Eclectic design that tells its own story – get to know &Tradition

ROOTED IN TRADITION

Born out of a passion for vintage design and collecting, &Tradition was established in 2010 by Martin Kornbek Hansen. As the name suggests &Tradition is committed to preserving design traditions while infusing them with a fresh perspective. Despite opening their collections to designers from all over the world &Tradition remains firmly rooted in the DNA of Danish craftsmanship.

You may be familiar with some of their most famous designs, such as the FlowerPot lamp and the Little Petra lounge chair but how well do you really know &Tradition? Els van Hoorebeeck, the Creative & Brand Director for &Tradition took the time to talk to us and give us some insights into what makes &Tradition tick, where they began and what the future holds.

We want to curate experiences” – Els van Hoorebeeck, Creative & Brand Director &Tradition

CURATION AND CRAFTSMANSHIP

The passion that drives this brand is easy to see as we sit down for a chat with Els “please stop me” she laughs, “I can talk about this for hours”. In the world of design, Danish craftsmanship has always been synonymous with elegance, functionality, and innovation, it is this passion and attention to craftsmanship that is the driving force for &Tradition. “We want to create a universe” Els tells us, and it certainly feels like they are well on their way to doing just that.

As well as beautiful design pieces, the &Tradition universe offers much more. You will find the Lille Petra café in the heart of Denmark. With a specific focus on health and limiting food waste the café offers traditional Danish food with a twist – it doesn’t get more on brand than that!

This year also marks the launch of the Mnemonic line, a collection of refined fragrances for the home in the form of hand lotion, hand soap and a solid soap bar. The collection is designed to evoke the senses in a celebration of memory and part of &Tradition’s immersive brand experience.

“We’re not going into skin care” Els emphasises with a smile, “it is more about how we bring spaces to life. With music, food, sound and scent – these things are so important when it comes to the conscious culture of our brand.”

EVERY PIECE HAS A STORY TO TELL

&Tradition’s carefully curated collection tells a story all its own. “You can express your personality with our collections” states Els “which has always been the goal” but more-over the products themselves have their own story to tell. “Little Petra has one of the best stories” says Els “It was designed in the 30’s during a period when architects were working directly with cabinet makers, and they would only produce a limited number of any item. The chair was inspired by Viggo Boesen’s travels to the States and almost a century later it is still one of the most popular lounge chairs out there.”

This artful storytelling is interwoven into the fabric of &Tradition’s DNA. “One of our biggest strengths is the experience around a product” Els tells us, “It is possible to see a product and either like it or dislike it, but our goal is to create an appreciation for the design and the process” she continues.

Whether they are working with a new designer or breathing life back into a design of old, &Tradition takes careful consideration of the process each item must go through in order to go from initial idea to a fully formed product. It is this creative consideration that makes them such an exciting collaborative platform for designers both new and old.

A TIMELESS MIX OF OLD AND NEW

&Tradition is committed to crafting furniture that transcends the trends with a diverse mix of old and new. Some of the world’s most renowned designers, such as Jamie Hayon, Norm Architects and Note Design Studio join the ranks along with old masters like Arne Jacobsen and Verner Panton. According to Els it is this eclectic mix that is the key to &Tradition’s success.

“It is really nice to be able to reissue something that has a great design history but is perhaps no longer available” Els tells us. &Tradition fosters a close relationship with the families and foundations for designers who are no longer around as it is important to honor the original designs in their purest form.

“With a contemporary designer it is obviously much easier to give a brief” Els explains “and we want to be able to tell their stories too.” What is clear is that new designers gravitate towards &Tradition and their bustling hub in the heart of Denmark’s capital city.

This ability to showcase up and coming designers alongside established masters is somewhat unique to &Tradition and is a true testament to the timelessness of their designs.

WHAT DOES THE FUTURE HOLD?

In an era where sustainability is paramount “I hope we can raise a conscious buying generation” Els tells us “At &Tradition we want to gain an appreciation of the craft and the designer”. With an unwavering dedication to quality and traditional craftsmanship &Tradition is telling the stories of the next generation of designers and iconic designs. Whether you are furnishing a contemporary home or seeking to add a touch of Danish elegance to your space &Tradition’s collection offers a captivating blend of heritage and modernity, each with their own unique story to tell.

Photography: Elof Martinsson, Angeliqa Daldorph, @gippmy, &Tradition

Video: @interior.maria