What better way to spend an autumn day in London than at an event celebrating the very best in Norwegian design. Hosted at the incredible Norwegian Ambassador’s Residence, and in partnership with Norsk Industri, Innovation Norway and UK agent and consultant Alice Breed; ‘Hospitality, the Nordic Way’ brought together leading design brands all making an impact internationally.
With a shared focus on quality, sustainability and value, and with more than half of all furniture, textiles and design objects produced in Norway now being exported, there was one chat in particular I wanted to share with you, that with Lillian Ayla Ersoy, the Founder and Director of online platform and interior design studio, NOVOOI.
Here’s what Lillian had to tell me:
Can you start by telling us a little about you, your background and the inspiration behind NOVOOI?
I’m half Norwegian and half Turkish by birth but grew up in the US. We visited Norway every summer when I was a child and it always felt more like home to me than anywhere else. So, after completing my studies, and some time spent in Paris, I finally moved to Norway full-time and have lived there for twenty years.
Starting out as a graphic designer, and then moving into digital design and branding, it was through my work with Innovation Norway that I began to form a simple but ambitious idea that would make Norwegian design easier to discover, easier to understand and easier to choose.
What is NOVOOI, who is it aimed at and why launch in the UK?
Aimed at both private and professional customers alike NOVOOI is an online marketplace that brings together more than 120 Norwegian brands. Offering furniture, lighting, textiles, ceramics, art, jewellery and paper products: everything is sourced directly from the designers, makers and manufacturers, ensuring transparency, traceability and consistency from the moment you click on a product through to when it arrives at your door.
I believe Norwegian design really represents the values that so many people that live in busy environments are looking for, so heading to the UK feels like a natural next step for us. And it’s why our dedicated interior design consultants also offer customised, carefully curated recommendations to ensure you too can create a beautiful, functional and timeless space built on these principles.
How does Norwegian design stand out from its NORDIC neighbours? What for you makes it different?
Norwegian design embodies more than just aesthetics; it is rooted in a rich cultural history, centuries of craft and a deep connection to nature. Another unique strength of Norway is collaboration and community. We lift each other up here rather than compete, and it’s why at NOVOOI we bring together independent artisans and established names, local producers and renowned brands; because great interiors are built by many hands, many stories, and a shared commitment to making things the right way.
What values would you say underpin something that’s ‘Made in Norway,’ and what qualities do they bring to our interior spaces?
The Made in Norway label designates products and services are authentically Norwegian. It is a registered trademark and administered by Innovation Norway, the official Norwegian trade promotion organisation. For international buyers, it is a clear signal of quality and credibility. For us, it strengthens our ability to position Norwegian design as something distinct, responsible and worth investing in.
Finally, who for you are the Norwegian names leading the way and what should we be looking out for?
It has been a great honour to bring some of our favourites to this event, including NovaFelix, ygg&lyng and Snøhetta. And it has been an even bigger privilege to learn that the Norwegian Embassy has chosen to keep two of the works, The “Step By Step (Oh Baby)” table lamp which was created by House of Holmedal and The “Reaching for Stillness” sculpture by Marthine Spinnangr. It means a lot to see Norwegian design take a permanent place in the embassy’s surroundings in London.
Find out more
Thanks again to Lillian for chatting with me, I’m hoping we can catch up again soon at the NOVOOI showroom in Oslo.
To find out more about NOVOOI, the Norwegian brands and artisans they stock or shop the collection, visit their website.
Brand images courtesy of NOVOOI, all other images by Nicola Capper.
Enjoyed this post? Then read my chat with Morten Hippe, COO and Co-Founder of Norwegian furniture brand, Eikund.
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