The term “Scandinavian Design” is well-known, and Norway’s contribution to this international success is being highlighted through a national furniture project called Insidenorway.no. This initiative is focused on getting the word out about innovative, comfortable and functional Norwegian furniture by use of dynamic marketing, exhibitions, events and other communication channels.
Insidenorway.no is a project that the Association of Norwegian Furniture Manufacturers initiated to increase both reputation and knowledge of Norwegian Furniture Design. It is also a cooperation with Innovation Norway and the Norwegian Design Council, with the National Academy of the Arts in Bergen and Oslo adding their creative design knowledge and expertise. The Insidenorway.no project is part of an all-encompassing project called Innovation Møbel (“Innovation Furniture), the goal to enhance the competitiveness of the Norwegian Furniture Manufacturers within the Norwegian market as well as internationally.
Nearly fifty of the finest Norwegian furniture companies are part of the Insidenorway.no project, and these include Ekornes, Håg, Stokke, Hjellegjerde, Fora Form, Variér Furniture, L.K Hjelle to mention some. Typical of Norwegian furniture makers is the positive influence that nature has upon the way they live and work. Curiosity, a lively imagination, resourcefulness, modesty, all combined with a healthy sense of adventure has given rise to an industry that is continuing to make its mark on international design.
||Ekornes - Jazz.
Norwegian furniture manufacturers have long shown the rare talent of having the ability to combine cutting-edge design with the true understanding that furniture must be comfortable, functional and practical. The furniture industry exists in different parts of the country, but it is especially in the Norwegian north-west that furniture-making has become an integral part of society and business.
Here, far away from raw materials and the markets, an industry built on this tradition of modesty and imagination has grown forth. Often beginning on a small scale, sometimes even in barns and basements, the industry now features the highest levels of technology and professional efficiency and craftsmanship. Insidenorway.no is helping this process reach out even further into the international interior design and furniture world.
||LK Hjelle – Ugo.
© LK Hjelle
According to Merete Hildonen, Project Manager for InsideNorway.no, “One very effective method of making Norwegian furniture more visible out in the international market is to take part in exhibitions. What we often find is that when potential customers, buyers and others actually experience Norwegian furniture in person that feedback is quite positive.”
The exhibitions and fairs where Insidenorway.no will take part during 2009 are numerous. These include the IMM Cologne in January 2009; “Hytteliv 2009”- (“Cabin Life”) in April, the ICFF New York in May 2009, the autumn exhibition in Tokyo, as well as the 100% Norway exhibition at 100% Design, London in September 2009, which is a collaboration with Innovation Norway, Norwegian Design Council, Embassy in London and Insidenorway. Keep on the lookout for Norwegian furniture and Insidenorway.no, coming to an exhibition near you in 2009.