The concept was titled as Pop-up; a temporary intervention presenting the qualities of Møbelkraft in an easily approachable manner. The space of the stand was constructed out of cardboard boxes normally used for the transportation of the furniture products. The idea was to highlight Møbelkraft as an organisation in transition with the closed boxes hinting of possible things to come. Another element of the stand was a media screen, that played a video in the ‘minutt for minutt’-format. The video presented the exceptional nature in the Sykkylven region with the objective to underscore the local context as a particularity of the Norwegian furniture cluster. The stand was also furnished with early examples of novel furniture pieces produced in the region’s heydays.