massproductions' bell tent installation at stockholm design week asks visitors to slow down

during stockholm design week 2020, massproductions invited visitors to slow down and enjoy a moment of contemplation with I’m slow, an installation comprising an oversized bell tent, with newest product release roadie encircling a ‘fireplace’ at its heart. taking a stand against today’s fast-paced obsession with novelty and growth, the stockholm-based furniture company provided time and space for attendees to step off the treadmill of the typical design fair experience. from tactile surfaces to a bespoke scent, every one of the five senses has been carefully catered for to enable a mindful moment of reflection, evocative of nights under starry skies. all images courtesy of massproductions

‘we hope this approach might encourage visitors to slow down and think twice before acting on their first “I want this” instinct – and perhaps even inspire some of our colleagues in the industry,’ says massproductions co-founder magnus elebäck. ‘it’s time to make smarter choices and think more carefully about why we consume the way we do. if we slow down, we will have the time to make sure we buy products with a long-lasting value, in terms of quality, design or even the resale value. the slow movement is here.’

the installation, which took place parallel massproductions’ stand at the fair and an explosive club night on wednesday 5 february, offered a place to slow down and take stock. ‘we need to produce fewer things, and better things,’ notes co-founder and designer-in-chief chris martin. ‘that’s where we should be heading for environmental reasons. furniture should have a long life for the customer – and that means investing more time before bringing it to market.’ inside the bell tent, the candle-lit ‘fireplace’ was surrounded by the company’s latest release, roadie, a curved, lightweight and stackable sofa for outdoor use. its form draws from barricades that are often used on concerts, were metal tubes are welded together roughly. the function of this sofa being light and easily stackable also references the quick set up before and after concerts, by ‘roadies’.

‘we are in no rush,’ says martin. ‘of course, we have deadlines and we keep our customers happy by delivering on time, but when it comes to developing ideas, it is better to be slow.’ true to his word, martin often holds onto ideas, developing them slowly over years, even decades and only releasing them when they are absolutely ready. ‘if an idea can stay with me for 20 years, the end-result should last a lifetime,’ he explains. massproductions is very careful about what it puts into production, always asking what contribution the piece is making and whether it is built to last.