IHA checks in with Annica Hovbom product manager of Sagaform Sweden and Ingerid Mohn, President of Sagaform Inc, to hear the about the latest from the company recognized for its elegant tableware and giftwares. Sagaform will premier its new collections and its contemporary Scandinavian classics at N8524 at the 2017 International Home + Housewares Show in Discover Design.
Annica, give us some background on Sagaform’s perspective and positioning.
Sagaform stands for joyful, innovative gifts for the kitchen and the table. Indoors and outdoors– joyful gifts for friends or family or for spoiling yourself. Sagaform aims to be the obvious gift choice for a Saturday night dinner host, the new neighbors you welcome to your community, or when you want to brighten up your day at home. The gift market is never ending and it is Sagaform’s ambition to help you spread joy and bring a grateful smile to the recipient of your gift. We cooperate with Sweden’s best designers who know the brand’s core values and keep current with home furnishings trends and lifestyles—all a must so that we can offer our customers the best of Scandinavian design.
Annica, where do you find inspiration when designing new products?
Our new mission is “Discover the Joy of Giving.” This is the guiding thought when designing new products. Inspiration comes from meeting with friends and family and hearing what they use and how they use products. In addition, we travel around the world for inspiration and attend trend seminars to find out the latest. Our designers then take this information and use it to create products that are unique and solve everyday problems.
Are there any specific designers, places or eras that influence you?
We take inspiration from design icons such as Tom Dixon, interesting materials, colors and function.
How do you choose which idea to take to the next step — to product development?
Sagaform creates loving relationships through great gift articles. The most important question when deciding on new ideas is, “Who would this gift be for and for what occasions?” If we cannot answer this clearly we will not move forward.
Is there an approach or look that joins the functionality, form or emotional appeal of your product line?
Dining together and giving gifts are two wonderful ways to build strong relationships. At Sagaform, we combine these two by offering a wide variety of unique products with a twist, for kitchen and the table.
How do new technologies influence your product design? How do you use social media?
Currently we are utilizing Facebook and Instagram, but we realize that there is still a lot to learn when it comes to social media.
How do you see design’s importance in our industry as it moves forward?
Design is a process of working to develop solutions in a conscious and innovative way in which both the functional and stylish requirements are based on the user’s needs. We have our roots in the Swedish design tradition and largely work with established designers. Design is an important tool to secure our special status in Sweden and abroad. It is our way to ensure good functionality and good quality.
Can you give us a preview of what you will be showing in your booth in Discover Design?
We know that a gift is not only the product itself but the presentation, so we have taken our gift boxes to a new level. Assortments of our products are offered with sleeve that when removed reveals a true gift box. Inside the gift box is ribbon and a card, and all products are wrapped in tissue paper. This makes it easy for anyone to quickly and easily create a beautiful gift! We will be showing this new gift box solution “Wrapped & Ready” as well additional products in our Club bar series and Oak wine/cheese and serve ware series. And we are so excited that our Oak Bowl with Trivet and Salad Servers was selected as a finalist for gia. This is the “Oscars” of home and housewares!
Tell us about your past experiences in Discover Design.
We really enjoy the Discover Design. It allows a place at the Show for buyers to find unique products that might be outside of what they currently carry. We’ve heard comments in previous years such as, “It is like a treasure hunt of great items”, “I could spend all day here” and “This will definitely be on my radar for next year.”
Thank you, Annica, for this stirring endorsement! We look forward to enjoying your beautiful new products in your booth N8524. See you soon in Chicago!
See more Sagaform products at www.sagaform.us
Discover Design is the premier destination at the International Home + Housewares Show for trend spotters who make design their priority. Retailers looking for the unique will find early 200 design leaders at Discover Design located at the front of the North Building.
Anchored by renowned brands such as Alessi, Blomus and Charles Viancin, Discover Design welcomes new exhibitors, such as notNeutral, Victoria Lekach, and Unplugged Goods, and introduces 10 emerging companies at the Design Debut incubator. Additional fresh offerings from veteran design-focused exhibitors such as Kikkerland, Zoku and Magisso will also inspire your choices for the coming year. Find more information on Discover Design exhibitors online.
