Defining Norwegian Design from Zetteler&Dunn on Vimeo.
Tell about 100% Norway – how did it start and what’s your involvement?
100% Norway is an initiative by the Design Council in Oslo and the Norwegian Embassy in London to help promote and champion the very best of Norwegian design. Its beginnings coincided with a surge in great design output from the country and I think the powers that be saw what a brilliant response these young, up and coming talents were getting in London and wanted to give a helping hand.
Benedicte Sunde
I got involved in year three – 2005. I had been following the scene there for some time, was excited by what I was seeing and had a strong sense of what would work in the UK market. I’m not Norwegian [like 100% Norway’s co-curator Benedicte Sunde], but that’s quite important in a way. I’m able to say how great Norwegian design is without it coming across as arrogant!
Swing by Peter Opsvik
100% Norway 2013 from Zetteler&Dunn on Vimeo.
The show is celebrating its 10th anniversary this year – why do you think it’s been such a success?
I think the design is genuinely really strong. We are very picky with what we include, and always have a high proportion of work that has never been seen before, so it always feels fresh. People do love Scandinavian design, but this group has an exciting edge to it; it’s very innovative, and not too serious. We’ve also had great support – from the global media and design community, from the Norwegian royal family (the Crown Princess opened the show twice!), and we recognise the importance of a great party too…
Cloche by LarsBeller
How do you and Benedicte Sunde chose the designers who will be in the show?
Designers send in applications and we shortlist a selection from these before meeting everyone and seeing the work in person. It’s quite a slick process now. In the beginning it was a case of having to go out into the wilds of Norway and finding it… now we have a reputation and people design products explicitly with the show in mind.
Trialog by PhilippVonHase
What is special about Norwegian design, and how do you think it fits into the tradition of Scandinavian Design?
I’m always wary of reinforcing cultural stereotypes, and certainly Norwegian design is as sophisticated and global as it is locally minded. Internationally Norwegian design hasn’t until recently had the same reputation as Finnish, Swedish or Danish design, however, and its great designers of the middle of the last century weren’t nearly as famous (they were just as good though!). This in a way is a blessing for the young generation today though, as they are free to innovate, and don’t feel the pressure to live up to design heroes of the past. I think this is what gives it a lighter touch.
EqualChair LarsBeller
There is also a really strong sense of community in the design industry in Norway that is amazing to see. Everyone seems to help each other out. The older designers will mentor the younger ones, and so on. I’ve not seen this happen to the same extent anywhere else.
What’s different about this year’s show?
It’s our 10th anniversary so we’ve got a 10×10 theme. We’ve chosen ten designers who represent Norwegian design heritage in some way, many of whom have shown with 100% Norway before. And ten designers who are presenting completely new concepts. All the products in the show are new though, pretty much. We’re also bringing the sun to London! This is an incredible art installation that promises to completely light up the Brick Lane area! I’ve noticed a lot of themes and trends running through this year’s selection but will let you discover those for yourself…
ButterflyCopper by Northern Lighting
What’s unique about the show?
I think it really has made a proven difference to the design industry in Norway since it was first established. And that’s something we’re all really proud of.
Why do you think that Scandinavian Design has been such an influential and enduring style?
That’s a big question to end on! I think the things that Scandinavian tradition holds dear: purity of form, natural materials, the pleasure of the every day, honest, emotional value, are qualities that are timeless and wonderful and hugely important. They are also qualities that the world keeps on forgetting and rediscovering…
Henrietta Thompson is a writer and curator. She is currently editor-at-large at Wallpaper* magazine, and previous roles have included deputy editor and editor at large at Blueprint.
