After the debut at the Salone Internazionale del Mobile in Milan in 2012, the best of the Norwegian contemporary design will attend again with INSIDENORWAY: an exhibition with a Scandinavian taste; a group of companies representing a country always focused on functionality, beauty and on eco-sustainable issues.
Sponsored by the Norwegian Federation of Furniture Industries (Norsk Industri), the Royal Norwegian Embassy and Innovation Norway, the governmental agency for the international business development, the project INSIDENORWAY presents a selection of the latest products of six Norwegian companies, some of them at their first time at the fair.
This year the joint stand aims to exhibit an overview of the latest trend in matter of interior and contract design, thanks to the strong cooperation between companies and well-known Norwegian designers. From chairs for home and office to public and private furniture, from refined designer blankets made of exclusive selected wool to innovative lighting designed for giving different rooms the right mood. The exhibited products – which are distributed worldwide – are linked by a common Natural style and a strong character, in the name of functional design and sustainability.
Among the key players of 2013, HÅG, a 70-years-experienced company that produces office chairs in highly ergonomic standard. Håg philosophy is strongly inspired by the concepts of Peter Opsvik, co-founder of the Balans movement. Founded in the 70’s, this Norwegian design avant-garde came up with a manifesto that promoted the minimalism of shapes and the interaction between the design item and the end user. VARIÉR pruduces cult chairs as the Variable, the arch-product of the Balans revolution of the 70’s; real eco-sustainable active sittings supported by an ergonomic design that allow the body to support itself. VESTRE are developing innovative furniture for private and public, urban environments. They develop their urban furniture in collaboration with a wide range of well-known Norwegian furniture and industrial designers. The Vestre Quality Programme™ expresses the company strong commitment in developing a sustainable culture. About textiles for furniture, RØROS Tweed presents refined products that are made uniquely from a selection of Norwegian lamb wool and produced with cutting edge technologies. The Norwegian lighting sector is represented by NORTHERN LIGHTING a company that has added a fresh and playful style to the business – calling themselves MOODMAKERS, inspired both by the Nordic Nature and classic and contemporary design. A collection of luminous objects born in a creative hub where young up-coming talents team up with well-known designers. HELLAND collaborates with some of the top Norwegian designers and develops sustainable contract furniture for offices, institutions for elderly, hospitals and other insitutions within the social sector. Helland is deeply committed in conveying a responsible message in making high-quality design.
“The new edition of the joint project INSIDENORWAY at the Salone del Mobile in Milan confirms the ongoing internationalization process of the Norwegian design sector” Says Egil Sundet, Director of Norsk Industri møbel+interiør – the Association of Norwegian Furniture and Interior Industries. “The Norwegian design industry is living in a period of renewal thanks to the development of manufacturing process and the personalization of the design, focused even more on stylistic experimentation, functionality and sustainability”.