Malin Gustafsson has created a new visual universe for a new rug collection. Finarte is a Finnish, but globally known, design house specialized in colourful and uniquely shaped rugs. Finarte needed new brand images for the new rug collection but also a fair stand for Nordics leading design, furniture and interior event called Habitare to launch the brand new collection. The task was to make brand images and fair stand that go hand in hand and create together a solid visual world.

The new rug collection called Poet is inspired by Renaissance, poetic rhythms and lyrical forms, but also relies on Finartes visual heritage such as bold colours and strong patterns. As a multidisciplinary creative that was an interesting challenge but also a delicious starting point for her design work. The final outcome of brand images and fair stand is a cohesive visual universe of soft pastel colours, flowing ruffles and organic shapes.

The fair stand for Habitare was very much inspired by the colour scheme and atmosphere of the new brand images. A key aspect of Malin Gustafsson‘s concept was to reimagine the traditional fair stand into an inviting space for exploration and interaction (touching, feeling etc.). Therefore the heart of the stand is behind curtains hidden pink secret room with soft carpet walls and playful mirror.

Finartes stand with its eye-catching elements such as ambitiosly high arched walls, unconventional placement of the rugs and neon lights, became one of the most photographed and Instagrammed stand of Habitare.