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Creative Solutions at Stockholm Design Week

With Stockholm Design Week just around the corner, we catch up with Sanna Gebeyehu, the Concept & Product Owner of the event.

Overcoming challenges

Another year with restrictions, yet Sanna Gebeyehu, Concept & Product Owner for Stockholm Design Week and Stockholm Furniture & Light Fair, remains optimistic and tells us about this year’s somewhat different approach.

Hi Sanna! Stockholm Design Week kicks off February 7–13, tell us about your role!

“I became the Concept & Product Owner almost two years ago” says Sanna, who has taken a moment from hectic planning for the event to speak with us, “and work strategically and long-term with the Design Week and Furniture & Light Fair to communicate Swedish and Scandinavian design both abroad and in Sweden, to thereby create business and export opportunities.”

“You could say that my team and I are matchmakers in a way. We create the conditions for people to collaborate, network and do business.”

What will the Stockholm Design Week look like this year?

“We have for a long time been aiming and planning for a full-scale Stockholm Design Week in February, but due to new restrictions, we have had to adjust. There will be activities and launches on February 7-13, both online and around town, but we will not be doing the same full drive with international participation as we would during a pandemic-free year.”

“We are aiming to have the full program on September 5-11 of this year as Stockholm Furniture & Light Fair is happening on September 6-9.”

How does the rest of the world view Stockholm Design Week?

“During normal physical activities, about 30% of attendees are from abroad, so it is an important event for displaying Swedish and Scandinavian design. A lot of architects, furniture dealers, designers, and journalists attend, but also individuals with an interest in design.”

“International visitors come here to see innovation, sustainability, and, of course, Swedish design. We are ahead of the curve when it comes to sustainability, so a lot of people come here to learn more and find inspiration on that topic.”

What do you look forward to with this year’s events?

“I look forward to the Stockholm Design & Architecture Talks, which will air online February 8-10 on the theme of “Being a Game Changer”, and of course seeing the product launches. The general theme that we are working with – Being Scandinavian – runs like a red thread through all our activities in 2022. The theme mirrors the time we are living in – what it is like to be a Human Being during a pandemic, finding creative solutions, and so on.”

Tickets and schedule for the Stockholm Design & Architecture Talks are available at www.stockholmfurniturelightfair.se and the recorded sessions will be available for a month after they first air.

“Naturally, I am also looking forward to meeting everyone in person during our September events, when the weather promises to be extra inviting for our visitors and exhibitors!” Sanna concludes enthusiastically.

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