Back in May, during Clerkenwell Design Week, I attended a talk dedicated to why storytelling matters in design. On the panel, representing a Scandinavian perspective was none other than Bo Hellberg, CMO of String Furniture and outdoor furniture makers, Grythyttan Stålmöbler.
And, while the event was insightful and inspirational as you might expect, I left knowing that I wanted to chat with Bo further, not just about both these incredible brands and their iconic products, but about Swedish design overall, and to take a closer look at its history, the common misconceptions that surround it, and what really defines it from its nearest Nordic neighbours.
So, over the past few weeks I caught up with Bo again, and here is what he had to tell me:
How would you define what Swedish design is, where its origins lie and why it remains so popular?
Modern Swedish design can be traced back to the late 18th century when King Gustav III popularised a minimalist version of the European Neoclassicism style featuring pine furniture and bare wood floors. But it was at the 1930 Stockholm Exhibition that the Swedish design style we think of it today only truly emerged, showcasing for the first time the streamlined aesthetic and light-filled interiors we all know and love.
Since then, Swedish design has continued to evolve of course; but it’s by blending this history with contemporary influences that makes it remain relevant today. Over the last year, Google Trends has reported the search term ‘Scandinavian Design’ has increased by 5,000%, so it would seem these holistic good looks and the enduring craftsmanship continues to transcend time.
You mention the broader term, ‘Scandinavian design’, but what distinct values for you sets Swedish design apart from its nearest neighbours?
Generally speaking, ‘Scandi design’ is used to refer to designs that are clean but warm, or spaces with a calming nature that are light-filled and without any clutter. What I believe sets Swedish design apart, from say Denmark and Norway, is a more pronounced innovation in design, material and manufacturing. There is also a more democratic approach to design in Sweden too, its seen as a way to improve the lives of everyone, not just an elite few, and as a country, it’s been at the forefront of sustainability for a long time.
What would you say are the common misconceptions of ‘Scandi design’?
The biggest misconception has to be that ‘Scandi design’ is centred around minimalism. Although there are parallels, the region’s style is more than just understated, neat, and practically necessary. Equally essential is a beauty that draws inspiration from Nordic nature, which again isn’t just pale birch trees and blankets of snow. Consider the wildflower garlands that adorn heads, maypoles, and tabletops during Midsummer, Scandinavia is filled with colour, contrast and cheer.
IKEA is often seen as the key name associated with Swedish design; what other brands would you say have played a crucial role in defining it?
Swedish design wouldn’t be the same without the key roles played by brands such as Svenskt Tenn, Kasthall, Bruno Mathson, Carl Malmsten, Axel Einar Hjorth, Kosta Boda, Swedese and obviously Dux. For obvious reasons, I’d also put String and Grythyttan Stålmöbler in the mix too. All have informed, educated and inspired the way Swedish designers still work today and the designs we enjoy.
Looking ahead at the current trends within Swedish design, what are the big things to look out for in 2026?
The Swedes are always at the forefront of how interiors affect both people and planet. Designers here very often start their creative process with materialality and sustainability in mind, whether that’s in the manufacturing or product lifespan. Center Center by Form Us With Love is a good example of this, as it’s a modular system often used in commercial and retails spaces that can be reconfigured endlessly as well as recycled at the end of its life.
Equally exciting is the deeper understanding growing around colour psychology, with designers and brands referencing the Natural Colour System or NCS, a Swedish standard that defines colours based on human perception, and of course, the fascinating evolution of how AI is transforming how we live.
Want to know more?
Thanks again to Bo for chatting with me, hopefully we can catch up again soon. To find out more about String Furniture, Grythyttan Stålmöbler, and the products featured in this post, visit their websites.
All images courtesy of the brands mentioned.
Enjoyed this post? Then read more about ‘The Essence of Norwegian Design’, a special event as part of this year’s London Design Week.
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