Last May, we launched the new furniture brand Tre Sekel (Three centuries). I worked as creative director. In collaboration with the design office BrittonBritton we are responsible for the overall strategy, branding and product development. The concept is a collection of furniture built of Swedish birch wood in the esteemed and historic factory in Tibro, Västergötland, a main hub of the Swedish furniture industry.
As the name suggests, this collection rests on three legs, anchored in three centuries — Gustavian style furniture from the 18th century with new surface treatments, a new selection of pieces from the Carl Malmsten archives, also with new surface treatments, and newly designed pieces from the 2010s. The designers for the première collection are Thomas Sandell and I.
Sustainability in every aspect of the expression is the main philosophy behind the Tre Sekel collection. The furniture pieces are crafted in supreme quality birch wood carefully selected from local forests, cut is the same local sawmill that the factory has worked with for generations. All pieces are painted in all natural egg tempera paint in beautiful pastel nuances, in the 18th century tradition. The furniture is made to last for generations.