- Art & Design
Danish furniture brand NORR11 intends to reinvent Scandinavian design. It combines past and present to create furniture that stands the test of time. Collaborations with innovative young designers result in timeless and sustainable products, characterised by unique craftsmanship and the best quality.
Since its start-up in 2011, NORR11 has aimed to bring new perspectives to modern interiors. They have done this with great success, as their furniture now adorns hotels, restaurants, bars and offices all over the world: from the United States to Iceland and Poland. Imagicasa was therefore very pleased to be able to ask some questions to brand manager Juliana Sol Sigurbjornsdottir. 
What is the vision behind NORR11?
‘We strongly believe in creating pieces with personality, which give character and comfort to any space. By merging Scandinavian design with Asian aesthetics, we create our own design language that brings together the past and the present in a timeless design. Our aim is to create the classics of tomorrow and this guides the way we approach new designs and everyday work. We want to create designs for life. We place equal emphasis on aesthetics and functionality to ensure that our products can be passed down from generation to generation.’ 
'We want to create the classics of tomorrow’
How did NORR11 get started?
‘NORR11 was set up ten years ago by Tommy Hyldahl. He has a background in fashion, but his dream remained to enter the world of furniture and interior design. He decided to pursue this dream and founded NORR11. He started with the idea of offering affordable Scandinavian design. ‘Scandinavian design for a new generation’ was our original slogan and it still explains what we do today. We create for a new generation of consumers and architects; a generation that wants to shape its own way of life and for whom sustainable products are increasingly important. In the early years, we sold a full range of furniture, lighting, accessories and much more to private customers online. But after a growing demand from architects, designers and high-end interior design shops around the world, we refined the collection. Today, we focus on high-quality furniture and lighting that bring character and comfort to the home, workplace and other public environments.’ 
NORR11 is blowing out ten candles this year. How has the journey been from then to now?
‘Our collection has been refined and at the same time expanded. The overall look of the brand today is more international and contemporary, and in addition, not only Scandinavian anymore. In recent years we have paid a lot of attention to quality and sustainability. Today, we can say that we have a collection that can pass from one generation to the next, both aesthetically and practically. Something we are, of course, very proud of. We believe that this is what the consumer of the future will be looking for and we are already seeing a strong demand from the market for sustainable furniture.’ 
If you want to learn more about NORR11, be sure to read the full interview in Imagicasa Autumn 2021.
Images courtesy of NORR11