Take five with POV Budapest: how Stockholm Design Lab gets to simple

Frans Enmark found his way into design through music, where the artists he loved were packaged by Warhol, Saville and Farrow – door openers that showed him how powerful design could be. That entry taught him to trust intuition over logic, a conviction that still runs through Stockholm Design Lab, the Swedish studio, where he is one of the creative directors. Founded in 1998, SDL has built simple, remarkable work for brands like Polestar, Moderna Museet and the Nobel Prize. Ahead of his talk at POV Budapest 2026, exploring 2026’s theme of ‘The Act,’ he tells us how he knows an idea is right, and why craft accounts for 90% of the work. TBI: Hi Frans! How are the summer months treating you so far? FE: Great. Currently on the High Coast of Sweden – an exceptional place which has the highest coastline in the world, still rising by about 1cm every year. Do visit if you get the chance.