INSIDE THE FURNITURE STARTUP BELOVED BY INSTAGRAM, PINTEREST, CASPER, AND EVERLANE

In 2005 Petrus Palmér co-founded the studio Form Us With Love straight out of design school in Sweden. By 2012, FUWL’s clients already included Ikea, Cappellini, and Muuto. It was hard to imagine how things could go better, but Palmér felt a nagging discontent in what he was doing. He was stuck between designing for the biggest mass market imaginable or for the 1% who could afford a USD 10.000 couch.

technologyNicki Lange10 January 2018hemComment