13/05/2026
Interesting talk on Scandinavian design led by: a 150-year brand representative, the senior designer of a contemporay brand, a Scandinavian company with European ethos and a contemporary designer.
My take on their presentation is that Scandinavian design is living thanks to the fame of their masters. They have not been able to produce contemporary design that is worthy, innovative, and beautiful. All at the same time.
They are walking in the shadows of those giants trying to jystify their lacks with words like minimal, mindset, tradtidion but if we see companies like Muuto and Norman Copenhagen there is not innovation at all, for sure no in aesthetic terms. There is just clever capitalisation of their heriage without the quality of detail and the beauty.
My question to them was how to break that pattern? How can they innovate? The answer of one of them was: "it is very difficult to innovate in aesthetics." My thought then was..if your ancestors did it why current designers are proving incapable of repeating that ? Laziness? Is the weight too much? Greed?
That is why when talking about the proper Scandinavian design, we have to go back to the classics. There is where it is.
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