Summer 2016

Scandinavian Design: Form Meets Function By Julie McCallum

Scandinavian style. Danish design. Consumers in the U.S. are welcoming this Nordic invasion with open arms and the design that has come from these Nordic countries is currently taking the interior design world by storm.

Danish design brand Bloomingville recently launched in the U.S. with the sales organization Ivystone. Betina Stampe, Bloomingville’s founder and creative director said, “We are so happy to introduce the Bloomingville brand to the United States. I often see ideas for new products in my dreams, and seeing the success of Bloomingville has been a dream come true.”

U.S. home décor company Creative Co-Op Inc., which acquired Bloomingville in 2014, will operationally support the launch. “Bloomingville will address a previously underserved market segment of millennial consumers who appreciate Danish design, but often find it priced beyond their budgets,” said Eugene Wang of Creative Co-Op. “Bloomingville will offer a high Danish design element at prices accessible to all.”

The basic fundamentals of Danish/Scandinavian design, according to Bloomingville head of design Anne Sophie Brandt, are simple design, functionality and mix of materials. “What I love about Nordic design is that functionality is always in focus. The mix of different materials is very important, and especially wood plays a big role in Nordic design,” Brandt said.

While the tradition of minimalism reigns in Scandinavia, they also love to create a mood. “It becomes natural for interior design to reflect the surrounding landscape,” said Fredrick Axelsson of Eight Mood, the furniture and home décor company headquartered in Sweden. Inspired by world travels and Scandinavian design, Eight Mood will debut for the first time in the U.S. this June in the Portico Showroom at the Dallas Total Home & Gift Market. Known for its dedication to high-quality designs at attainable prices and their unique business strategies, Eight Mood has catapulted to success worldwide.

“The Nordic climate is somewhat extreme with long dark winters and short but bright summers, so it is not strange that the light affects us a lot,” Axelsson explained. Grey, beige, white and pale pastels remind one of that Nordic landscape. During fall and winter, the colors are even paler. “It is natural for us to want bright homes to seize the daylight and let it in. We like to decorate with natural materials such as wood, wool, leather and glass. We have a simplified and sometimes almost fastidious sense of form and expressions. This probably reflects our quite plain and sometimes barren nature,” he said.

“We like to decorate with warmth to create a cozy atmosphere. Textiles are important to give soft contours as well as literally provide warmth during long cold winters with thick throws and cuddly pillows,” Axelsson added.

Lighting candles as soon as it darkens outside is important. Lanterns, tea light holders and candlesticks can be found in abundance in Scandinavian homes.

Minimalist with clean and simple silhouettes mixed with fluid and geometric shapes, is how Kendra Harp, senior buyer at IMAX, describes Scandinavian design. “Form is very heavily focused around functionality. It also has hints of natural, organic materials used in baskets and wood pieces in a neutral color way,” she added.

Julie McCallum

Julie McCallum is publisher of Gift Shop Magazine. She is formerly the editor-in-chief of the publication, as well as editor of Museums & More, and she has more than 25 years experience in publishing.