More than 200 persons responded to the invitation to the seminar, most of them branch people. It was clear that the interest and the curiosity for the Swedes, with sophisticated and puredesign, was high.

Ewa Kumlin from Svensk Form was the moderator during the seminar, telling us also the story of Design S and what she hoped would come out of it in terms of  development and new thinking.

Mårten Claesson delivered an inspiringpresentation describing the work in the studio where the design project emerge. The audience could see photos of his collegues (with grimaces) as they look after a long cold winter or when it had been too much of creativity at the office. Claesson described both his architecture projects in Japan as well as the Claesson Koivisto Rune furniture design well-known from  to most of us.

FolkForm, with the designers Anna Holmquist and Chandra Ahlsell, told us about their  masonite project wich has attract attention all over the world. Butterflies and  flowers are squeezes in to the masonite board and a exciting pattern emerge. Pictures and movies completed their story of the way from idea to “mass production”.

Martin “MYRAN” Olofsson has been living in Athens for more than five years and run his own design shop in Athens, Kolonaki with success. But everything is not possible to sell in Athens!
- I imported a Swedish design chair, similar to the Greek taverna chair and was convinced that it should be a money-spinner. Today, three years later I still have the chairs in my shop. I haven’t sold even one. Sometimes things doesn’t work out as you expect, Martin said.
However the coat hanger named Tree, made by Michal Young and Katrin Olina at SWEDESE, is a best seller.

Design Team 39.22 with designer Melissa Lascaratou and Constantinous Hoursoglou from Athens started with a movie which described  their creative work  to make patterns for wall papers. The wall papers, which has been shown at the Milano Fair among other places, decorate many desks and public rooms. The message from 39.22 to the audience was the importance to the combine commercial potential artistic design and functionality.

Matias Cindric, chief designer at SAAB revealed the sources of inspiration to their design.
- Our design ideas for cars, both external and internal peaces, are inspired by SAAB aircrafts but also by the Scandinavian environment as well as the nature. I´m convinced that the choice of car more is more of a emotional thing than a rational decision.

The evening ended with a party in the exhibition hall where Design S is shown . The guests listened to Swedish pop/rock music and sipped Greek wine mingling between and around cupboards, clothes, saddles for bicycles, rubber boots and many of other design products.