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International designer comes to Formex Stockholm

Last autumn, Formex Stockholm launched the new exhibition arena Formex goes abroad, in which the world's most interesting interior design stores are invited to Stockholm to provide some inspiration, display their product range and introduce the Nordic general public to their store concept. The criterion for being invited to exhibit at Formex goes abroad is that the store be of world-class in terms of innovation and setting trends. In January, Formex Stockholm proudly presents Spazio Rossana Orlandi from Milan, one of the absolute hottest design stores in the world.

The store, which carries the same name as the owner, stocks everything for the home, displayed in a charmingly

intimate, Bohemian and welcoming store, which also includes a showroom and gallery on several floors. Design fans and collectors from all over the world congregate here in order to be inspired and enchanted by the special and personal atmosphere in the store. Rossana Orlandi herself believes that the store's winning concept is precisely that it doesn't look like your average store. People come here to be surprised.

Rossana Orlandi herself is constantly travelling around the world in search of new, promising designers who have not yet had their breakthrough. That's how she found Piet Hein Eek from Holland at Formex five years ago. In Sweden she also discovered design group Front, which she revealed to the world via her store, most recently in conjunction with this year's furniture fair in Milan. This animated Italian woman is passionate about her store and adores her customers – the store acts as a creative hub for meetings between both designers and customers.

At the Formex goes abroad exhibition, "Please sit down", Rossana Orlandi will be displaying 26 chairs that are typical of her style. Each chair is displayed on its own cargo container to reinforce the sense of this being an international exhibition, with chairs dispatched to Stockholm from various parts of the world. Architect and friend Sergio Calatroni assisted with the set design.

- "Chairs are essential since they have a function, but they can also be like a sculpture. They are iconic, " explains Rossana Orlandi. "That's why I have so many chairs in my store, and the ones I'm displaying at Formex are my favourites!"

Formex Stockholm's Project Manager, Maria Strandberg Torén, is pleased with the new exhibition concept, Formex goes abroad:

- "Rossana Orlandi's store concept is extremely exciting for the Formex Stockholm audience. We hope that the exhibition will offer the same wonderful inspiration as the store itself does in Milan – it's a real experience! The exhibition also boosts Formex Stockholm's attraction as a creative meeting place and international player – as a visitor you will see the absolute latest trends here."

The first exhibitor at Formex goes abroad was London-based Vessel Gallery, which exhibited at Formex Stockholm on 28-31 August 2008.

Formex is the biggest professional meeting place for Nordic design. The fair attracts agents, wholesalers, importers, designers, producers and buyers from the Nordic interior design and gifts industry. Formex Stockholm takes place twice a year. Some 850 exhibitors meet around 24,000 professional visitors and 700 media representatives.



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