Massproductions collaborated with French architects Julien Renault and Paul Vaugoyeau, that created a stand at the Stockholm Furniture & Light Fair 2020, held from 4th -8th of February based on Massproductions brand philosophy “I’m Slow”.
During Stockholm Design Week 2020, Massproductions encapsulated their brand philosophy in the words “I’m slow”, taking a stand against today’s fast-paced obsession with novelties and growth and our hectic everyday lives. The French duo designed the stand to reflect this philosophy and the result is a calming architecture offering visitors a chance to slow down.
“Being “slow” also means being in the present, something that is desperately needed within the furniture sector. We worked with the I’m Slow concept by creating an architecture that is very calming and with only a few focus points. We hope that visitors will slow down when they’re entering the space and that they’ll take their time to explore the stand and the products. We tried to replicate the same state of mind and calmness one has when entering a museum”, says Paul Vaugoyeau.
The stand has a strong architectural presence relying on repeated elements, based on a 120cm x 120cm grid pattern that is made of tiles in off-white roughcast lime mortar plaster. Assembled on-site, the stand can easily be stored and reused.
– “We wanted to create something neutral yet radical. The whole stand is made in a monochrome tone. For the walls, stucco paint is used, which creates a rough structure that catches the light very well. We have worked with linear lights in a simple overlapping grid pattern, which reveals the texture and architecture giving the stand a slightly warm light”, says Julian Renault.
– “We take pride in thinking twice before releasing a new piece of furniture onto the market and only implementing ideas that will be long-lasting and sustainable. One of our new pieces has been developed for over 20 years, which is why we wanted to give them their well-deserved space at the fair”, says Magnus Elebäck CEO and CO-Founder of Massproductions.
In collaboration with Il Café, Massproductions was offering their visitors the best coffee in Stockholm.