A few changes to the selection procedures of manufacturers have been made for the 2011 exhibition by introducing an exhibitor fee for the participating Norwegian manufacturers . "The reason for this change is to give manufacturers more control over which products to show in London and simultaneously ensure that only manufacturers that have concrete plans for the British market would apply to participate," says project manager Merete Hildonen of the Association of the Norwegian Furniture Industry. "We believe that this ensures a better commitment from the industry."
The following manufacturers will exhibit at 100% Norway in London:
•Hødnebø
•Tonning
•Nora of Norway
•Wik & Walsøe
•Figgjo
•Northern Lighting
Companies will make a selection of which design products to take to London and are able to consult the exhibition's curators Henrietta Thompson, Editor at Large of Wallpaper*, and art historian Benedicte Sunde from the Norwegian Design Council.
Thomas Aastad, project manager at the Embassy in London, is looking forward to presenting 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 are 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."
New kids on the block
The selection of designers with prototypes has remained the same as in previous years and has been carried out by the curators 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
•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."
New stand by Fantastic Norway
The stand design for the past two years, the popular ‘fiskehjell’ structure designed by StokkeAustad, has now gone into a well-deserved retirement and will be rebuilt in Northern Norway as a permanent installation at the Træna music festival. To London in September, however, 100% Norway will present at brand new stand design by some of the country’s most exciting architects, Fantastic Norway.
Håkon Matre Aasarød from Fantastic Norway believes 100% Norway is a forward-looking exhibition: "We don’t want the stand design to be retrospective and romantic, but instead generate curiosity and engagement through modern technology and materials. Our focus is that Norway should be promoted as a high-tech and modern society. Throughout history, our coastal culture has always had the ability to absorb new ideas, and been adaptable during changing times. Therefore, Norwegians have in one way always been really modern."
Design competition with a prestigious jury
For the first time, 100% Norway hosted a design competition to encourage manufacturers to team up with designers to work on new prototypes. The goal is to build new bridges between Norwegian designers and manufacturers in order to create commercially successful products and further position Norway as an innovative and cutting edge design nation.
In May, a jury consisting of the following members (in alphabetical order) met in London to decide the winner:
•Benedicte Sunde, Curator, 100% Norway & Norwegian Design Council
•Cecilie Jørgensen, Deputy Editor, Elle Decoration Norway
•Henrietta Thompson, Curator, 100% Norway, & Editor at Large, Wallpaper*
•Dr Jana Scholze, Curator for Modern Furniture & Product Design, Victoria & Albert Museum
•Kristine Landmark, Board Member and former CEO of Stokke
•Marcus Fairs, Editor-in-chief, Dezeen
•Theo Williams, Creative Director, Habitat
The winners are Northern Lighting together with designers Vibeke Skar and Jens Praet. The winning designers will receive a cash prize, while the manufacturer will be given a zone of 6 m² at the 100% Norway stand in London in to present the winning prototype and other products from its portfolio. The manufacturer will also receive a cash prize to further develop the product.
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 [1]
100% Norway @ 100% Design
Earls Court, Stand D60
Thursday 22 September: 10.00 - 21.00
Friday 23 September: 10.00 - 19.00
Saturday 24 September: 10.00 - 18.00
Sunday 25 September: 11.00 - 17.00
For all press enquiries and image requests in connection with 100% Norway, contact:
Olivia Martin, Camron PR
+ 44 20 7420 1700
Olivia.Martin@camronpr.com [2]
For any other queries, contact:
Thomas Aastad
Project Manager, 100% Norway
Royal Norwegian Embassy
25 Belgrave Square
London SW1X 8QD
Phone: +44 207 591 5530
Email: thaa@mfa.no [3]
