Fairy Tale Forest with Moomin Vibes and Great Gatsby Oasis as Formex Opens in August

August 27-29, it's time for Formex, the Nordic region's most important meeting place for interior design. When the fair opens for the 116th time at Stockholmsmässan, visitors will be treated to a mix of speakers, workshops, and design happenings. As always, unique theme and trend exhibitions and new types of café collaborations will be created, this time by Anna Starrén, Hilke Collection, Silk-ka Flowers, and Jan Rundgren.

Formex is a unique meeting place for national and international visitors and exhibitors who gather twice a year to do business, see industry news, and network. When Formex opens its doors, we are greeted by the entrance exhibition designed by creator and florist Anna Starrén. The exhibition "The shop in the Forest – A Nordic Fairy Tale" takes us into a dreamy world with plenty of imaginative store inspiration based on the exhibitors' own products.

- We are now focusing on creating a strong August fair filled with inspiration, trends, knowledge-enhancing workshops, exciting speakers, and influential exhibitions. When visitors enter the exhibition halls from the August heat, they will be enveloped by beautiful and imaginative autumn and winter environments that they can draw inspiration from when creating their own meeting places in their stores, says Sonja Björk Ebert, project manager for Formex.

Café Collaboration with Fairy Tale Feel and Moomin News
Giovanna Hilke creates Hilke Café, one of the fair's two café collaborations, inviting visitors to a fairy tale world of over 200 square meters. Hilke Collection has just entered a new design collaboration with Moomin Characters. The new product line is designed for the set table and is based on Tove Jansson's first Moomin book "The Moomins and the Great Flood," published nearly 80 years ago. The book's depth and strong impact are depicted through Hilke Collection's detailed products to highlight the messages.

- It feels great to have the opportunity to showcase our brand's breadth and creativity as well as our new collaboration. We want to create an environment inspired by the forests of Moominvalley but with our twist. The idea is to gather, enjoy a good lunch, and feel a sense of calm, says Giovanna Hilke.

Garden Café Inspired by The Great Gatsby
Another collaboration offering delightful tastes and eye candy is The Garden Café, inspired by the 1920s The Great Gatsby. The café is created by Silk-ka Flowers, which manufactures flowers and plants in silk. Today, Silk-ka's exclusive flowers, found all over the world, have become a symbol of sophisticated craftsmanship.

- In our world of botanical aesthetics, artificial flowers have undergone a remarkable transformation. They have evolved from imitations to exquisite artworks that complement the natural beauty of living plants, following current interior and decoration trends, says Helena Kolhäger at Silk-ka Flowers.

Trend Exhibition with Formex's Three Trends
As always, Formex presents three own trends, this time in collaboration with Jan Rundgren. "Fiery Flirting," "Keep calm and carry on," and "Sense of symbiosis" are the trends for autumn 2024, where passion, flirtation, conversation, nature, and calm summarize these. The trends will be the focus of an exhibition and presented on stage daily by Jan Rundgren. The Formex printed trend guide will also be available at the fair.

- The three trends are about how we seek security, peace, and comfort – and thus a hope. A hope that autumn brings a more stable and secure world, says Sonja Björk Ebert, project manager Formex.

Formex is held August 27-29 at Stockholmsmässan and is the most important meeting place for Nordic interior design. Read more at http://www.formex.se.

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