ABOUT THE CLIENT

Savo, a Swedish office seating producer, has innovation in its bones and in the back of every chair. They keep challenging the seating experience by pushing the envelopes of ergonomics and intuitive design. Savo won the Red Dot Design Award in 2022 and, together with Form Us With Love, has been honored in Fast Company Innovation by Design Awards 2023 and longlisted for the workplace design category in the Dezeen Awards 2023. 

YEAR

2025

SERVICES

Strategy

Creative Conception

Creative Direction

Production

Rollout

ABOUT THE PROJECT

As part of Savo’s evolving creative direction, studio playground created and led a styling campaign designed to shift perceptions of the office chair – taking it beyond the conventional workplace and into the world of fashion, interiors and contemporary design.

Built around the idea that Savo chairs should not only feel good, but look good, the campaign explored how colour, material, texture and setting can give office seating a distinct visual character. Through unexpected environments and considered styling, the chairs were presented as design objects in their own right, while keeping comfort and function at the core.

studio playground led the concept, creative direction and production of the stylised photoshoot, deliberately stepping outside traditional office furniture imagery to create a more artistic and editorial expression for the brand.

The result was a versatile library of elevated campaign imagery for Savo’s press and owned channels, establishing a fresh visual direction and supporting the brand’s wider ambition to bring design to the forefront of office seating.

ABOUT THE CLIENT

Savo, a Swedish office seating producer, has innovation in its bones and in the back of every chair. They keep challenging the seating experience by pushing the envelopes of ergonomics and intuitive design. Savo won the Red Dot Design Award in 2022 and, together with Form Us With Love, has been honored in Fast Company Innovation by Design Awards 2023 and longlisted for the workplace design category in the Dezeen Awards 2023. 

YEAR

2026

SERVICES

Research & Strategy

Creative Conception

Creative Direction

Partnerships

Communication

Production

ABOUT THE PROJECT

studio playground once again created, produced and activated an exhibition for Savo during 3daysofdesign. ‘The Office Chair Reimagined’ challenged conventional perceptions of office seating, repositioning the office chair from a purely functional workplace object to a considered piece of design.

Co-curated through studio playground’s creative network, the exhibition invited architects, designers, studios and creatives to reinterpret Savo’s office chairs through their own aesthetic – from colourways and fabrics to settings – revealing what an office chair could look like in their world.

Contributors included Axel Boman, Morten Nordstrøm, Sarah Gottlieb, CAN, Alice Morby, Shawn Adams, Christoph Kuemmecke, Maya Njie, and a studio playground × Antti Kalevi collaboration.

The JOI Room extended the concept into an immersive environment with a curated library of 20+ hand-picked books, floral arrangements and print materials, including a studio playground-produced journal presenting insights from the white paper ‘Resetting Office Seating: From the Back Seat to the Front Row’.

Daily guided breakfasts brought creatives and visitors together for conversations around the concepts and processes behind the exhibition, while playful elements including tic-tac-toe and bespoke merchandise added further touchpoints throughout the experience.

Welcoming more than 22,000 visitors in three days, ‘The Office Chair Reimagined’ demonstrated how insight-driven design, creative collaboration and a cohesive narrative can transform an everyday object into an engaging cultural conversation.

• White paper research & presentation in custom printed journal

• Bold brand promises & curated morning events

• Collaboration with leading industry creative voices

• Created an interactive game & personalized merchandise

ABOUT THE CLIENT

Savo, a Swedish office seating producer, has innovation in its bones and in the back of every chair. They keep challenging the seating experience by pushing the envelopes of ergonomics and intuitive design. Savo won the Red Dot Design Award in 2022 and, together with Form Us With Love, has been honored in Fast Company Innovation by Design Awards 2023 and longlisted for the workplace design category in the Dezeen Awards 2023. 

YEAR

2026

SERVICES

Research

Strategic Storytelling

Creative Conception

Editorial Content Creation & Publishing

Production

ABOUT THE PROJECT

As part of Savo’s presence at 3daysofdesign 2026 in Copenhagen, studio playground researched, developed, commissioned and produced ‘Resetting office seating: from the back seat to the front row’ – a 50-page white paper exploring the overlooked role of office seating within contemporary design culture.

Grounded in extensive research, the white paper maps how office seating has evolved across eight major European design weeks over the past decade, alongside coverage in leading media titles and wider cultural trend reports. Combining original data, industry research and expert interviews, it asks a simple question: if office seating plays such a significant role in our daily lives, why is it so often overlooked in design culture?

The research was developed into both a comprehensive digital white paper and a condensed printed journal, translating the findings into an accessible editorial format for a more design-conscious audience. Produced in thousands of copies, the journal featured a shiny silver cover and neon Pantone details, bringing together research, strategy, editorial design and high-quality print production.

Presented as part of Savo’s ‘The Office Chair Reimagined’ exhibition during 3daysofdesign, the project positioned research not simply as a report, but as a tool for reframing the category – highlighting the untapped cultural and design potential of office seating.

ABOUT THE PUBLICATION

Playground is the magazine that dares to explore, question, and re-envision the creative industries. Through thought-provoking essays, reports, and bold, honest conversations, it’s where curiosity meets play and inspiration. Packed full of smart insights and egoless advice, Playground is a must-read for those working in, or curious about, Europe’s vibrant creative and cultural sectors.

YEAR

2026

SERVICES

Strategy & Conception

Creative Direction & Design

Content Commissioning

Content Creation & Management

Publishing & Distribution

Partner Management

ABOUT ISSUE 5

The fifth, 128-page issue of Playground brings together creatives from all across Europe – writers, illustrators, photographers, and artists – to map the current state of creativity across the continent and beyond. 

Across essays, data, and dialogue, Issue 5 investigates the invisible economy that powers creativity, asking what it takes to keep it fair, connected, and alive – and the role of  experimentation and play in helping to shape what comes next.  

Inside Issue 5:

• A report on the importance of play 

• Essays on speculative writing, why ideas are like monobloc chairs, refusal as creative practice, the allure of old-school gaming aesthetics, and more 

• Our new city guide – Cities as playgrounds – exploring Finland’s capital Helsinki 

• A deep dive into the world of workwear, along with the reveal of our latest workwear collaboration

• Conversations with creatives: artist Oliviero Fiorenzi, creative entrepreneur Carla Camilla Hjort, and more 

• Plus, more Play – reader favourites including The CV of failed projects, The culture shelf, insights on the new local economy, and “play breaks” that invite readers to think along the way

• Everyday Uniform’ workwear with OXOX CLUB: launched a limited-edition everyday use uniform set with personality, comfort, and function at its core.

• New paper: introduced new cover paper & glossy papers inside the magazine.

• Playlist co-creation: invited the band AXNER, to curate a playlist for Issue 5 .

• Community created: Issue 5 continues Playground’s tradition of being shaped by its wider creative community, with every piece created by contributors discovered through open calls or invited directly.

UNIQUE FOR THIS PROJECT

ABOUT THE PUBLICATION

Playbook is a contemporary puzzle magazine born from a simple belief that we need more play offline – inviting curious adults to slow down, focus, and rediscover the joy of solving problems with pen and paper. Studio playground set out to rethink the category by bringing together original puzzles, thoughtful editorial design, and premium production in a publication made to be kept rather than discarded. Whether taken to the beach, the park, on a trip, or simply kept close on the sofa, Playbook is made to stay with its readers for a while. 

YEAR

2026

SERVICES

Strategy & Conception

Creative Direction & Design

Content Commissioning

Content Creation & Management

Communication

Publishing & Distribution

ABOUT ISSUE 0

Inside, you will find more than 60 puzzles across three different formats and varying levels of difficulty – designed to keep your hands busy, your mind engaged, and your curiosity switched on. Along the way, there is space to try, doodle, drift, and return. You will also find quotes on play from conversations with people who, like us, are searching for more of it too.

ABOUT THE PROJECT

Challenging a category – Playbook started with a clear reason for existing: to create the kind of puzzle magazine we wanted to see in the market.

Expanding our publishing practice – Playbook marked studio playground’s first expansion beyond Playground magazine into a new publishing title and format.

Exploring a new production format – A new title also meant developing a different physical format. Playbook was produced as a tactile, brochure-like publication with a protective plastic cover.

ABOUT THE PUBLICATION

Playground is the magazine that dares to explore, question, and re-envision the creative industries. Through thought-provoking essays, reports, and bold, honest conversations, it’s where curiosity meets play and inspiration. Packed full of smart insights and egoless advice, Playground is a must-read for those working in, or curious about, Europe’s vibrant creative and cultural sectors.

YEAR

2025

SERVICES

Strategy & Conception

Creative Direction & Design

Content Commissioning

Content Creation & Management

Publishing & Distribution

Partner Management

ABOUT ISSUE 4

The fourth, 112-page issue of Playground brings together over 70 creatives – strategists, artists, designers, and writers – to map the current state of creativity across Europe and beyond. 

At its core is an expanded creative industries report, built on original data and community insights, alongside essays exploring creative exchange — from the value of home and paying it forward to navigating pitches and money.

A ‘Deep Dive’ into notebooks examines how our tools shape the way we think and create, complemented by conversations with creatives including Axel Boman and Julie Joliat on intuition, self-expression, and experimentation.

New interactive elements — such as a community board, prompts, and “play breaks”— invite active engagement throughout. Across essays, data, and dialogue, Issue 4 reflects on the invisible economy behind creativity and how play and experimentation move it forward.

Co-created notebooks alongside the magazine – in collaboration with Berlin-based stationery designer edition Julie Joliat, we developed a new notebook. Born from studying the note- and sketchbooks of countless creatives, it is both an ode to and an antidote to traditional note-taking. A playground for ideas, drafts, and drawings, it’s an open invitation to create and experiment — without the fear of ruining a page.

Content development – For Issue 4, we stepped away from our usual structure to experiment with a more fluid approach. Rather than dividing the magazine into three distinct sections, we blended the content to enhance readability and flow.

Hosted two international Events – One in our home base of Stockholm, created as an intimate gathering for friends and family in a more cozy setting, and another in Berlinfor a larger audience, bringing together around 100 guests.

ABOUT THE PROJECT

ABOUT THE PUBLICATION

Playground is a fresh, bi-annual independent magazine for imaginative minds created by studio playground. Featuring thought-provoking essays, engaging conversations and an assortment of “creative quickies”, it’s an honest, and at times, opinionated exploration of the creative mind and process.

YEAR

2025

SERVICES

Strategy & Conception

Creative Direction & Design

Content Commissioning

Content Creation & Management

Publishing & Distribution

ABOUT ISSUE 3

Following the success of its first two issues, studio playground once again gathered its creative forces to bring a new chapter to life. Released in the spring of 2025, Playground Issue 3 with its green cover explores the creative industries through the lens of freedom. The print brings together over 40 creatives and contributors to collaborate on the topic that extends beyond the creative world.

As more creatives choose to work independently and break free from rigid structures, it’s clear there’s a drive to escape rules, hierarchies, mistrust, and dishonesty. It felt like a conversation that needed more airtime. 

As a concept, freedom is personal and means something different to everyone. In this issue, readers examine it from multiple angles.

Conducted an Open Call – For the first time, we launched an open call to invite contributors directly from our audience. The initiative was a success – over 10 contributors featured in Issue 3 were discovered through this new process.

Stack Magazines – Playground Issue 3 was selected as Stack Magazine’s pick for the month of May 2025. As an international subscription platform, thousands of copies of our green issue landed in the hands of readers around the world. The response has been incredible and became a boost for a small, independent publication like ours.

Hosted an international event – In collaboration with Stack Magazines and Amsterdam’s iconic Athenaeum Magazine Store, we hosted our first international launch event. The evening featured a conversation between Steve Watson of Stack and Auste Skrupskyte Cullbrand, Playground’s Editor-in-Chief, followed by a lively mingle where guests could explore and purchase the magazine.

ABOUT THE PROJECT

ABOUT THE CLIENT

Savo, a Swedish office seating producer, has innovation in its bones and in the back of every chair. They keep challenging the seating experience by pushing the envelopes of ergonomics and intuitive design. Savo won the Red Dot Design Award in 2022 and, together with Form Us With Love, has been honored in Fast Company Innovation by Design Awards 2023 and longlisted for the workplace design category in the Dezeen Awards 2023.

YEAR

2025 – ongoing

SERVICES

Research

Editorial Strategy

Creative Conception

Securing Partnerships

Content Production

ABOUT THE PROJECT

When studio playground re-branded Savo, part of the work was creating a long-term editorial strategy to position the brand as modern, insightful and future-proof. From this strategy, Savo Sitdowns was born – an ongoing interview series offering a platform for meaningful conversations around design, the modern workplace, and the role of seating in supporting health and productivity.

Each conversation is guided by the unique perspective of the guest – from design studio founders to physiotherapists and workplace ergonomics experts – shaping Savo as a curious and reliable thought leader. The series combines long- and short-form content with photography, film, and strategic partnerships, giving Savo a flexible content engine that feeds into campaigns, exhibitions, and publications.

studio playground continues to lead the series end-to-end: setting themes, curating guests, orchestrating production, and publishing with purpose so that every piece aligns tonally and strategically with Savo’s brand voice.

WHATCH NEWEST SITDOWN WITH SUPERLAB

PROJECT HIGHLIGHTS

– Best performing Savo’s content series across channels.

– Growth through partnerships.

– Thought leadership positioning (Sitdowns are hosted by Savo’s CEO Craig Howarth, strategically helping to position him in the field).

– Tailored creative team per project.

ABOUT THE CLIENT

Savo, a Swedish office seating producer, has innovation in its bones and in the back of every chair. They keep challenging the seating experience by pushing the envelopes of ergonomics and intuitive design. Savo won the Red Dot Design Award in 2022 and, together with Form Us With Love, has been honored in Fast Company Innovation by Design Awards 2023 and longlisted for the workplace design category in the Dezeen Awards 2023.

YEAR

2025

SERVICES

Research

Strategic Storytelling

Creative Conception

Editorial Content Creation & Publishing

Production

ABOUT THE PROJECT

As part of Savo’s 80th anniversary celebrations at 3daysofdesign 2025 in Copenhagen, studio playground created & published Savo Printed Journal – a bespoke printed editorial piece designed to capture the brand’s eight decades of design and ergonomics innovation, and its ongoing journey towards workspace seating excellence.

Developed as part of the Sit. Dot. Move. exhibition, the 22-page journal was designed as a high-quality editorial design object rather than a product catalogue – an engaging blend of in-depth research, brand storytelling, and playful design details.

With its striking silver metallic cover – a bold, tactile nod to studio playground’s commitment to pushing production quality – the journal became a talking point during the festival. Visitors praised both the execution quality and the editorial approach, recognising it as a distinctive take on brand storytelling in print.

ABOUT THE CLIENT

Savo, a Swedish office seating producer, has innovation in its bones and in the back of every chair. They keep challenging the seating experience by pushing the envelopes of ergonomics and intuitive design. Savo won the Red Dot Design Award in 2022 and, together with Form Us With Love, has been honored in Fast Company Innovation by Design Awards 2023 and longlisted for the workplace design category in the Dezeen Awards 2023.

YEAR

2025

SERVICES

Research & Strategy

Creative Conception

Securing Partnerships

Communication

Production

ABOUT THE PROJECT

To mark Savo’s 80th anniversary, studio playground once again created, produced and activated an exhibition for 3daysofdesign event. Savo’s ‘Sit. Dot. Move.’ – an ambitious exhibition reflected both, the brand’s legacy while boldly embracing its future.

Created and co-curated in collaboration with studio playground’s network — local creatives and architects (in this case, Archival Studies) — the space showcased eight decades of Scandinavian design through a deconstructed timeline and archival materials inviting visitors to experience the seating & spend some playful time with the product.

Interactive elements like a playful “dot quiz”, bespoke merchandise, our created brand journal and branded workwear transformed the activation into a dynamic, story-driven encounter. With over 16,000 visitors in just three days, Sit. Dot. Move. proved how insight-driven design can connect heritage to the future – engaging audiences through creativity, clarity and purpose.

– 80 years archive research & presentation.

– Bold brand promises & curated morning events.

– Collaboration with local creatives.

– Created an interactive game.