A holistic experience underpins the products of Swedish design studio, Form Us With Love. Alice Blackwood chats with them from their Milan Midnight Dinner installation at Verger, in the Brera district of Milan.
April 23rd, 2012
Guests to the Milan Midnight Dinner staged by Form Us With Love could eat, drink and admire key products produced by the studio in collaboration with major brands including Cosentino, Cappellini, Atelje’ Lyktan and more.
It’s this all-rounder experience – from concept, to design, production and presentation to the market – that defines the studio’s work and has seen them develop a reputation for edgy yet refined products and design.
Trained industrial designers John Löfgren, Petrus Palmér and Jonas Pettersson launched the studio in 2005.
“[It was] right after school in a small town south of Sweden,” they say. “We were all educated in product design, with an emphasis on branding [and theoretical learning].
“We’ve been quite active at self-marketing – because we were from a school that wasn’t particularly renowned. We didn’t have any picture of how it’s supposed to be [in the industry]… We really had to find our own way.
“Coming straight from school, we had to learn how to do this, and then learn how to do it in a way that was different from everyone else. And it’s taken these years to work out how to do it in our own way.”
This year Form Us With Love presented a number of new products, including the sweet-as-pie ‘Plug’ lamp, which doubles as an electric plug and a light.
In fact the 3 designers were powering their laptops from these very lights, scrolling through their website as they spoke.
There’s also the sleek ‘Slab’ vases for Silestone, and memorable ‘Keel’ table for De Padova.
In producing each piece, the studio focuses on product design, marketing and PR, seeing to it that each product succeeds at full potential. “Instead of only focusing on product we focus on everything around the product as well,” they say.
“We really want to make a difference. Design is sometimes superficial… we try to make something that matters to the producers.”
When asked if they consider themselves fully established, they reply: “We have a nice base of clients in Scandinavia which makes us established.”
From a team perspective, they feel like they’ve finally found a balance of “who’s doing what… it took us 5 years to come up with that”. And once that is established… “then we can move forward internationally”.
Form Us With Love
formuswithlove.com
A searchable and comprehensive guide for specifying leading products and their suppliers
Keep up to date with the latest and greatest from our industry BFF's!
In this brand new exhibition, GH Commercial’s custom carpet solutions help local artists create joyful installations that each tell a unique story.
Marylou Cafaro’s first trendjournal sparked a powerful, decades-long movement in joinery designs and finishes which eventually saw Australian design develop its independence and characteristic style. Now, polytec offers all-new insights into the future of Australian design.
Journey alongside Australian designer Ross Didier as he introduces a new chapter in the magical folklore of his iconic FABLE Collection.
Sub-Zero and Wolf’s prestigious Kitchen Design Contest (KDC) has celebrated the very best in kitchen innovation and aesthetics for three decades now. Recognising premier kitchen design professionals from around the globe, the KDC facilitates innovation, style and functionality that pushes boundaries.
The Leadchair from Walter Knoll is a groundbreaking new design for luxe residential and executive environments.
Haven Pods provide a defined space for individual focused work and space for team collaboration
The internet never sleeps! Here's the stuff you might have missed
Caring for our mental health is paramount these days and architecture and design can lead the way as Hassell shows in its latest project in Queensland.
Symbolising a commitment to cultural preservation and timeless design, Powerhouse Castle Hill invites visitors into the stories behind the artefacts in a diverse range of educational and cultural activities.