FutureDesignDays 2004 left its hometown Borås for the swedish capital Stockholm. The event grew big at the Stockholm International Fairs with a huge EXPO, compared to what was exposed at Åhaga in Borås. The conference developed further and Breakout Sessions were added. The theme of the year was FEAR, but something told us that we had nothing to fear about moving to the capital of Scandinavian design. And the speakers didn’t act like they were scared.

Bigger, better, more

The number of delegates doubled compared to the year before – more than 4,000 came to visit the event in Stockholm. The conference programme was held in the Victoria Hall with room for more than 2,000 people. The news of the year was the Breakout Sessions – exclusive forums, with much smaller audiences than the conference. They provide a forum for interaction and discussion between the speaker and the audience. Much appreciated!

The EXPO had more than 60 exhibitors squeezed into 5,000 square metres of exhibition area. This was where all the delegates mingled and had their lunches served. EXPO also presented Speakers Exhibition, Y?Design, Kids, Campus, Partners Exhibition and last but sure not least the Theme Exhibition; Death Equalizer signed the Swedish artist Pål Hollender. A fully functional electric chair. Lots of people challenged the fate and tested the chair with a risk of getting a killing lethal shock (one chance in 3.5 billion).

Glamourous Award ceremonies in the Blue Hall

Being in Stockholm it was obvious that the FutureDesignDays Award ceremony had to take place in the Blue Hall, known for hosting the world famous Nobel Banquet every year. The jury announced Frida Bard as the winner of the award 2004 and she recieved the prize sum of SEK 50,000. Peter Kjellberg, from the prize donator Mercedes-Benz, and superstar Karim Rashid, handed over the prize cheque.

FutureDesignDays 2004 was graced by the presence of HRH Crown Princess Victoria, who, on her own initiative, had choosen to attend some of the talks on the first conference day.

The move from Borås to Stockholm made the event even more visible and the media coverage became huge. The conclusion of the fourth FutureDesignDays was undoubtly: success!

FutureDesignDays was voted Best Public Event 2004 in the Swedish Sponsorship & Events Association’s Gyllene Hjulet competition in Stockholm.


Stockholm International Fairs, the Blue Hall in Stockholm City Hall and Nordic Light Hotel


Amechi Ihenacho, Carol Wells, Cecilia Hertz, Claudy Jongstra, Dirk Wynants, Efe Buluc, Erika Lagerbielke, Fredrik Magnusson, George Sowden, Göran Sundberg, Hani Rashid, Inga Sempé, Jenny Wiklund, Jim Wine, Johan Huldt, Johan Staël von Holstein, Jonathan Ford, Kirsti Paakkanen, Kristofer Hansén, Leif Pagrotsky, Marcus Jahnke, Marcus Wendin, Mark Goetz, Massimo Morozzi, Mathilda Tham, Mike Press, Ora-Ïto, Peter Siepen, Pio Barone Lumaga, Phil Thornton, Piers Roberts, Rachel Cooper, Rory Dodd, Sara Kristoffersson, Simonetta Carbonaro, Stefan Sielaff, Ted Hesselbom, Thomas Nyström, Todd Bracher, Tom Dixon.


Mark Levengood

Expert Commentator:

Mark Isitt

Inaugural Speaker:

Michael Treschow

Master of Ceremonies:

Tilde de Paula

FutureDesignDays Award:

Frida Bard


Thomas Di Leva, Rhythmus Modern, Dj Karim Rashid, Kartell Quartet

Theme Exhibition:

Pål Hollender


FutureDesignDays Soundtrack 2004: FEAR

Featured artists; Rod, Yasume, Telefon Tel Aviv, Intricate, RJ Valeo, Monolake, Murcof, Max, Richter, Kopernik, Esem, Efterklang

Expo format, brakout sessions and awards ceremony ads on

Conference in Viktoria Hall at The Stockholm International Fairs
Breakout Sessions 15 per day
EXPO area 5000 sqm
EXPO Stage with planned program
Awards Cermony in Blue Hall
Gala show in Blue Hall
Exhibition and lounge in Golden Hall
VIP Lounge in Prince’s Gallery
Kickstart Night at Nordic Light Hotel

Unique visitors 4523
Accredited journalists (10% international) 187
Articles in Swedish newspapers and magazines 369
Articles in international newspapers and magazines (as we know of) 47
TV- and radio news in Sweden and in TV-stations in Russian countries 21
Countries represented 23
Hours of programme on the stages 45
Exhibiting companies 69