If I asked you to think of an iconic name in Nordic design, I’m certain many of you would instantly say String Furniture. Super practical yet aesthetically paired back, as well as an integral part of my own interior that’s for sure; it’s no wonder that seventy-five years after its creation this Swedish shelving system remains much-loved across the world.
So, to mark this very special anniversary, and with 3daysofdesign just a matter of days away, I recently caught up with their CMO, Bo Hellberg to find out more about Nisse and Kajsa Strinning’s best-selling design, their lasting legacy, and what we can look forward to seeing next from this always inspirational brand.
Over to Bo to tell us more:
We’ve chatted with Peter Erlandsson, co-founder and owner of String Furniture previously, so shall we start with what your role is and how you become involved?
I joined String Furniture in late 2020 after living and working in the UK, France and Australia for over two decades. Peter and his co-founder Pär Josefsson, who started String Furniture back in 2005, were looking for a marketing and brand director who could help them share and celebrate the importance of good design, and the positive impact it makes to people’s everyday lives around the world.
As a fellow Swede, I grew up surrounded by modernist classics. My parents had a passion for Scandinavian mid-century design; some pieces were bought, some were inherited, but now as a collector myself, I truly understand how fortunate I have been being surrounded by these incredible objects and just how much they have shaped who I’ve become.
This year String Furniture reaches the grand old age of 75, what do you feel gives the brand such timeless appeal?
It’s incredibly rare to find a product that has remained true to its original form and philosophy for 75 years, yet still feels both relevant and modern. In fact, since 1949 it is only the colours and wood that have changed from Nisse and Kajsa’s original award-winning design, as we naturally move away from rainforest mahogany or teak, to oak, walnut and ash.
The timeless appeal of String I believe comes from its honest and simple design. Easy to ship and simple to assemble, with its slim metal side-panels and lightweight movable shelves, it’s not surprising their ingenious idea met with immediate and continued success.
Another reason is the way it is so adaptable too. You can make anything from String. From a small bedside table to an imposing floor to ceiling library experience, it allows for the owner’s unique personality to come through in how they plan it, combine it, choose wood or colours etc. No two configurations are ever alike, and they can be styled and restyled to continually fit our circumstances and lifestyle, ensuring it always stays relevant.
How important is it for you to keep Kajsa and Nisse Strinning’s legacy alive, and how do you design something new while still retaining this iconic identity?
Still manufactured in Sweden today, the vision and values of this incredible couple remain at the heart of everything we do, without doubt.
Their design philosophy gives us an ‘anchor’ or a ‘north star’ for every design, which at its core should be distinctive enough to be instantly recognisable, possess clever design thinking, have effortless modularity or flexibility, smart manufacturing with innovative or intelligent use of material, and perhaps most importantly, have relevance but is different or better.
With 3daysofdesign about to get underway, why is this the perfect event to celebrate String’s lasting success, and what can we look forward to seeing presented?
3daysofdesign is perfect in lots of ways. It is the most international design exhibition in Northern Europe, takes place in a great city, that’s easy to get around, and usually with great weather.
We are also blessed with a fantastic exhibition space at #Framing in a beautiful Odd Fellow mansion, slap-bang in the centre of the design district with our VIP celebrations around the corner at the Swedish Ambassadors Residence.
This year, as you would expect, we’re doing a String 75th anniversary exhibition, showcasing a replica of the very first String. We will also show the ‘Pira’, the elegant and imposing floor-ceiling system originally designed in 1954 and updated in 2023. TAF Studio will present ‘Relief,’ and finally Swedish design and architecture firm Form Us With Love will showcase the all-new ‘Center Center’ collection, our first venture into office furniture for many years.
Balance between form and function is what I associate with String, but where are these principles going next, and what are you currently working on?
At String we are fortunate to have a tremendous archive of Kajsa and Nisse’s blueprints from the 1940s, 50s and 60s to review and explore on a regular basis.
And while I can’t reveal too much, we will most likely launch a new base colour, the smaller String Pocket will get another contemporary colour make-over, and we currently have a couple of new products going through testing.
Also, we are engaged in discussions with a few new designers too, both international and Swedish, so watch this space!
Want to know more?
Many thanks to Bo for taking the time to talk with me and I look forward to seeing the anniversary exhibition for myself in Copenhagen.
If you would like to find out more about any of the products mentioned or the 75th anniversary, visit the String Furniture website.
All images courtesy of String Furniture.
Like this post? Then why not read my chat with acclaimed Danish designer Rikke Frost and find out more about her latest collaboration with Carl Hansen & Søn.
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