Tobias Berg
When Norwegian designer Tobias Berg was named Best in Show at Greenhouse by Sight Unseen, it was the result of carefully considered design principles and a distinct design language – one where the construction not only supports, but also defines the furniture.
Congratulations Tobias – you exhibited at Greenhouse this year and was awarded Best in Show by Sight Unseen. What was it about your design that made you win, do you think?
– I think it’s a combination of concept, material selection and design language. I want to create furniture that are timeless, but also challenge conventional construction methods. My work is inspired by architecture and engineering – I explore how furniture can be built with minimal use of materials but still have strength, balance and a strong expression. A consistent feature in my design is letting the construction define the form – there are no hidden joints or unnecessary details, just an honest expression of how each piece is built. The jury also pointed to the overall presentation, so it was likely the combination of the products, the concept, and how everything was curated within the stand that made an impact.
“A booth full of bangers”
Sight Unseen described Berg’s contribution as “a booth full of bangers” and highlighted how his work was not only market-ready – but also one of the most assured debuts they’ve seen in years.
Berg applied to Greenhouse with just one product, but was encouraged by the jury to submit more, which gave him the opportunity to both create new works and work on previous sketches.
– I explored different product combinations, sketching and digitally mapping out the stand to see what would work best spatially. In the end, time became both my worst enemy and my best ally — forcing me to make final decisions and turn concepts into tangible prototypes.
It worked in his favor; before the fair even opened, Berg had licensed his designs to Lunnheim, an upstart Norwegian furniture company that had already brought his Kollen chair into production.
What has Greenhouse meant to you?
– Greenhouse has been an incredibly important platform for me. Not only to showcase my products, but also to get valuable feedback from the industry. I’ve met producers, curators and other designers that I wouldn’t otherwise have come into contact with. The visibility has also led to opportunities that I look forward to exploring further.
What is your best advice for someone thinking about applying to Greenhouse?
– Make sure you have a clear concept that shows who you are as a designer. To get the most out of Greenhouse, you should have a clear idea of what you want to achieve – whether it’s finding a producer, getting feedback or networking.
– Spend time on the presentation. How you present your work is at least as important as the product itself, it’s about telling a story and creating a visual whole.
– And perhaps most importantly: be open to conversation. One of the best things about Greenhouse is all the people you meet and the unexpected opportunities that can arise through dialogue with industry professionals, journalists and other exhibitors.
WORDS Eva Magnuszewska
PHOTO Andy Liffner
