100% Norway 2011

Several products, never before seen in the UK, from manufacturers Hødnebø, Tonning, Nora of Norway, Wik & Walsøe, Figgjo and Northern Lighting will be presented at 100% Norway. Thomas Aastad, project manager at the Embassy in London, is also looking forward to featuring numerous new manufacturers to the UK design industry: "The goal is to be a door opener for Norwegian designers and manufacturers to the UK market and also build awareness of Norwegian design in the UK and internationally. This is not done overnight, but we see that the show achieves better results every year on the back of our long term commitment."

One of the companies that now make their debut at 100% Norway in London is Hødnebø. "This is the first time we show Spinnaker, an elegant chair with a timeless design, to a British audience," says CEO Thomas Christensen. "Having participated at other international fairs, the UK is absolutely an exciting market for us and 100% Norway gives us a great opportunity to introduce the Spinnaker concept here. The exhibition has in recent years received widespread attention in the international design press, which will help us to reach out to the British industry."

100% Norway will also feature prototypes from some of Norway’s most exciting designers- The selection of designers has been carried out by curators Henrietta Thompson and Benedicte Sunde after several months of research and a two-day interview session in Oslo. The following designers have been selected: Caroline Olsson, Vibeke Skar, Ida Noemi Vidal, Petter Skogstad (in collaboration with Anderssen & Voll and Hallgeir Homstvedt), Magnus Pettersen, Gridy and Martin Solem.

Of the selection curator Thompson says: "I was so impressed by the quality of the works we saw during the selection process, and do believe it just gets better year on year. I'm excited that for 2011 we're showing some really talented designers, many of them new to 100% Norway and really deserving of some serious attention from the international market”.

Fellow curator Sunde points out that the quality and diversity of this year’s show must be viewed in the context of that Norwegian art colleges have invested heavily in the design profession and are now producing a continuous flow of new talent. "This is something we will follow closely in the years to come," she says. "Another trend among the prototypes is the expressive use of colour and combinations unexpected materials, we see this as a positive sign of willingness to experiment."

Thompson adds: “The move towards fine craftsmanship and attention to detail shows no sign of waning. Meanwhile Norwegians' obsession with the natural environment seems to have taken a new twist, with several pieces incorporating biomimicry, and taking their inspiration from the animal kingdom - I'm looking forward to seeing how they go down with the pet-loving public in Britain especially!”

One of the designers making her 100% Norway debut is Vibeke Skar: "100% Norway in London is a unique chance to become familiar with the British industry and make new contacts,” she says. “It's great to get advice and support from the professional team behind the exhibition so that you can promote your product as best as possible. In addition, you’re also able to network with other participating Norwegian designers and manufacturers."

100% Norway 2010 is organised by the Royal Norwegian Embassy, the Norwegian Design Council, InsideNorway and Innovation Norway. For more information, visit www.norway.org.uk/100percent