Petrus Palmer is the managing director of a small Swedish design group called Form Us With Love, and says while they respect their fellow Swedes at IKEA, they would never want their own fresh concepts like jellyfish lamps or lacquered birch origami chairs to be sold in the chain.
As he puts it, Were quite certain how we want to be seen, and IKEA is definitely not how we want to be perceived. We put a lot more time into our products.
Petrus says the Swedish three-person operation is particularly proud of their new Bendable Interior Objects, in which things like a coat rack, shoe rack and business card holder are all punched out of a flat piece of recyclable aluminum.
Petrus jokes, Its basically us saying, Beat this IKEA.
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