Initiated in 2010, The Fifty Fifty Projects came to life when Katja Pettersson decided to leave Front in 2009 in order to move closer to the furniture industry itself and its intricate workings, while approaching things from a different perspective. The Fift Fifty Projects is co-created with the industrial designer Anders Landström and the art director Enis Püpülek.
The Fifty Fifty Projects believe in sharing equally, from the first sketch and all the way to the profit, which they split 50/50 between the designers and the company. The Fifty Fifty Projects collaborate with contemporary artists and offer unique and experimental products that will leave no one untouched. They believe that a higher level of engagement from the participants in The Fifty Fifty Projects, throughout the entire process – from idea and concept, to manufacturing, sales and marketing – will have positive effects on both the artistic and economical outcome.
The represented designers in the first collection are Mia E Göransson, Johanna Gustafsson Fürst and Max Streicher. The Fifty fifty projects are exhibiting in Milan at Superstudio Piu at via Tortona 27.