Johan Persson from Stockholm-based design firm No Picnic heads the joint venture of four Swedish firms, Swedish Design Ltd, that has just set up an office in Hong Kong

Hong Kong is no stranger to Swedish designs. Sony Ericsson, Saab, Volvo and Ikea are already well-known Swedish brands thriving in a city that is a glittering showcase for many renowned global brand names.

Noting Hong Kong's openness to Swedish brands, Johan Persson, design manager of Stockholm-based industrial design firm No Picnic, is heading a joint venture of four Swedish design firms to open up a company here. Called Sweden Design Ltd (SDL), the joint venture will draw on the expertise of these four firms whose pool of talent covers everything from project management to consumer electronics, furniture and interior design.

Mr Persson believes Hong Kong provides a good start for their operations. "The Hong Kong Government is putting a huge emphasis on design and that is very encouraging. There is also a large volume of products made in this region that need design expertise. We hope to find ways to create added value and bring more differentiation to product designs. After all, a good design can raise profit margins," he explained.

Strategic positioning

In view of the increasing number of companies moving their production to the Far East, it seems timely that in October SDL will set up its base in a city located so close to the "factory of the world" in southern China. Whether that results in a cross pollination of Swedish-Chinese design fusion remains to be seen, Mr Persson said.

"We have been travelling back and forth from Stockholm to Hong Kong in the past year. We need to understand the problems and difficulties the companies are facing in Hong Kong. Our strategy is to work closely together with them to solve these problems. Therefore, we are starting a business locally," he added.

"I've also met many people in Hong Kong who have taken a real interest in what we have to offer and want to understand more on how to maintain competitive edge through designs."

Located in Kowloon's new Innocentre - next to the Hong Kong Design Centre and the Hong Kong Productivity Council - Mr Persson hopes his "multidisciplinary organisation" can "push design to a more strategic level" in this part of the world. 

"SDL will offer industrial design service with supportive brand management and more importantly, design management. We want to offer our clients not just a product design but also a competitive business strategy and risk management value-added services to go with it." 

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