Svenskt Tenn has invited Italian designer and entrepreneur Margherita Maccapani Missoni to curate the summer exhibition 2023, for her distinctive way of placing Josef Frank's design in unexpected and playful contexts. Greetings from Margherita, which opens at Svenskt Tenn's iconic Stockholm store on 1 June, has been built in the form of a large picnic, working with Maccapani Missoni's personal take on contemporary 'italianness.'
- I've been an avid Svenskt Tenn customer for a long time and enjoy decorating my home with Josef Frank's furniture and patterns. My aim with the exhibition is to create a lesser seen version of the Svenskt Tenn universe, by incorporating my take on contemporary 'italianness', and the characteristic Italian philosophy of being outside in conviviality, says Margherita Maccapani Missoni.
The exhibition, Greetings from Margherita, has progressed from the idea of a large garden picnic, coming to life through a series of Margherita Maccapani Missoni's table setting favourites. Multiple set tables in diverse designs are in focus, creating a personal, social, and eclectic atmosphere in the gallery space. Numerous Josef Frank patterns have been used, including Italian Dinner, Catleya, Stripes, Posions, and Vegetable Tree; seen on both table linen, upholstered furniture, and parasols, the latter which have been custom-made for the occasion.
- With Greetings from Margherita, we've worked with the vision to create an outdoor atmosphere within the walls of Svenskt Tenn. The focus has been on moving Josef Frank's bold patterns and selected furniture designs out into an imagined garden, with set tables at the centre, comments Karin Södergren, Head Curator at Svenskt Tenn.
A smaller range of special edition Svenskt Tenn products, designed by Margherita Maccapani Missoni, is introduced with the exhibition, including heart-shaped cushions with Josef Frank's patterns Mirakel, Barranquilla, and Dixieland, two trays featuring postcard- like motifs, and a plate and assiette produced in Italy exclusively for Svenskt Tenn. The postcard returns as a theme throughout the project, also making an appearance as a wallpaper in the exhibition. Incorporating her unique eye for rare objects and present-day design, Maccapani Missoni has engaged artisans and small businesses to create limited edition products, merging local, mainly Italian, design with the heritage craftsmanship of Svenskt Tenn.
Lastly, Greetings from Margherita acts as a personal homage by Maccapani Missoni to Estrid Ericson, who founded Svenskt Tenn in 1924 and was well-known for her creative ways of setting a table and curating the store. Ericson started the company at 30 years old and over time transformed what began as a small pewter workshop into an internationally renowned design institution.
- I've found many affinities in Estrid Ericson. To me, she was an avantgarde woman and inspiring entrepreneur who early on thought outside the box and did things in her own way, with high integrity, Maccapani Missoni concludes.
The exhibition Greetings from Margherita is open from 1 June to 27 August in Svenskt Tenn's store on Strandvägen 5 in Stockholm. The special edition Svenskt Tenn products will be available to purchase globally online, in a limited edition. Selected products from external producers will only be available to purchase in the exhibition.
About Svenskt Tenn
Svenskt Tenn is an interior design company with a store at Strandvägen 5 in Stockholm, online shop, B2B and Interior Atelier services. Since 1975, the company is owned by the Beijer Foundation, with surplus from Svenskt Tenn going to support research within ecological economics, medicine, and environmental conservation, as well as the preservation of Swedish interior design.
About Margherita Maccapani Missoni
Margherita Maccapani Missoni is the granddaughter of Ottavio and Rosita Missoni, who in 1953 founded the company that became world famous for its iconic, colourful zigzag patterns. Margherita herself worked as a designer at the company and is well known for the several projects that reflect her personal and eclectic style - spanning from acting to interior design and her latest entrepreneurial venture, Maccapani.
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