DN “Why only English text when the majority speaks Swedish?”
This morning we had the pleasure of reading Lotta Jonson’s article “Why only English text when the majority speaks Swedish?” featured in Dagens Nyheter.
We are proud of the fact that Jonson is mentioning Form Us With Love alongside great institutions, such as the Nationalmuseum and Modern Museet. She argues that books and exhibition texts by Swedish brands and Institutions written in English are excluding and elitist. Is it not the other way around?
Let us explain why we like to communicate in English; our team in international. Our clients are international. Our followers are international and our designs reaches people across the globe. Subsequently we spend our days, from early morning to late night, speaking English regardless of us being in our studio, attending meetings in Älmhult or visiting people in their homes in India or China.
Half of the people in our studio have moved to Sweden to work for us and it makes us proud to know that they are able to work and live here without the pressure of learning our limited language, at least not straight away. We are proud that we are good at English in Sweden, which is inclusive and welcoming to those who to come here. What is a persisting problem, however, is the slow immigration process (for people outside EU) and the catastrophic shortage of housing, but that is another question that we are more than happy to discuss further at another time.
To return to the reason why we chose to write our book in English, its because we believe that English is the most inclusive language today. In the future, it will most certainly be another language. Programmers use an international language, for example, across the boarders that people of power once drew with a pen on a paper.
Five thousand people visit our website monthly at the moment, most of them are from New York, Stockholm, London and Seoul. We would like to be able to communicate in Swedish as well as in other languages, but its unfortunately not something which we have capacity for at this point.
We understand that Jonson’s article was written to stimulate the discussion, something we appreciate. The Swedish language and culture is important to us. Swedish culture has a lot to offer, in the same way that we learn from others.
I hope that this response clarify our relationship to language and communication, in order for the world to become closer, not the other way around.
DESIGN SWEDEN 60 YEARS
Design Sweden is an independent organisation set up with the purpose to nurture and enable designers living and working in Sweden and those operating abroad. Celebrating 60 years this year, the organisation is continuing to engage in design from an industry as well as a public perspective. This years anniversary celebrations include an evening of talks around the theme of […]Read more
The I—X publication by Form Us With Love was awarded this March by the Swedish Book Art Association, ‘to serve as a model of emulation.’ As a chronological compilation, edited by Lia Forslund and designed by Hendrik Nygren Design, the book is a generously sized monograph filled with design process, insights and reflective thinking. ‘The act to present extensive material […]Read more
Disegno – IKEA Odger
In the latest issue #14 of the renown quarterly journal of design, Disegno, Form Us With Love is featured, in an extensive process story on the development of Odger, a new chair designed by Form Us With Love in collaboration with Ikea. The article covers the case of the Odger chair from a quality control perspective, unveiling […]Read more
Architonic Top 100 Designers 2016/17
Released every March is Achitonic’s annual ranking of the best architects and designers in the world. Form Us With Love is this year honoured to be amongst the world’s Top 100 designers. An impressive verification, knowing that the result is user-generated by text searches on architonic.com, a database currently including more than 300,000 products from […]Read more
The worlds best architects, designers and influential brands were ranked last week for Dezeen’s annual 400 strong hotlist. Form Us With Love was proud and delighted to take a firm thirty-ninth place in the designers category, next to admirable design colleagues like Nendo, Thomas Heatherwick, Ronan & Erwan Bouroullec and Tom Dixon. Congratulation to the […]Read more
Greenhouse is an iconic part of the Stockholm Furniture & Light Fair where young designers show work that have not yet been produced, to connect with partners, experts and producers. Each fall, designers and institutions from across the globe apply with prototypes and ideas to participate in the exhibition. In jury this year, John Löfgren […]Read more
TALLINN DESIGN FESTIVAL
Along with a fine panel of design peers, Form Us With Love was invited by Estonia Design Center to participate in the Tallinn Design Festival, with the aim to push the discourse of what design can really become—monitoring and discussing the changes in the design world.Read more
RÖHSSKA 100 YEAR
Gothenburg is renown for being one of the world’s most inventive cities and the proximity between industry, design and public is more present here than any other Swedish city. With a historic, rich and informed design collection, Röhsska Design Museum is an iconic Swedish design platform.Read more
In the latest issue of Form, Sweden’s leading design and architecture magazine, Bo Madestrand, the magazines editor-in-chief, shares his thoughts on the relation between aesthetics and demand when it comes to designing, in an in-depth interview featuring John Löfgren and Jonas Pettersson, founders of Form us With Love.Read more
How important is the 3D printer for design at large? Jonas Pettersson, CEO at Form Us With Love was invited by SVT, Swedens Public Television channel, to discuss historic and current ways to critique design innovation for the common good, available online, in Swedish only, Antikmagasinet, season 9, episode 11.Read more
Design House Stockholm
In 2012 Design House Stockholm celebrated it’s 20th anniversary. To mark this important milestone, The Publishing House for Scandinavian design made a beautiful publication. It featured a series of photographs staging Design House Stockholm products in the rooms and halls of Hallwyl House in the centre of Stockholm, including, Work Lamp, Cord and Form Pendants […]Read more
This year the Swedish studio celebrates a decade in business, during which time it has created dozens of recognisable products including a landmark range with Ikea, and co-founded Baux. Yet, as always, they are thinking ahead. “It’s a landmark, sure, but most of the things are not done yet,” smiles Löfgren. “I’m more energetic than […]Read more
Swedish lighting company Ateljé Lyktan collaborated with Form Us With Love when redesigning its visual identity. Tack Studio lead the project editorially and graphically; creating two journals for the brand in 2012 and 2013. The journals include the Plug Lamp, Hood and Ogle.Read more
KEYNOTE AT IIDEX CANADA
November 29th 2017, John Löfgren, co-founder and creative director of Form Us With Love will be addressing attendees of IIDEXCanada 2017. The Keynote reflects on the studio’s twelve years of work, the learnings along the way, and how Form Us With Love sees design at the crossroads of culture and industry. Date: Nov 29, 2017 Time: […]Read more
LIENERS DESIGN LOUNGE
This month, Form Us With Love participated in an evening symposium, held at the beautiful Marmorsaal in Weissenburgpark, Stuttgart, Germany. In a series of talks, hosted by Liener büromöbel, design was tackled in three sub-sections; team, room and process. Speakers included Prof. Ulrich Weinberg from Hasso Plattner Institut in Potsdam, Markus Schiffer, Country Manager at Buzzi Space […]Read more
You try to locate the sensors, looking for those dark coloured lenses usually placed in the stem of the faucets. But you can’t see anything! It’s ‘minimalism’. You place your hands a wide as you can, moving frantically to try to maximise the chance for a reflection to hit the sensor—it still doesn’t work.Read more
In 2009, Comforty Living invited a number of renowned European designers to compete for a contract — Andersen & Voll from Norway, Philippe Negro from France, to name a few. We were invited to Warsaw to each design a sofa. The best piece was then picked by a jury and put in production.Read more