyers to

in our industry, HAY is the leading com-

Q. Formland is known and respected
for its trend areas.
Why is it such an important part of
the fair experience?

find articles of a certain style. Each sec-

pany within their field, making us a per-

visitors visit us for inspiration and prod-

tor of the fair represents a community,

fect match.

Q. Formland UP/Graded has invested
in promoting the fair internationally,
especially to draw North German
stores to Herning.
Why should Danish and international
buyers spend a day or two visiting
Formland UP/Graded?

uct news.

where exhibitors and visitors share a
passion, style and atmosphere. It is important to be part of a design community because a sense of unity and solidarity strengthen the individual parts
involved.

Q. One of Formland UP/Graded’s news
in August is the launch of the HAY Talent Award.
What do you expect to achieve from
such an award and from the partnership with HAY?

and do business. Also, it is important to
always show the buyers and the stores
how future designers view our industry. That is the kind of insight that we
at Formland UP/Graded wish to strike a

A. Everyone needs inspiration to continuously renew its business. 80% of our

The exhibitors are extremely important
here because they are delivering a major part of that inspiration and product
launches at their booths.
At the trend areas, buyers can get an
overview of all of the fair’s exhibitors
grouped by trends and themes that can
inspire when it comes to the product

A. We know that "Danish Design" is ex-

range but also when dealing with the

tremely popular outside of Denmark

presentation and decoration of their

and Formland is the event with most ex-

stores back home. At the trend zones we

hibitors gathered in one place with the

combine the best from the exhibitors

largest and most creative trend zones.

with creative ideas from the industry’s

A. The idea behind the HAY Talent Award

That is why Formland is the place to be

leading creative stylists.

is to make a strong connection between

for professional buyers. Here, every-

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