The 2024 Greenhouse exhibitors are all about questioning the conventional

Greenhouse, Stockholm Furniture Fair’s international platform for up-and-coming designers, acts as a stepping stone for the design stars of tomorrow. The exhibitors for 2024 include 32 designers and 22 design schools from all corners off the world, notable for their playful exploration and experimentation. Greenhouse 2024 also features the Very Simple Bar by the architecture studio Stamuli, as well as the Young Swedish Design exhibition by Svensk Form.

– The exhibitors 2024 are characterized by a clear curiosity and a strong presence of innovative elements in their submissions. Their designs demonstrate a high level of exploration with materials and a playful approach to the design process, says Anya Sebton, designer and Chair of the Greenhouse jury.

Rhode Island-based designer Taylor McKenzie-Veal will present his lighting collection Soft Lamps, which originated from an exploration of technique and medium, specifically sewing and rope.

– I spent months simply immersing myself in sewing and researching about braided rope. I sourced dozens of different types of rope, consulted with rope manufacturers, and explored different ways of binding rope together with the sewing machine and hand stitching. I overlaid this experimentation with my background in designing light fixtures and working with LEDs, and eventually this current collection of table lamps emerged. I’m excited to share this collection because it fuses handcraft with technology. It treats familiar objects with a new perspective, says Taylor McKenzie-Veal.
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Another Greenhouse-exhibitor working with textile craft is American-Colombian designer Laura Casañas Maya, who will present The Passementerie Series; a collection consisting of a sofa, a table and a pair of lamps.

– Passementerie is an increasingly rare form of textile craft, it mainly exists as an ornament. My objective is to challenge this. The Passementerie Series subverts the relationship between ornament and function. Operating within a new hierarchy in which ornament dictates forms, materials and the techniques used to create the object.

For Laura Casañas Maya, exhibiting in Greenhouse is also about engaging in a broader dialogue that pushes the boundaries of design and addresses the crucial issues within the industry.

– What makes this experience even more significant is the chance to witness how my fellow designers challenge conventional notions of design, both conceptually and physically. Greenhouse, in particular, presents a unique opportunity to be an active participant in the important conversation on sustainability.

Challenging conventional notions of design is something that Canadian-based Reggy St-Surin also is passionate about. Despite graduating in industrial design, his approach is more artistic than practical.

– I am excited to be sharing Tom with everyone, the first chair I’ve designed. As hard as it can be, I would like to create things that people have never seen before. I am definitely not the first one to think like that, but I hope the things I make can have a bit of cultural impact, he says.

New juror Kristoffer Fagerström, co-founder of Note Design Studio, eagerly awaits to see the selected exhibitors at the fair in February.

– For me, Greenhouse is a vitamin injection. The vibrant joy of creation and the eagerness for innovation spread throughout the entire fair. Over the years, Greenhouse has nurtured many big names, and will hopefully continue to do so for many years to come.

Very Simple Bar by Stamuli
Architecture studio Stamuli, specializing in interiors for fashion and retail, has joined forces with the Italian kitchen producer Very Simple Kitchen to create a bar that serves as both a bar and gathering point in the Greenhouse area, with focus on sustainability. Very Simple Bar is a celebration of collaboration, innovation, and a commitment to a sustainable future.

Ung Svensk Form by Svensk Form
The Ung Svensk Form (Young Swedish Design) exhibition will be back at Stockholm Furniture Fair, taking center stage at Greenhouse. Ung Svensk Form is an annual award and exhibition showcasing the exciting Swedish design scene, under the auspices of Svensk Form (the Swedish Society of Crafts and Design). For 2024, the exhibition, Årsringar, is designed by Swedish designer Matti Klenell.

– Fantastic Ung Svensk Form is, to me, primarily a social event. It’s a way, as an exhibitor, to connect with an audience and also with colleagues for future collaborations. Even in my role as the exhibition’s designer, the social aspect was crucial in embracing the exciting challenge of designing this year’s edition. The project team at Svensk Form and Dunkers Kulturhus, leading the work with the partner Svensk Trä, embodies knowledge and a belief in the future that I find inspiring and want to be a part of, says Matti Klenell.

Greenhouse x Sight Unseen
For 2024, Stockholm Furniture Fair has partnered with media platform Sight Unseen to jury and hand out a Best in Show-award during the fair in February. Sight Unseen will cover Greenhouse as a whole, and the award winner of the Sight Unseen x Greenhouse Best in Show-award will get its own feature on the platform.

Additionally, Greenhouse designers are offered one year of coaching from a mentor in the design industry. In 2024, the mentors are Thommy Bindefeld, Senior Advisor at Svenskt Tenn, Fredrik Paulsen, designer, Anna Kraitz, Margot Barolo, Design Manager at Design House Stockholm, and Dag Klockby, Chairman of the Board at Gärsnäs.

The 2024 Greenhouse jury consists of designer Anya Sebton, designer and architect Shane Schneck, interior designer Marcia Harvey Isaksson, designer and co-founder of Note Design Studio Kristoffer Fagerström, Project Manager, Greenhouse Jennifer Gröhn, and Creative Project Manager at the Materials Library, Björn Florman.

Greenhouse at Stockholm Furniture Fair is held February 6–10, 2024 at Stockholmsmässan.