Interview : Trine Andersen, founder of Ferm Living
For the very first time, Ferm Living creates a furniture corner with all of its collection, with a preview showing for Fleux’.
While Ferm Living celebrates its 10 years anniversary, the scandinavian brand establishes itself into the Fleux’ furniture area through a corner specially made for the event. Based in Copenhagen, danish creator Trine Andersen continues to imagine a selection of objects, accessories and scandinavian pieces of furniture for her brand. She told us about her creative journey.
This season, you celebrate the 10 years anniversary of Ferm Living. What outcomes and conclusions do you make from this successful 10 years?
Trine Andersen: Well, to come from 10 wallpaper designs, when I started the company 10 years ago, to now having a broad collection of about 800 different interior designs, is really something. And it is also a little hard to comprehend, when you look at it like that. It has of course been an incredible amount of work, but it has also been a lot of fun. Of course the design and the products are the foundation, but there is so much else that goes into a business. Honestly, if I’d known all the parts that went into running a business before I started doing it, I may have given it a second thought. But of course, I’m so glad I went ahead!
For the occasion, you set up a Ferm Living corner at Fleux'. Since your first creations devoted to the child's universe, how did your collections progressed and evolved?
Trine Andersen: Actually Ferm Living started out with 10 wallpaper designs back in 2006. The Kids collection wasn’t added until 2008. Gradually we have added more and more design objects for the entire home during the years. But you can say that it was appropriate that we began with wallpaper because that’s allowed us to enter into the many rooms of design with ease. From living room to kitchen to office, we delight in creating an aesthetic universe that is deliberate yet understated.
Ferm Living's creations use lots of graphic patterns and pastel colours. How would you describe the Ferm Living' spirit?
Trine Andersen: Ferm Living is about sincere passion for craftsmanship and aesthetics in everyday life - while also enjoying the benefit of functional design made with a graphic designer’s eye and a Danish sensibility. I have a background as a graphic desinger, and you can see that in our products, where we draw on Scandinavian design traditions – but added a distinctive graphic edge that makes every item firmly contemporary. Our passion is to bring you the best in furniture and design products through innovative silhouettes rooted in traditional production methods, whether you're looking to build your living room, kitchen, office, bedroom or kid's room.
You always have collaborated with many creative studios and artists, as testified by the Herman tables and chairs collection. Is it a way to mix influences?
Trine Andersen: Yes, we mainly design everything our selves, but sometimes we find collaborative partners with other compentences than we have. Like a textile designer with another graphic touch, that adds something extra to the collection that we cannot create ourselves. The case of the Herman chair is sort of similar, We have been talking a lot about designing our own chair – even made sketches, but when we were introduced to the Herman chair, it was love at first sight, and we knew immediately that it fitted in to the Ferm Living collection.
For some time, a new scandinavian trend finds its way in the design and decoration industry, and Ferm Living is a part of the movement. What do you think about this ubiquitous trend?
Trine Andersen: Well, I think that several Danish brands have success right now, all draw on the legacy of Danish mid-century modern and well-crafted design from architects like Wegner, Arne Jacobsen and Finn Juhl. Also the simplicity and the choice of material has a lot to do with it. There is a timeless aesthetic and craftsmanship that is so easy to adapt for people all over the world.
You live in Copenhagen which is a significant place in the history of design due do its own history and its strong creative ability. How do you feel about this city and how does she inspire you?
Trine Andersen: Copenhagen is a very inspiring place to live in general. We absolutely love to live here. Whether you look for great food expiences, art, design and music, the city kind of has it all. It is the capital of Denmark, but still quite small, and you can go on your bike everywhere. Copenhagen also feels young and vibrent, especially in the summer months – people practically live in the streets when the sun is out. There is also a feeling of open-mindedness and creativity with a lot of small creative businesses popping up in the different buroughs of the city.
How do you perceive the future of Ferm Living and what are your next projects?
Trine Andersen: We have a very positive look at the future, and have great expectations to build and develop the brand, the markets and the products further. On short term, we have been focussing on our pop-up shop, which just opened in Copenhagen. Its located in an old power station in the city centre thats never been open to the public before. It is also the first time we open a fully dedicated Ferm Living universe, which will run until the 28th may. This week we are in New York to participate in New York Design Week, where we will exhibit at ICFF. On a bit longer term we are looking very much forward to launching the autumn winter 2016 collection, where we are introducing new accessories and furnitures.
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