This weekend has held the Autumn 2011 Formex Fair. As always with these fairs – and maybe with this one in particular – there is much ado about nothing. Of what makes this event, fresh ideas & insights, trends and innovations are extremely small parts. Actually, you almost only find it in the marketing material! [...]
The Swedish home textile chain Hemtex recently relaunched after a total makeover. Market share had decreased and target group analysis said costumers want trends, fashion and emotional values in home textile. So the company hired ad agency åkestam.holst to create their new trendy expression. Now when the aim is to be at the forefront of [...]
Ever pondered why Swedish homes are featured at every turn? Why Swedish and Scandinavian style has a such a strong foothold in interior design? This new floor show, Light and Fresh, pinpoints the reasons. It’s a show with two of Sweden’s most popular comedians and entertainers, Fredrik Lindström and Henrik Schyffert. Topic is home decor [...]
