Design industry disruptor Hem is in for a busy 2020, including the opening of their first NYC showroom
”The desire to start a furniture brand rather than a design studio originated in frustration over how archaic and dysfunctional the design industry was,” says founder Petrus Palmér.
Palmér is trained as a designer and founded design studio Form Us With Love together with two friends from school after graduating. They worked together for almost a decade, designing furniture and lighting for everyone from IKEA to the best high-end Italian design firms.
How come that you started Hem a little bit more than five years ago?
— The desire to start a furniture brand rather than a design studio originated in frustration over how archaic and dysfunctional the design industry was, he says. Hem was built on everything I love about the design industry — the attention to detail, the appreciation of originality and the culture of design. However, we decided to go against the traditional distribution model, and talk to our customers directly. That meant not exhibiting at trade shows and not depending on distributors, agents and retailers. Our huge ambition is to create the defining design brand for our generation, much like how Vitra and Herman Miller defined the modernist era with cutting edge design from the Eames, Saarinen, and Noguchi.
One of the most eye-catching releases in 2019 was Max Table, most recently launched also in solid ash.
— Max has been a longtime collaborator of ours. The now epitomous Last Stool was launched in 2015 and has been a fantastic hit, defining the brand. Max Table is our second collaboration, a 3m generous solid wood table, uncompromising in quality and assembly.
Max Table and Max Bench.
2020 will be a very ambitious year for Hem, where the first couple of months will be defining.
— We’ll start the year with the opening of our new HQ in Stockholm, during Design Week in February. It’s designed by our own internal design studio together with Paul Vaugoyeau, and features a sulfur yellow pink bar, handmade by London-based designers Soft Baroque, says Palmér, continuing,
— In March we’ll open our showroom in NYC, on Broome Street in Soho. Besides the Hem collection, the space is crowned with a custom installation made from mirror-finished aluminium, crafted by local NYC designers Chen Chen & Kai Williams. For Salone del Mobile in April, we’ll preview some very exciting new products by some of the most intriguing designers we know. In April, we will also launch a completely new Hem.com along with an elevated brand setting a completely new standard for how the design industry operates.Petrus PalmérMax LambHem.comSalone Del Mobile 2020Max Lamb Last StoolMax Lamb Max TablePaul VaugoyeauHem new Stockholm HQSoft BaroqueChen ChenKai WilliamsStockholm Design Week 2020