Designing for circularity

Designing for circularity

The coffee feels extra warm on a quiet rainy day, the radio is playing a catchy song while we are back in the office after an extraordinary trip to London Design Week.

Magazine London
Magazine London is one of the big venues for Design London located in the new design district in the northern part of Greenwich on the edge of the Thames with a mesmerizing view of the high-rise building at Canary Wharf.

In this building Mumutane was selected to exhibit under the theme 'Designing for circularity' with six Danish brands in the Danish Pavilion. Each of the brands work with sustainability and circularity in their design processes.

Panel discussion
On day one Lifestyle and Design Cluster hosted a panel discussion between the Danish brands, where Maria talked about Mumutane's sustainable journey as well as the importance of incorporating a social impact aspect. A large audience listened and engaged with questions revealing a thirst for new knowledge on this specific topic.

We were met with massive positive feedback at our stand. The concept of several brands exhibiting under the same theme, supported by each of the brands individual story, made the Danish pavilion stand out.

African and Nordic expression
Both Interior designers, architects, buyers from different retailers, the press as well as the private consumers were eager to learn about interior design made from reused materials, and the different ways to build a circular business model.

Especially the interior enthusiasts were thrilled to see the African traditional prints being used in combination with Nordic minimalism. The vibrant patterns and colors are well-balanced with the leftover fabrics from Kvadrat, bringing an exclusiveness to the cushion designs. The cross-cultural mix is ​​very modern, and we foresee a much higher appreciation for this colorful and vibrant expression in the future.

Give away
During the four days at Design London, we wanted to engage with the visitors by encouraging them to mix and match the different cushion designs and challenge the Nordic minimalism. We brought with us an old school analog polaroid camera to take photos and collected all of them in a photo album. The winner was selected upon the most creative mix, and won two cushions at the value of 200 euros.

A special bond emerged between everyone from the Danish pavilion during the four intense days at Magazine London. The last day hugs were exchanged along with promises to keep in touch.

Click the photo to see the video of Mumutane at Design London 2022.

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