Jonas Wagell released a whole bunch of new products at the Stockholm Furniture Fair this year, but our favourite is this 'Hello' floor lamp.

Designed for Normann Copenhagen, the lamp combines a large shade with an acrylic diffusor to create a soft and pleasant light, attached to a simple rod of solid birch.

"I strive to design objects that look simple and uncomplicated, and not technical. Objects that have a graphic appearance like symbols or icons. The Hello floor lamp is like that. Its simplistic shape questions why things have to be - or look - so complicated." Jonas explains.

Why indeed?

We love this.