21 February 2020
Foreign visitors took a keen interest in Formland Spring 2020, which ran from 30 January to 2 February, and offered an experience universe with inspiring trend zones, exciting design talks and stunning exhibitions from established as well as new brands. Both exhibitors and visitors can look back on a successful show.
The 72nd edition of the interior and design show Formland saw extensive interest from both Denmark and abroad. Photo: MCH/Tony Brøchner
Danish design is proving popular abroad, as could be seen at Formland Spring 2020, which after four inspiring days closed on Sunday at MCH Messecenter Herning, Denmark. The trade show attracted visitors from 33 countries, including Australia and the USA, and recorded a 23 percent increase in visitor numbers compared to the last spring show.
The high level of international interest did not go unnoticed at the Danish design company Spring Copenhagen, one of 384 exhibitors at the show. According to its owner Peter Sørensen, it's important that Danish design brands exhibit at Formland in order to show 'design Denmark' off to the outside world.
"I find it hard to think of any other international trade shows we've participated in where we've enjoyed the same level of success. We've established a number of international leads, so Formland is also supporting our international strategy. It's been a hugely successful show for us," says Peter Sørensen.
Trend zone and budding newcomers
The Danish design brand Kodanska also experienced considerable interest from abroad. Two years ago, Marie Graff, who owns the company, was one of the entrepreneurs in Creators Community, and has since used Formland as a marketing window.
"Since I participated in the Creators Community entrepreneurial event, business has really taken off. Every single year I've established contact with new shops at Formland; last year it was mostly small design shops, while this year lots of foreign stores have been expressing an interest. I've had visitors, for example, from Germany, Austria and even Australia," says Marie Graff, who has benefitted greatly from the show's trend zone:
"I'm new to the industry, but I've been lucky in that my products have been styled really nicely in the trend zone, which has sent quite a few customers over to my stand. As a result, sales have gone extremely well - way above expectations - and I'm looking forward to coming back," she says.
Together with Creators Community, the creative trend zones have also been important for the Aarhus-based design shop KAiKU, which uses Formland to find out about upcoming trends. KAiKU's owner Dorte Hansen has placed orders with eight entrepreneurs during the show, and plans to order goods from another three upcoming brands.
"We've spent a lot of time as buyers in the entrepreneur area at Formland this time. The design duo FlyHelsted's trend zone 'The Art of Living' in particular was very inspiring, where our eyes were opened to the possibility of taking certain items from a smaller stand and placing them centre stage in a new context at the trend zone. It's a trick we can transfer to our shop and to our customers and their homes," says Dorte Hansen.
The positive statements from both exhibitors and buyers were music to the ears of the MCH A/S management team.
"As the organiser and host, how satisfied we are is directly proportional to the level of satisfaction among the exhibitors - and therefore I'm delighted at the positive feedback after four days, where the Danish interior and design industry has come together, strengthened relations, formed new collaborations, and where the exhibitors have pulled in buyers from 33 countries," says Georg Sørensen, CEO of MCH A/S.
Formland Spring 2020 was visited by 10,252 professionals. The next interior and design show - Formland Autumn - will be held on 13-16 August 2020.
Formland: Danish design attracts foreign visitors