Concept for installation and talk show Stockholm Furniture & Light Fair 5-9 February 2013 2 HELLO - Anatomy of Communication 2013 “The way we communicate with others and with ourselves ultimately determines the quality of our lives” - Anthony Robbins Every meeting starts with a Hello. Every organization starts with a Hello and an idea to do something together. Every communication starts with a Hello, an idea to do something and a will to tell the world about it. In 2013 Hello will focus on the anatomy of communication. What creates a good working environment is not only about the room and the furniture; it’s also about what happens between them and about the people who use them and interact in the common office space. How we will communicate in our work in the future is an exciting challenge for the whole interior design industry. We’re asking the questions: Which logics and language-games define, design and display work places? Are there communicative elements outside the language that build a good working environment? How do we communicate as an office, internally as well as externally? What makes certain contract market spaces work? How will the way we communicate today form the future of our organizations? The theme will manifest itself in the installation and along the topics for the 2013 edition of The Hello Show. As a build up to the fair, the Hello-blog will bring perspectives on the subject from different angles and disclosing the process of the making of “Hello”, thus making the project as transparent as possible. Hopefully you will follow us in our work, and don’t hesitate if you want to tell us your perspective on communication. We believe that good ideas are born from dialogues, not monologues. Feel free to cut in! // The Hello Team 3 Background Two of Stockholm Furniture & Light Fair’s aims are to inspire and inform its customers. The challenge lies in creating Eureka moments, and awakening pleasure and curiosity in the visitor. It’s about creat- ing unique visitor experiences for all the senses. The Stockholm Furniture Fair 2011 saw the launch of the new HELLO! project – an installation and seminar concept. The project, initiated by Stockholm Furniture Fair, will run for three years (2011-13) and expose various aspects of the modern office and our work culture from a design and future- oriented perspective. In 2011, the focus was on ‘the meeting’. In 2012, we highlighted ‘the organization’ as a phenomenon and the way the office has developed as an organism in a world of ever- faster technology evolution, new working structures and organizational forms. We simply asked ourselves these questions: What will organizations look like in the future? How can we use innovative and sustainable design solutions to de- velop organized workplaces which take both the individual and the collective into consideration? Designer Monica Förster was brought in to design installation architecture on this theme, applying an overarching concept in which organizational functions were linked to the human anatomy. Furniture, lighting and textiles from exhibitors at the Fair were then selected to bring the spatialities to life. The accompanying talk show, The Hello Show, discussed the organization from every conceivable perspective. For further information about the installation and the talk show read here (link) or here (link). 4 The Installation Every year, a designer, interior designer or similar is recruited to design the actual installation stand applying the overarching concept that has been developed. The designer interprets the theme and develops a solution in collaboration with the Hello concept developers. In 2011, the commission went to UglyCute and they interpreted the theme ‘Meetings’ on the basis of a number of historic meeting places and their modern equivalents. In 2012 Monica Förster took on the subject of ‘organizations’. 2013 the matter in hand is ‘ communication’ and we thought we’d use a little different approach this year. Communication is about sharing, why not share the task between two creatives from diverse poles of the design spectrum? What will emerge from such a collaboration and will they achieve a common goal? Design is a language and how ever you speak it, it’s always understandable in a 1 to 1 scale. Weather you’re an architect or a graphic designer - that’s common ground. 5 Installation designers 2013 Kustaa Saksi is a Finish born artist, now living and working in Amsterdam. He has worked with Bon Magazine, Wallpaper, Comme des Garçons, NIKE, Nokia, Issey Miyake, Mercedes-Benz and Nissan among others. Gert Wingårdh from the Swedish west coast, internationally awarded architect and five time winner of the prestigious Kasper Salin Prize, has designed The Piano pavillion in Lahti, Finland, The Swedish Embassy in Berlin and House of Sweden, in Washington, D.C. on his CV. Kustaa Saksi’s illustrations are a syrupy disar- ray of elements: playful, paradoxical, often over- glossy, inviting, troubling, messy, and yet strange- ly clear. Radiating meaning, bending what’s real and distilling what’s unreal he combines organic touches and viscous shapesinto new world psychedelia. After spending many years in Paris, the Finnish born illustrator found his studio on the roof of an ancient chocolate factory in Amsterdam, The Netherlands. Saksi has been working with various clients in the world of fashion, music and entertainment. His world of imagination with strict Scandinavian design roots illustrate the wonderful world of surrealistic landscapes, strange characters and strong atmosphere. Gert Wingårdh describes his architecture as ”high organic”, combining high tech with organic architecture. He has also been described as a ”maximalist” rather than a ”minimalist”, his buildings being ”a kind of modern baroque”. He has shown influences from and a kinship with such different architects as Frank Lloyd Wright, Hans Scharoun, Carlo Scarpa, Frank Gehry and Peter Zumthor. Another paradoxical description states that his buildings are both ”playful” and ”strict”. Wingårdh Arkitektkontor is based i Gothenburg, has offices in Stockholm and Malmö and employ 150 architects and interior designers. 6 The Hello! Show 2013 Our two fantastic hosts forThe Hello Show: (above/down) Mark Isitt, architectual critic, and Stefan Nilsson, trend fore caster and gallery owner For further information about The Hello Show, or for on-line versions of the 2012 episodes, read here (link). The seminar section - the HELLO show – deals with the phenomenon of communication from a variety of perspectives and roles. It is an in-depth look at WHERE, WHEN and HOW we communicate with each other and our surroundings, with a focus on the public environments in which this takes place. The HELLO Show is a moderator-led talk show, where the guests discuss the topic. We see this as a light-hearted way to communicate experiences from many different perspectives and thus offer a shared platform from which we can discuss the communication of the future. The talk show is spread over three days with a theme that highlights the anatomy of communication in different ways. The main points surrounding the topic are fixed but each show contains a specially invited mix of guests to create a dynamic discussion. We want to generate a fast-paced discussion and show diversity by involving target groups as well as office and communications experts as guests. 7 The Hello! Show - Topics This year’s edition of The Hello Show raises ques- tions over and around the office, design and communication. The program is divided into an AM and a PM episode. In connection with each show, a short “Show ‘n Tell”-session will take place, where exhibiting companies in the Hello!-exhibition is given the opportunity to take to the stage. Each company is given five minutes and an unlimited number of photos to introduce themselves and their prod- ucts in a creative way. These blocks will also in- clude people with creative solutions and ideas for the show’s main question “communication”. New this year is the “Architect Day”, a day where The Hello Show focuses entirely on the architectural industry’s specific needs. Designology – The art of communicating design We take an in-depth, online/offline journey into the priesthood of design media. We ask our- selves: what makes great design, and what makes designers great? The design itself, the words and images which describe it, or the media context in which they are presented? Maybe all of these, or perhaps none of them? Host : Johanna Agerman Ross Furniture inside and outside the box – Communicating design values Once a piece of furniture is finished, it needs to be packaged and sold. How do you send a mes- sage about the design, and what should that mes- sage be? How do you package the item in terms of pure communication and marketing? A look at design through the eyes of communications pro- fessionals. Host : Stefan Nilsson Personalizing the business – The designer as USP “Wanted: Impersonal brand seeks designer with personality for mutual benefits”. What roles do the designer’s personality and status play as far as furniture manufacturers are concerned? What makes a designer attractive to work with besides his or her knowledge and skill? Host : Stefan Nilsson The world’s most wonderful reception – The office as a means of communication Has the brand face moved into your workspace? Communicating corporate values through your office design is becoming increasingly popular. The corporate identity boundary is slowly but surely making its way further and further into the office. Highlighting your company identity in your reception area and branded conference rooms is no longer enough. The way we work and where we work act as a communication channel for the company as a whole. How do we create a balance between undisturbed working and branding? Host : Stefan Nilsson How should we be sitting, how should we be working? – Communication technology and the work environment Communication technology has developed at a tremendous pace. Over the course of 20 years, it has changed when, where, and how we work. How does technology influence us, our working environment and the way in which we plan our workspaces? How will it develop in years to come? Host : Stefan Nilsson Architecture – Where did the debate go, and where is it heading? Newspapers devote a lot of space to books, bal- lets, plays and movies every day. But what about architecture? Despite the fact that it has more im- pact on us than any of the other fine arts, there is a curious lack of debate about our buildings. Host : Mark Isitt To be, or not to be… an architect? To communicate or not to communicate through architecture, that is the question. A conversation between architects and architects who switched careers. What made them start out as architects and what made them stop? And for those who switched, what did they choose to do instead? Host : Mark Isitt 8 Communication We used a simple communications plan to expand the topicality span for Hello - Anatomy of Communication and Stockholm Furniture & Light Fair throughout the entire year. It can be separated into three phases: Build up, Report and Summary. We build up expectations in preparation for the Fair by highlighting our main issue in various ways in social media and the blogosphere. This involves posting links with related content on our Facebook page, publishing articles on the subject on our blog or topicalizing the theme in some other way. We will also be allowing people to follow the concept work and the construction of the installation via text and images. Press releases are also sent out at regular intervals throughout the period to let people know about this year’s installation and talk show. In order to provide visitors with background information about the guests on The Hello Show, simple Q&As are published for each participant to provide an individual picture of their outlook on communication. During the actual Fair, the Stochholm Furniture & Light Fair’s Facebook page will be continuously updated with short reports from Hello - Anat- omy of Communication. These may be images, short film clips or puffs for individual constituent events. We also hand over the Hello-stage for Show ‘n Tells – this is an opportunity for companies with products in the exhibition to present their company and their products in words and images. These sessions wrap around The Hello Show. As a way of summing up the Fair week, we publish filmed sessions of The Hello Show, as well as images and text about the installation. All companies which have taken part in the installation get their products tagged with accompanying links to retailers/companies. •Theme/Designer 2013 PRESSRELEASE •The Hello Show PRESSRELEASE •Sammanfattning av 2013 PRESSRELEASE JAN DEC MARCH v. 6 v. 4-5 NOV OCT SEPT Social Media Presence THS clips Summary of the project Links, editorials etc Schedule THS GuestQ&A begin •The project is presented in “Di-bilagan” •The project is presented in The Official Guide to Stockholm Designweek •Start of construction PRESSKONFERENS THE HELLO SHOW SHOW ‘N TELL •Fair Week (5-9 feb 2013) BUILD-UP ON-LINE OFF-LINE Facebook Blog Twitter REPORT SUMMARY 9 Sanna Gebeyehu, contact Sanna Gebeyehu +46 733 84 46 03 sanna.gebeyehu@stockholmsmassan.se www.stockholmfurniturefair.com www.facebook.com/stockholmfurniturefair Sanna Gebeyehu is a producer and concept developer for Hello. She has worked on installations and events for a number of exhibitions at Stockholmsmässan, as well as for clients including the Museum of Far Eastern Antiquities, the Museum of World Culture, Svensk Form, the Swedish Fashion Council and ABB. . well as of ce and communications experts as guests. 7 The Hello! Show - Topics This year’s edition of The Hello Show raises ques- tions over and around the of ce, design and communication. . Stockholm and Malmö and employ 150 architects and interior designers. 6 The Hello! Show 2013 Our two fantastic hosts forThe Hello Show: (above/down) Mark Isitt, architectual critic, and Stefan Nilsson,. Concept for installation and talk show Stockholm Furniture & Light Fair 5-9 February 2013 2 HELLO - Anatomy of Communication 2013 “The way we communicate with others and with ourselves