Press release LONDON, October 2015 Jacob Hertzell styles Sven Markelius s Pythagoras for Bemz in collaboration with Ljungbergs Factory Jacob Hertzell s curation of Pythagoras Red by Sven Markelius for Ljungbergs Factory Watch Jacob Hertzell s curation video here. More high-resolution images here. October 13, 2015 - Bemz, known for its designer covers for IKEA furniture, is very proud to introduce the most quintessential example of 1950s Swedish design, Pythagoras created by Sven Markelius, into its 10th Anniversary Limited Edition Designer-Curated collection. For the launch, Bemz commissioned renowned Swedish stylist, Jacob Hertzell to curate a Pythagoras covered Stockholm sofa with textiles from the existing Bemz collection. Jacob Hertzell created an inspiring milieu that exudes mid-century modern elements with clear references to the ECO-SOC session hall of the UN building in New York for which the fabric was originally created. Sven Markelius (1889-1972) was one of Sweden s most iconic 20th century designers and a strong advocate of Swedish Functionalism. Several of his well-known textile patterns, such as Pythagoras and Prisma, have been exhibited internationally as representatives of 1950s Swedish textile design. Press release Sven Markelius / Ljungbergs Factory & Bemz October 13, 2015 1
The hand-printed pattern Pythagoras was originally created in 1952 when Sven Markelius participated in the architectural group designing the UN-buildings in New York. The team included other prominent architects such as Le Corbusier and Oscar Niemeyer. Tasked with designing the session hall for economic and social issues in 1952, Sven Markelius came up with the handprinted pattern, Pythagoras for a curtain made of elegant velvet. Markelius experimented with cutout triangles laid out on the floor to create the pattern which was then pinned and painted. The design was produced in three different colours: red, blue and yellow. Jacob Hertzell s curation of Pythagoras for Bemz Jacob Hertzell was commissioned to curate a Pythagoras covered Stockholm sofa from Ikea. The resulting look is 50s-inspired with modern elements. An appropriately placed Diamond chair, designed by Harry Bertoia in 1952, draws on the geometric shapes of the Pythagoras pattern in a clever and stylish way, while the multifaceted shade of the Foscarini floor lamp provides an injection of contemporary flavour to the theme. Situated behind the sofa is Alvar Aalto s curvilinear wooden screen with its wooden slats and undulating shape reminiscent of the the UN building s ECO-SOC session hall s interior. The curtain, made of Silver Grey Rosendal Pure Washed Linen is from Bemz. Jacob paired the sofa cover with solid coloured cushions covers from Bemz in Soft White, Sun Yellow and Mandarin Orange, coupled with a contrasting Teal Blue. More Bemz cushion covers depicting 50s designs are placed on a nearby bench. This curation which took place on September 3, was filmed and will be available from October 1, 2015. The textile Pythagoras is hand-printed in Sweden Photo: Ljungbergs Factory in Rydboholm, Sweden The Pythagoras pattern is still hand printed in Rydboholm in Sweden today. It is one of the most complicated prints manufactured with eighteen screens in double repeats. Hand printing is a highly exclusive printing process where each colour is printed separately. The printing method results in very nice, vibrant colours with sharp outlines, which create a unique sense of Press release Sven Markelius / Ljungbergs Factory & Bemz October 13, 2015 2
craftsmanship. Ljungbergs Factory have used this printing method since 1834. Pythagoras is the most exclusive fabric to be added to the Bemz collection. Jacob Hertzell s Curation The Sven Markelius launch is the fourth of five design collaborations in the Bemz 10th Anniversary Limited Edition Designer-Curated collection, and is Bemz s tribute to 20th-century Swedish design. This elegant fabric will be available for purchase across a limited selection of sofa covers at Bemz.com from October 15 until the end of 2015. The fifth and final design collaboration will be launched in November. Press release Sven Markelius / Ljungbergs Factory & Bemz October 13, 2015 3
Press release Sven Markelius / Ljungbergs Factory & Bemz October 13, 2015 4
Ends For more information, fabric samples or to borrow covers, please contact: Christina Bhachu, christie@bemz.com, +44 796 621 6363 Customer service from the UK: 0800-048 84 04 (Toll Free) Ljungbergs Factory: Kristina Hermansson, kristina.hermansson@ljungbergsfactory.com, +46 76 328 98 14 Jacob Hertzell: jacob.hertzell@swipnet.se, Tel: +46 70-732 13 31 Notes to Editors: High resolution images from Bemz available here. Caption information for images: Top Image: The curation by Jacob Hertzell for Bemz. This includes a Stockholm sofa in Pythagoras Red [NEW] by Sven Markelius for Ljungbergs Factory, 1099 (approximate price), along with Bemz cushion covers in Soft White, Sun Yellow, Mandarin Orange and Teal Blue, 19 each. On the bench, Bemz cushion covers in Ash Brown Bulbous by Stig Lindberg ( 29), Mandarin Orange ( 15) and Grey Trianglar by Viola Gråsten ( 35). On the chair, Bemz cushion cover in Multi Comedin Går by Stellan Mörner, 29. Bemz curtains in Silver Grey Rosendal Pure Washed Linen, starting from 95. Second Image: Jacob Hertzell s curated colour palette: Pythagoras Red [NEW], Soft White Panama Cotton, Sun Yellow Panama Cotton, Mandarin Orange Panama Cotton and Teal Blue Panama Cotton. Third, Fourth and Fifth Images: See details under Top Image. Sixth Image: A young Sven Markelius and his Pythagoras pattern. For more details, please see the attached press release entitled SvenMarkelius/Ljungbergs. Press release Sven Markelius / Ljungbergs Factory & Bemz October 13, 2015 5
About Jacob Hertzell Jacob Hertzell is a well-recognised stylist, interior designer and design writer with a degree in design from Beckmans School of Design and Stockholm University. He works as a freelancer for editorial magazines like Residence and The Wall Street Journal, and companies like IKEA and one of Sweden s most prestigious design shops, Svenskt Tenn. He has put together design and architectural exhibitions, created radio shows about design and interiors for Sveriges Radio (Sweden s national radio broadcasting system) and continuously works on interior design projects with one of Sweden s most successful contemporary furniture designers, Jonas Bohlin. Press release Sven Markelius / Ljungbergs Factory & Bemz October 13, 2015 6