As a remote nation in Northern Europe, Sweden has always been capable and self-reliant. And our ‘challenging’ climate influences the decisions we take; especially where solving problems and creating things is concerned. We know how to maximize our resources with minimal impact, know which trees to take, and those to leave for the future. And we know that the simplest route to solving a problem is the best.
We’re analytical, and don’t embark on a project without the necessary planning and preparation. Some foreigners might remark that we take a while making decisions; yet it’s part of our analytical nature. And it ensures that the end result is far better realized than if we were to take rash decisions and cut corners.
Our solutions are typically people-centric; placing the user first. We think and design holistically with function uppermost. As a result, our design heritage is one marked by simple, functional minimalism and very intelligent use of natural materials. Why import something when we can make it ourselves from the things we have around us?
Yet we’re not adverse to experimenting, refining and exploring outside of our land. We’ve always made the most of our adventures… In fact, we’re rather good at assimilating skills, techniques and materials from abroad, and applying them into what we do internally. That’s why today we’re at the forefront of industries like technology (both digital and hardware), medicine, and progressive industrial design. It's a combination of traditional problem solving and logic, applied to new arenas.