Students of more than 20 design schools in Sweden, Norway, Finland, Denmark and Iceland every year is invited to participate in Muuto’s annual design contest Muuto Talent Award.Hundreds of students decided to submit their best designs within furniture, lighting and accessories.
In 2010 edition, the Swedish design trio Whatswhat Collective from Konstfack took the headline and first prize with the floor lamp Pull. Among the jury’s arguments for choosing the Pull lamp were the designs "strong Scandinavian references in both material and appearance” combined with some “Surprising and neat functional features".
Whatswhat Collective on the design "the unique composition of the Pull lamp provides the lamp with a personality that is both organic and distinctively true to its Scandinavian design heritage. The partly exposed, partly hidden cord connects the elements and provides the mechanism to adjust the position of the shade. Adjusting the shade not only changes the light but also the character of the lamp".
After 2 years Pull was released by Muuto in Paris at the 2012 Maison & Object exhibition.
The partly exposed, partly hidden cord add a sense of whimsy but also functions as the mechanism to adjust the position of the lampshade.