Get to know the people behind the stylish products that will appear at the 2014 International Home + Housewares Show in Discover Design.Ourconversations with exhibitors give you a glimpse of the inspirations, influences and ideas that go into creating the exciting products that you’ll see very soon at McCormick Place. Today we’re speaking with Ingerid Mohn, president, Sagaform USA. Sagaform is based in Sweden and its U.S. headquarters are in Marlton, N.J. Sagaform collaborates with Sweden’s top designers to create joyful and innovative products for kitchen and table that match the latest trends and lifestyles.
Ingerid, where do you find inspiration when designing new products?
Our designers are gifted with exceptional training and credentials. In conjunction with our product team, together they look at trends in interior designs and fashion for emerging patterns, designs and colors and incorporate all those elements with their own design eye into new design classics.
Are there any specific designers, places or eras that influence you?
Creative brainstorming is a shared process that generates meaningful innovation and creative execution that is truly inspired – inspiring products that merge design freshness with commercial potential. Lately the Sagaform Retro patterns, colors and designs have proved quite popular. And, as Sagaform translates from the Swedish as storytelling, the form, function and spirit of each product and each line tells its own story in the making and expression in our products.
How do you choose which idea to take to the next step — to product development?
Our product design team works with our designers who come from varied and diverse backgrounds. As part of the dedicated process, Sagaform looks at items presented by our designers and evaluates them based on our criteria of joyfulness, appropriateness as a gift, superior function and how it fits with our categories. If the items fit, they move forward to production.
How do you identify the key user audience for your products?
We are very aware of our target market – primarily the 20-40 year old group who embrace and are open to new trends and styles and who look for well-priced products to brighten their home, create distinction and bring joy and pleasure to the environment, and to those who inhabit it, share it and showcase it. Our main customers also enjoy giving gifts and are always seeking something different, distinct and memorable than the typical wine and flowers.
Is there an approach or look that joins the functionality, form or emotional appeal of your product line?
The carry through in our line is the joyfulness and entertaining aspect.
Where are your products manufactured?
Primarily centered in the Far East.
How do you see design’s importance in our industry as it moves forward?
Design will continue to be extremely important. For Sagaform, it is the core element that allows even an everyday item to stand out and become more than just utilitarian. We take pride in creating design classics.
Tell us about your previous experience with Discover Design and how our Show helped build your relationships with buyers and media.
Discover Design has allowed Sagaform to exhibit in an area that includes other great designs hence attracting buyers seeking something different. Discover Design also creates an atmosphere of newness and acceptance and allows us to take chances with products which, as it turns out, is a lot of fun.
We have watched the Discover Design area grow and become more popular over the past few years. We are excited to see how it will continue to grow in 2014 as more and more buyers become aware of the area and seek it out.
Thank you, Ingerid, for explaining your joyful approach to creating new products. Thank you for returning to exhibit with us in Discover Design. We will see you soon at the big Show—it is sure to be exciting!
Visit Sagaform in Discover Design S3664. Learn about their delightful gift items and functional products that enhance life at home at www.sagaform.com/usa
Discover Design is the premier design destination at the International Home + Housewares Show. Located in the South Building, the invitation-only category features more than 100 exhibitors from around the world. Companies driven by innovation and design present distinctive products and collections in Tabletop, Gift, Textiles and Home Décor categories. The Discover Design Gallery, accessible to buyers and media, features select products that are entries in the Global Innovation Award (gia) for Design. Learn more about Discover Design exhibitors and their products by checking Housewares Connect 365.