Design Talk:


 1. How would you describe your unique style and aesthetic?
      • Our designs are modern, simple and expressive. We strive to have and select designs that contain the aesthetic contrast between soft shapes and straight lines. Our Scandinavian design heritage runs in our veins and this is manifested in our handpicked collection of functional and honest products from upcoming talents and established designers.

    • 2. When starting a new project, what is the creative process each product goes through?

      We believe in love at first sight. When we receive design proposals, we look for the initial idea and stories told about the product as well as the visual details such as colours and expressions. If there is an instant affection, curiosity or interest, our Creative Director will show the designs to the Marketing and Sales team. The following discussion is not solely a matter of what would be able to sell in the market. It is just as much how we feel about the design and what stories we are able to tell with the design. This is where the creative process starts.

3. When looking for new ideas is there a particular thing you do to look for inspiration?

We are always attentive to what goes around us. We believe that we are not that different from our end-customers. We look for inspiration on social media and in printed interior magazines. But as a brand, you have to be one step ahead. So we like to challenge ourselves to think ‘This is now. What is next?’.

 4. How do you view the development of storage furniture in interior design?

Storage is often linked to functionalities. It is in the name; to store something. However, storage has developed into more than merely functions. Our shelves, sideboards and cabinets have expressive and clear lines that make them stand out. It is not just what is on the shelves or inside the cabinets that matter. The storage solutions should be distinctive on their own.


 5. How do you feel your products fulfil both form and function?

Form and function go together. It can never just be the one for us. So we strive to make the two elements go hand in hand with our designs.


                • 6. How do you ensure every product has a meaning, purpose and function?

                  When looking at new designs, we use these three words as a simple checklist. The design proposals we receive should fulfil our values in order for us to create a coherent collection. One by one, we discuss the meaning, purpose and function of the designs. Sometimes, these are obvious and other times, we have to dig a little deeper to understand the true meaning or the intended functionalities of a design. This is the point where the design proposals either get selected for a second round or deselected.

      7. How long does it take to develop a product through design and prototype to completion?

      This differs from each design. Some products are more complex than others. Smaller accessories take less time to develop than a wooden chair or an entire sofa series. Some designers are able to produce well-made prototypes, which makes that the development process more straightforward compared to an early sketch attached in an email.


8. How do you find upcoming talent and established designers you work with?

We take the time to find talents at different furniture fairs. It is great inspiration for us to see what young creative minds are able to come up with. Some of the upcoming talents have a distinct line and expression and it may not be that their designs are what we are looking for right now but we always keep the talents in mind for future ideas and briefs. To spot talent is to look for great ideas - and for something new and for something that inspires you.


 9. Which beautifully designed storage or organising product do you covet?

The Finn Juhl sideboard designed in 1955. With its elegant construction, clear lines and inside drawers in bold colours, the sideboard is a true masterpiece.



10. Do you have any great organising tips you can pass on?

Organising is the balance between having items on display or kept away. Be selective in the items you choose to have on our shelves. Keep the needed items behind doors in a cabinet or sideboard and place the items you love where you can see them.