Designgalleriet interor design, 2009. Photo: Jonas Lindström

Are you aware of the influence of Sweden or “Swedishness” abroad? (beyond IKEA and H&M)

We are aware, perhaps we even tend to over dramatize the Swedish influence, the Stockholm furniture fair is by all means an international fair nowadays, but if you look at the international design scene, very few Scandinavian names are present at the top segment. IKEA and H&M are of course major ambassadors for Swedish design, but are they are only reflecting Swedish design to some extent. There are more to it that doesn’t show.

Which markets are under your opinion the most interesting?

Without a doubt the emerging markets and the soon to come. Asia, specifically China will be exciting to follow in the tracks of Chinese artist Cai Guo-Qiang.

Manufactures. “Made in Sweden” is not that important that design in Sweden?

It’s becoming more and more important. Especially manufacturing that requires high technology.

Kocksgatan interior design, 2008. Photo: Jonas Lindstrom

Is FUWL more focused on home interior, professional-office or is it nothing about that when is time to face a new design?

Both sectors are a challenge. Office furniture tend to have larger budgets, but are more conventional in it’s designs. Home products can manage a more creative design but are not expected to live as long, hence a smaller developing budget. We work with both and try to deliver new and fresh ideas and design regardless of the sector.

Have you work as architecture studio too?

Yes, we work with interior architecture.

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