An interview with the design studio
Form Us With Love
Form Us With Love
Shaping change: the story behind NOOVO
Since its founding in 2005, Stockholm-based design studio Form Us With Love (FUWL) has become known for its forward-thinking, purpose-driven approach to design.
In this conversation, we explore the origins of their vision, how they integrate innovation with sustainability, and what inspired their first collaboration with office furniture expert Bene. At the heart of the partnership: NOOVO, a versatile chair that redefines what flexible seating can be.
What inspired the founding of Form Us With Love, and how has your vision evolved since 2005?
Form Us With Love is an international design studio founded in 2005 with a mission to drive meaningful, long-term change through design. At the heart of the studio lies a process that blends traditional creative practices with strategic thinking — always evolving with the needs of each project, its place in the market, and the everyday lives of people. We see design as a method for improving life — not through grand gestures, but by solving real, often complex problems at a human scale. We believe that by identifying industrial opportunities that address social needs, we can create smart, sustainable, and necessary products that benefit both business and society.
How do you balance innovation with sustainability in your design process?
At Form Us With Love, sustainability isn’t a trend — it’s a foundation. We design with the full product lifecycle in mind, helping brands shift from short-term fixes to long-term, business-wide strategies rooted in ecology. We believe true circularity is achievable, even at scale. By bringing together diverse expertise with companies like Bene, we find simple answers to complex challenges. For us, sustainable design is about doing more with less — and creating real impact, one thoughtful decision at a time.
The collaboration with Bene was the first with an office furniture provider. What moved you to work with Bene?
We were intrigued by Bene’s forward-thinking approach when it comes to sustainability and their thoughts how to cater for making an office future proof. Thinking and acting sustainably is both Bene’s aspiration and their inspiration. As a leading designer of modern working environments, Bene is committed to contributing to a future worth living. In collaboration with customers and partners, the company develops sustainable concepts and office solutions that align with their economic, ecological, and social responsibilities.
What was your inspiration when starting the design process for NOOVO?
The NOOVO chair was created with the flexible future of work in mind. As offices evolve into dynamic, multi-use environments, NOOVO is built to energise any space — from quick coffee spots to open meeting zones, cafés, lounges, even outdoor and residential settings.
Inspired by the timeless bistro chair, NOOVO blends lightness, elegance, and comfort with a modern twist. Its seat is a versatile canvas — available in mesh, Viennese wickerwork, plastic, wood or upholstery — and made from recycled and recyclable 100% polypropylene with no reinforcements. Rooted in sustainable thinking and subtle nods to Bene’s Austrian heritage, NOOVO redefines contract seating — intuitive, adaptable, and anything but “officy.”
NOOVO is a chair that embodies the timeless elegance of classic bistro design. Could you elaborate on what makes this chair unique?
NOOVO was designed to perform across a variety of spaces — from cafés to lounges to meeting zones. That meant making it both sturdy and sleek, detailed yet visually unified. To support the demands of flexible work environments, the team developed a key feature: an easily exchangeable seat. The challenge was to create a user-friendly mechanism that didn’t require many tools or expertise. After testing various ideas, from ski boot-style click systems to screw solutions, the team arrived at the simplest and smartest option: six screws, removable with an Allen key. This allows users to swap seat inserts — wood, mesh, Viennese wickerwork, plastic, or upholstery — effortlessly, extending the chair’s lifespan and adaptability. With a nod to Bene’s Austrian roots through Viennese wickerwork, NOOVO brings thoughtful design, flexibility, and sustainability into one elegant solution.
Its gonna be intriguing to see how NOOVO is going to be used and played with in diverse contexts and in different applications to facilitate flexibility in the modern office.
John Löfgren, Form Us With Love
NOOVO Bene has been honoured with the prestigious iF DESIGN AWARD 2025. This globally recognised award stands for outstanding design and top-tier quality and has been presented by the iF International Forum Design GmbH for over 70 years.
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Photos: © Form Us With Love
