Danish interiors brand AYTM has launched its 1st line of goods, which involves vases, cushions and stackable trays, designed as “a much more expressive technique to Nordic layout” .
Founded by Kathrine Gran Hartvigsen and Pe Gran Hartvigsen, AYTM’s comprehensive debut assortment of items functions purely decorative things alongside much more sensible pieces.
“The intention of the very first assortment is to inspire people to dare more by means of a more expressive strategy to Nordic design and style,” said the duo in a statement. “The collection has been designed with a concentrate on contrasts of resources and surfaces. The idiom is easy, and the colors are balanced and soft.”
Highlights from the brand’s variety contain geometric glass sculptural pieces, alongside textured cushions covered in materials including leather, suede and 3D-knitted polyester – created making use of a loom that weaves in three axes rather than two.
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Hand-tufted wool rugs also feature, as properly as a variety of modular painted iron, wood and brass trays. “We have created a collection that has the simplicity of Nordic design but manufactured in a a lot more decadent and luxurious way,” Kathrine Gran Hartvigsen told Dezeen.
AYTM will create on much more than eleven years of knowledge that the pair gained whilst running interiors firm Gran Living, which supplies furniture chains across northern Europe.
“We have been developing and producing house interiors for furniture chains as their private label for more than eleven years and we therefore consider we have the information in each design and style and manufacturing to be in a position to launch our very own brand,” extra Gran Hartvigsen.
Despite the fact that AYTM has focused largely on merchandise for the kitchen and living space, the duo intends to expand its remit with future collections, promising to include new designs to the brand’s portfolio twice a year. The pair also aim to have their merchandise stocked in retailers around the globe.
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“We think that we can add some thing new to Danish design,” Gran Hartvigsen stated. “For that reason, we have invested heavily from the start – which is reflected in the dimension of our 1st collection.”
The brand will make its debut at Copenhagen design and style show Northmodern – from 13 to 15 August – and will also seem in Paris later on this yr at the Maison & Objet fair.
The very first edition of Northmodern took location in January 2015, when launches included Normann Copenhagen’s seating selection by Simon Legald and a homeware assortment by Menu.