HELLO! - ANATOMY OF COMMUNICATION AN INSTALLATION AND TALK SHOW pptx

Concept for installation and talk show
Stockholm Furniture & Light Fair
5-9 February 2013
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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
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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).
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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.
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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.
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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.

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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
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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
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Sanna Gebeyehu, contact
Sanna Gebeyehu
+46 733 84 46 03

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.