Holly: And food! What do you think about the food compared to other fairs?
Stefan: I know it’s a big focus for the fair. And they do it well. The quality of the food is great. I am not fussy. I can eat basically anything but the look of these pop-up restaurants is just great. Formland invites a stylist or firm to make a whole new setting and installation where you eat. In August, I had lunch among marble statues or a coffee in a barn. It is all part of the “food for thought” part that I like. Coming up next is “The Villa” by Atelier Cph.
Holly: Well with fairs, I have come to expect the usual overpriced and mostly horrible fair food. Currywurst, boring lettuce salads, pizza, coke, bad sushi, and yucky coffee. At Formland, it’s entirely different. There are lovely trend-cafes to eat where the design and concept were just as well-planned as the food – so you eat fresh, delicious food that is affordable and it’s in a beautifully designed space so you are immersed in this mini-world of food and beauty. I just love eating at Formland, it’s the one fair where I know I can also find healthy, fresh food and great coffee, too. Plus, I have to mention they have an entire food HALL where you can see the latest sweets, wines, savory foods and so much more and of course, plenty of free samples!
Okay so let’s talk about size again. Size matters sometimes right?! ha ha! What do you like about the layout and size of the fair?
Stefan: It’s nice. I mean, I am a fair-pro… I’ve seen it all. The air is good, lighting is nice and the overall structure is absolutely good. Again, this is a relatively compact fair so everything is within reach. You can focus on meeting people instead of constantly looking at a map trying to find places, getting lost, feeling frustrated…
Holly: Yes, I agree – the scale is great for me too. But I must comment on how each hall feels very distinct and different from the last, and it’s well-organized. Food is in one hall, new talent in another, very stylish brands are grouped together curated in the ONE hall, then you have the big leading brands in another hall, then flowers/plants, the food hall, etc. There is definitely something for everyone. You don’t leave Formland feeling exhausted and drained. The size is just perfect for me personally.
Do you have a favorite hall? I love the ONE concept in Hall F, I would own something from every seller in that space – it’s so well curated – Mads Arlien-Søborg is genius with his concept.
Stefan: Yes, of course, ONE is the star in this concept. And of course, this is where you find all the fancy and trendy brands (regardless if they focus on craft or something more luxurious). But I love to be surprised. I would say I like Hall H where my sustainable friends of Lübech Living are. But also, mass-market brands like Au Maison. So Hall J is my favorite.