Articles
Formland presents new concept area
arrow_backTo the overview15 June 2023
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Formland is a constantly evolving trade fair. At the recent fairs, both a new hall and a new themed area have been introduced. The upcoming Autumn fair will be no exception when a new concept will have its very own community, where effects and shapes are playfully explored.
In August 2023, visitors will be able to experience the Outdoor Hall at Formland for the first time. Here, the focus is on outdoor furniture and accessories while creating a sensory experience.
"Formland has both a desire and a commitment to develop. Therefore, it is only natural to expand with an outdoor area that matches the interests and trends we see in the market. We believe that the new area will provide a more nuanced fair, which will attract new exhibitors and visitors - national as well as international," says Flemming Andersen, Project Manager at Formland.
Welcome to Outdoor
When Formland opens its doors in August, visitors can step into a circular outdoor universe with an emphasis on both outdoor furniture and accessories. The design team has experimented with the formats, and you can expect an experience that engages all the senses.
The design team and the originators of the project are Charlotte Hedegaard Johannesen, Head of Design at Formland, and Mads Arlien-Søborg, trend expert connected to Formland.
Mads Arlien-Søborg has taken part in Formland many times. Most recently as a speaker, he is also the mastermind behind the One area and now also the Outdoor Hall. He explains that the idea behind Outdoor emerged from the desire to attract more furniture brands that either exclusively make outdoor furniture or some of the brands that in recent years have moved into the furniture category.
"Right now, a lot of brands are venturing in the direction of outdoor furniture. We're seeing more brands that haven't previously created outdoor furniture and that are now suddenly making the move in that direction. It's a pretty significant trend in the furniture industry, which we want to implement at Formland through our Nordic theme in Outdoor," says the trend expert and continues:
"We've recognised that exhibitors at Formland like to have a special theme or trend in which they can visualise themselves and their products. If there's an outdoor theme, it's also easier to get premium outdoor brands on the exhibitor list - it's as simple as that."
The Outdoor Hall is designed to appeal to our senses, as Charlotte Hedegaard Johannesen explains. It is built as a circular universe, where wall projections simulate nature. They will reflect Danish nature with, for example, beach, heathland, forest and sea, creating an overall sensory experience when entering the universe.
