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Swedish design studio Front is breaking with tradition. In an industry dominated by men, the firm is instead led by four women. And in a scene driven all too often by ego, Front takes a fully collaborative approach. “We never design individually,” explains member Sofia Lagerkvist. “The outcome is always better if we work together.” Having met while studying industrial design at Stockholm’s Konstfack, the quartet, which united in 2003, has maintained an intimate practice ever since, and so far the ethos is paying off.   MORE >>

Swedish design studio Front is breaking with tradition. In an industry dominated by men, the firm is instead led by four women. And in a scene driven all too often by ego, Front takes a fully collaborative approach. “We never design individually,” explains member Sofia Lagerkvist. “The outcome is always better if we work together.” Having met while studying industrial design at Stockholm’s Konstfack, the quartet, which united in 2003, has maintained an intimate practice ever since, and so far the ethos is paying off.

At this year’s Salone del Mobile alone, Front showcased six different projects, including new pieces for Moroso, Skitsch, Moooi, Established & Sons, Porro and Veuve Clicquot. But this is no overnight success story. Collections such as 2004’s Design by...including a UV-sensitive wallpaper and vases that appear to tumble off the shelf—introduced Front’s expertise in exposing the small, often disregarded phases of the design practice. This year, they continue to do so by toying with the notion of image.

“All the 2009 projects are connected, but approached in different ways,” explains Lagerkvist. For Moroso, the team created the illusion of texture and three-dimensions by printing furniture upholstery with photorealistic imagery. The seat cushions of the Kuddsofa appear to balance on their edges, while the Soft Wood sofa disguises a comfortable seat with a fabric that mimics wood. The idea is similar but simplified in the storage collection for Porro. On the credenza, a line illustration conveys weave patterns, while the armoire resembles the twinkle of wind-tousled curtains. Each piece emphasizes how little is needed for a designer to fool the eye. “We want these pieces to play on the knowledge we have about objects,” Lagerkvist says. “They’re intended to make people think about their presumptions of everyday furniture.” It’s this intelligent sense of fun that has propelled the foursome into the big leagues of international design. And it’s this desire to challenge old preconceptions that will keep them there-together. frontdesign.se   << LESS