Exploring &Tradition: How Danish design classics meet modern innovation
&Tradition is a Danish design company that combines fresh new designs with timeless classics.
IT’S NO SURPRISE that the Danes are masters of stylish and hygge interiors, evident at &Tradition’s showroom in Copenhagen’s King’s Garden, showcasing four floors of sophisticated Danish design. Each room throughout the showroom is thoughtfully decorated according to its unique theme.
The &Tradition Copenhagen showroom is located at Kronprinsessegade 4. The showroom is open Monday to Friday from 10 AM to 2 PM.
The Pavilion AV1 chair by Anderssen & Voll combines the sleek steel tube structure with the elegance of a bentwood surface.
The popular Flowerpot lamps are displayed at the showroom in various colors.
During our visit, the ground floor is dominated by a cluster of round Flowerpot pendant lights. A minimalist lounge under the intricate ceiling decorations of an old ballroom on the second floor mixes modular sofas, marble-legged Lato side tables, and classic lamps from past decades.
The attic space, under sloping roofs, serves as a brilliant lesson in casually mixing streamlined modern design with older design classics.
Despite &Tradition’s collection spanning decades, the company’s history is surprisingly short, founded in 2010 by then 25-year-old Martin Kornbek Hansen. From the start, the aim was to build a collection based on two main lines: Danish classics reissued for production and intriguing contemporary design.
Designed by Viggo Boesen, the Little Petra lounge chair represents Danish 1930s functionalist style. The showroom café is also named after the chair.
Detective work in the archives
The collection includes furniture and lighting by globally known designers like Verner Panton, Jørn Utzon, and Arne Jacobsen, and also less internationally known names, such as Viggo Boesen who designed the lovely Little Petra lounge chair the 1930s – now back in production.
The Danish design duo Hvidt & Mølgaard designed the Tripod lamp in 1953, but it was never put into production until 2020
The Bellevue, released as early as 1929, was the first lamp designed by Arne Jacobsen.
The Loafer lounge chair finds its place both next to a coffee table and in a reading corner.
Before a product designed nearly a hundred years ago is made available to consumers again, a lot of detective work and hours in the archives are needed. First, the designers, the location of their original drawings, and the rights holders are identified.
Then, it requires a keen eye to find products that appeal to today’s comsumers. Some products are put into production almost as is, while adjustments are made to others, like the seat height and width of chairs, as people’s proportions have changed over the decades. Production technology also presents its own challenges.
The brightness of the portable Setago lamp can be adjusted using the dimmer located on the body.
The Momento pitcher, designed by Spanish artist Jaime Hayón, has a playful and intriguing form.
The other half of &Tradition’s collection is fresh contemporary design, continuing the Scandinavian tradition of minimalism. Decorators will recognize, for example, the plush Fly sofas by Space Copenhagen and the wooden In Between chairs by Sami Kallio.
There are also more expressive designs, like the Lato coffee tables by Italian designer Luca Nichetto and the bold Formakami paper lamps by Spanish designer Jaime Hayón, which have been some of the most recognizable interior design hits in recent years.
Els Van Hoorebeeck works as the Creative & Brand Director at &Tradition.
It was a pleasure to meet with Els Van Hoorebeeck, &Tradition’s Creative & Brand Director, who shared valuable insights into the company’s design philosophy.
“We work with skillful designers who have their own distinctive vision of design,” she explains. “Our own design team then helps to shape these ideas into products that fit our collection.”
According to her, modern design fits smoothly alongside design classics. “We aim for timelessness in all our products. Since our classic collection is mainly upholstered wooden furniture, we use more contemporary materials in new products. When placed together in the same space, the different materials, proportions, colors, and finishes of the furniture and lighting balance each other.”
&Tradition skillfully combines novelties and classics in its collection.
Strong Danish roots
In addition to homes, &Tradition’s products are popular in public spaces such as restaurants, hotels, and offices.
“Today, the distinction between public spaces and home interiors is blurring. Offices are decorated to feel like home, hotel lobbies are equipped with workstations, and homes are commonly used for remote work. We aim to create hybrid products that suit many different purposes, but we can also tailor them to specific needs. For example, we have designed a charging station for our very popular portable lamps, which can accommodate 36 lamps at a time, allowing them to be used on restaurant tables as well,” explains Els Van Hoorebeeck.
The Mist table lamp, designed by All the Way to Paris, consists of a Guatemala Verde marble base, providing a lovely contrast to the lamp's opal glass shade.
The Alima serving trolley by Note Design Studio is sleek, versatile, and easily movable. It also doubles as a storage unit for the home.
In the Mnemonic series by &Tradition, there are refreshing and captivating scents that evoke memories.
&Tradition has clearly resonated with both home decorators and interior designers, as the company has grown into an international player in just over a decade. The collection has also expanded to include new product categories. In addition to furniture, lighting, and home textiles, the company’s product range now includes its own Mnemonic fragrance and cosmetics line.
“We have strong Danish roots, but we have considered ourselves a global brand from the start. Going forward, we will build an even more diverse and international collection,” promises Els Van Hoorebeeck with a smile.
The Lille Petra Café serves coffee, pastries, and breakfast."
Get inspired at the showroom
A visit to the &Tradition showroom in Copenhagen at Kronprinsessagade 4 is highly recommended. The showroom is open Monday to Friday from 10 AM to 2 PM. At the showroom, guests can wander through the historic building and be inspired by colorful and atmospheric exhibition, and of course try out armchairs and sofas. The visit can end pleasantly in the courtyard where the cozy Lille Petra cafe operates, offering the option to enjoy coffee on a charming terrace during the summer. Hvor hyggeligt!
See also:
• All products by &Tradition >
Text: Anna-Kaisa Huusko Images: &Tradition
Published on 9 Feb, 2024
