Back-to-Basics with Nordic Principle of Friluftsliv

While "hygge" has become a well-known Danish buzzword in the design world, symbolising comfort and cosiness, it's "friluftsliv" that's paving the way forward, emphasising a life lived outdoors in harmony with nature.

Our SS24 campaign showcasing our pieces against the dramatic backdrop of coastal Denmark, bringing our designs back-to-basics.  


The campaign for our SS24 collection has been designed to transport you to the tranquil surroundings of a Danish summer near the ocean. As the world emerges from the pandemic, there's a noticeable shift towards spending more time connecting with the outdoors, and our new collection is a celebration of this trend.

This artistic campaign is inspired by the elemental need to connect with nature and pays homage to the Nordic tradition of "friluftsliv," which emphasizes an undisturbed, simple life outdoors. The stunning photography of this recent campaign showcases our newest fabrics and products set against the backdrop of Denmark's wild landscapes. 


A series of striking images highlighting how our iconic furniture still blends with its natural surroundings, even when out of place.


Each piece has been carefully selected to capture the essence of this theme, focusing on meticulous details through zoomed-in shots that highlight the craftsmanship of our designs. Wide-angle photography roots the collection in its natural setting, emphasizing our commitment to the Nordic principle of "friluftsliv”.

Sustainability is at the forefront of our latest collection and we are proud to share the strides we've made toward offering more durable materials and products. It's our priority to create furniture that not only stands the test of time but also supports a lifestyle of longevity and respect for nature. Our designs are meant to last for generations, embodying both durability and timeless style.


Our furniture is designed to be respectful of nature, using Nordic principles at the heart of our sustainability goals.


Through our SS24 campaign, we invite you to reconnect with nature and experience the beauty of simple, sustainable living. Join us in embracing outdoor spaces and the enduring quality of Danish design, crafted to enhance homes and lives for years to come.


contact us

To find out more get in touch with our design team who will be happy to help. Come and visit our office in our flagship Tottenham Court Road showroom, call us at 020 7383 3226, or email us at to discuss how we can help you today.



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