"I could do nothing to improve on this new Bolon product so I simply conjured up a ploy to make those passing the stand stop and look." This was Jean Nouvel's comment on the decision to place life-size statues of himself on the floor, walls and even the ceiling of the company's stand. A successful communication strategy with a barrage of photographs taken on the bench beside the architect dressed in black – this is how a highly amused Marie and Annicka Ecklund watched the intrigued queues at the launch of their new 3D fabric interior coverings Create.