Swedish design collective 'Whatswhat' will be launching their first collection at ICFF this weekend - and we must say - it's a very promising start.  

The collective will represent Konstfack University College of Arts, Crafts and Design from Sweden at the fair and has been formed by John Astbury, Bengt Brummer and Karin Wallenbeck.

“Potential Energy” is their collection of lighting that explores just this concept; each pared down piece expresses a different take on potential energy, playing with structure, dynamics and atmosphere.

By inviting interaction to set the potential energy in motion, the group tell story of analogue dimming, movement and rest.

One of the stand-out pieces from the range (and a new addition to the M.E. wishlist) is a pleated lamp shade that changes shape when its drawstrings are pulled, whilst the range also includes a floor and desk lamp that can be adjusted by pulling the power cord through holes in their stands.

Have a look here for a glimpse of the pieces in action...