Testing Grounds Showroom? by Form Us With Love – Photo by Jonas Lindström.
Design. Every February, Swedish design studio Form Us With Love unveils its latest collections and collaborations through their Testing Ground exhibition — but this year marks a clear shift. For the first time, the Stockholm Design Fair has been cancelled. Left without such an anchor event, the studio has turned a challenge into an opportunity, using the moment to reflect on the role of physical space in retail and contemporary design.
- RELATED STORIES: Read more about Stockholm Design Days 2026 on Archipanic.
Photo by Jonas Lindström.
“With fairs fading a bit, digital channels speeding up, and business models constantly shifting, the role of the showroom isn’t really fixed anymore — and that’s kind of the point,” explained FUWL founders Jonas Pettersson and John Löfgren to Archipanic. In response, Testing Ground evolves from a week-long presentation into a four-month temporary showroom and living space, designed to unfold over time rather than deliver instant answers.
Photo by Jonas Lindström.
“Testing Grounds was set up to respond, test, and keep the question open, much like a design process.” Alongside its regular opening hours, the space will host events and talks, while doubling as a platform for sharing ideas, design thinking and experimentation.
Photo by Jonas Lindström.
Rather than acting as a static display, the studio argues that the contemporary showroom should be a place “to try things out: how products are met, how conversations happen, and how ideas change through use and dialogue. Swedish design has always been good at balancing clarity with curiosity, and that feels especially relevant now.”
Courtesy of FUWL.
Within the Testing Ground Showroom exhibition, Form Us With Love presents a new textile collection developed with BYBORRE, and new acoustic designs for BAUX. These are shown alongside ongoing collaborations with Savo, String Furniture, Tarkett and Forming Function, offering a snapshot of work in motion rather than a finished statement.
Courtesy of FUWL.
“The physical space isn’t replacing fairs or competing with digital — it complements them by offering what they can’t: shared presence, material experience, and the ability to adapt as we go. In that sense, the role of the showroom is never really finished; it’s continuously redesigned.”
Courtesy of FUWL.
All photos are courtesy of Form Us With Love.
Courtesy of FUWL.
Courtesy of FUWL.
