Defining Swedish Design: Q&A with Bo Hellberg, CMO of Grythyttan Stålmöbler
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Time to read 5 min
Our Brand Takeovers place a spotlight on some of the iconic brands we work with, highlighting their stories and the influences that shape their designs. For our first Brand Takeover, we get to know more about Grythyttan Stålmöbler, a Swedish outdoor furniture brand with a rich history rooted in Scandinavian design.
To better understand Grythyttan Stålmöbler and the design culture that informs its work, it makes sense to begin with the wider context of Swedish design itself.
Swedish design has long held an important place in the world of interiors. Admired by both homeowners and professional designers, the aesthetic continues to gain momentum in 2026. Over the past year alone, Google Trends has reported a dramatic rise in searches for “Scandinavian design”, showing just how much interest the style continues to generate.
Although the roots of the movement can be traced back further, Swedish modern design came into the spotlight at the 1930 Stockholm Exhibition, where a new design philosophy centred on modernism, functionalism and light-filled interiors was presented to the world. Over time, however, the term has often been simplified and reduced to the idea of “minimalism”.
Featuring the Grythyttan Stalmobler Brewery Collection
To explore the subject in more depth, we spoke with Bo Hellberg, CMO at Grythyttan Stålmöbler, the Swedish outdoor furniture specialists founded in 1895. In this interview, he shares insights into the history of Swedish design, common misconceptions and why its influence continues to grow today.
How would you define Swedish design and why do you think it is resonating right now?
“Modern Swedish design can be traced back to the late 18th century when King Gustav III introduced a simplified version of European Neoclassicism. Interiors featured pine furniture, bare wood floors, and uncluttered spaces, reflecting a preference for natural materials and a more minimalistic aesthetic. By the 1830s, this evolved further with a Swedish interpretation of Biedermeier style, characterised by pared-back forms and light wood furniture.
The defining moment for Swedish design truly emerged in the 1930 Stockholm Exhibition. This event marked a pivotal moment, presenting a new vision of modern living through a streamlined aesthetic. The exhibition brought light-filled interiors and functional furniture into popularity, epitomising the essence of Swedish design as we know it today.
Today, Swedish design continues to develop, blending heritage with contemporary influences. Sustainability, social responsibility and inclusivity are increasingly central to the design process, as is Sweden’s commitment to environmental and social issues. I think Swedish design is being noticed because of all the reasons above, and Swedish designers continue to create innovative, visually appealing solutions that cater to the needs of individuals and society.”
Swedish design often comes under the broader term “Scandi” design. Are there any differences? What distinct values does Swedish design hold?
“Scandi” design is a very broad term, as you point out. Generally speaking, it would be clean but warm, with the calming nature of a large, light-filled space without any clutter. At a glance, much of the modernist and functionalist “Scandi design” that emerged in the 1930s until the 50s looks quite similar.
What sets Swedish design apart is the more pronounced innovation in design, material and manufacturing. (“Scandi design” tends to gravitate towards tradition, both in design and craft.)
Another defining feature is a more pronounced democratic philosophy. Swedish design has been at the forefront of sustainability for a long time and has also aimed to create well-designed products that are accessible and responsively produced.”
What are the biggest misconceptions about Scandinavian design?
“When it comes to Scandi design, there’s often a big misconception: ‘minimalism’. Although there are parallels, the region’s style is more than just understated, neat, and necessary.
Functionality is important, but so too is beauty – particularly the kind that draws inspiration from Nordic landscapes and traditions. It’s not just pale birch trees and blankets of snow; Swedish culture celebrates colour and nature in many ways. Consider the wildflower garlands that adorn heads, maypoles, and tabletops during Midsommar, the Swedish celebration of the summer season and the longest night of the year.”
IKEA is often known as a key ambassador of Swedish design. What other brands would you say have played a crucial role in defining the history of Swedish design?
“Brands that played a key role in Swedish design would be Svenskt Tenn (Josef Frank), Kasthall, Bruno Mathson, Carl Malmsten, Axel Einar Hjorth, Kosta Boda, Swedese and obviously Dux. For obvious reasons, I’d put String (Nisse Strinning) in the mix too. All of those have informed, educated and inspired Swedish designers and the design that we see today.”
Featuring Swedese
Featuring String Furniture
Swedish culture places a strong emphasis on sustainability and eco-conscious production. How are Swedish designers global frontrunners in sustainability and what trends are emerging for 2026?
“I’d say that Swedish designers very often start their process with material and sustainability in mind. This applies both to how a product is manufactured as well as how long it is expected to last. A good example is Center Center by Form Us With Love, a modular system for retail and offices that can be reconfigured endlessly or recycled.
Swedes are also at the forefront of how interiors and furniture affect our wellbeing, for example companies like Baux, world-leading in sustainable acoustic absorbers. Equally exciting is colour psychology, where designers and institutions like NCS are helping brands understand how colour can influence mood, embracing the power of dopamine décor. At the same time, biodegradable materials, energy efficient production and the integration of AI into the design process will all continue to shape the future of interiors.”
Bo Hellberg is the CMO at Grythyttan Stålmöbler – the Swedish outdoor furniture brand celebrating 130 years in 2025. He is also CMO at String Furniture who have been a Scandinavian design icon since 1949.
What are the key principles of Swedish design?
Functional, everyday design
Light materials and natural finishes
Inventive nature
Democratic, accessible design philosophy
Sustainability and longevity
Connection to nature and outdoor living
Within this context, Grythyttan Stålmöbler’s outdoor furniture feels like a natural continuation of Swedish design values. Their pieces balance practicality with quiet beauty, combining durable steel frames with carefully selected hardwood to create furniture made for everyday outdoor living. Since the introduction of their A2 Armchair at the 1930 Stockholm Exhibition, their designs have embodied the Swedish philosophy that Bo describes. Their designs are thoughtful, long-lasting objects that bring people together to enjoy the outdoors, while respecting both craft and environment.
Explore our complete collection of Grythyttan Stålmöbler designs >
View Grythyttan Stålmöbler pieces styled in the idyllic Devon countryside at Fowlescombe Farm >
Written by Kieran Martin:
Kieran is the Holloways of Ludlow Brand Manager and the face behind our social media. Outside of work he is an influencer in his own right running documenting the renovation of his home on Instagram @no.3renovation