Interview
String Furniture, a pioneer of Scandinavian design, has an exciting year of launches to mark its 75th anniversary – we spoke to CMO Bo Hellberg to get the details
For the Swedish design brand String Furniture, 2024 is a big year, marking, as it does, 75 years of theiconicpieces found in homes across the world. To celebrate, it has a year of exciting events and launches planned. We spoke to CMO Bo Hellberg to find out more.
At a time when our homes have to do more things than ever, what’s the importance of multifunctional design? If you need to fit [multiple] functions into one space, you need modularity and flexibility – but something that people don’t think about is wellbeing. That space that you use for work one minute has to be a place where you relax the next. It needs a lot of different design elements, [as well as an] aesthetic that makes you happy about spending time there. It’s quite demanding to do all of this.
The String system, of course, ticks many of these boxes – 75 years on, why do you think this design is so enduring? The beauty of String is that everyone is b espoke. People take great pride because it’s something that you design yourself, so it becomes very personal. The openness of the wall panel creates a kind of warm modernismwithanatural,humanfeeltoit; it emphasises simplicity and functionality and Scandinavian minimalism.
With such a strong aesthetic associated with String, how difficult is it to create new designs? Everything we do relates back to String; it X is very much a point of reference. We have design principles that new partnerships need to fit within.
