Anti Trondheim

Curiosity, Interference, and Redefining Norwegian Brands

ANTI (or A New Type of Interference, to give them their full title) specialise in making a bold impact. When Localfolk came calling for a conversation at their Trondheim office, the two co-founders - Robert Dalen and Stian Ward Bugten - are impeccably suited, sitting side by side in what appears to be the lair of a James Bond villain, softly backlit by a golden glow bouncing off a vast rough-hewn rockface.

They’re quick to tell me that their Trondheim headquarters is located in Dora II, an unfinished subterranean German U-boat bunker. “During the occupation of Norway during World War II, an ambitious scheme was set out to turn Trondheim into New Trondheim (Neu Drontheim), the northernmost cultural capital and naval base”, Stian informs me. As far as memorable first impressions go, ANTI have most definitely made their mark.

The firm’s ability to create ripples of excitement, which grow into waves of disruption, extends far beyond their choice of interiors. Over the past decade, ANTI have become the firm to go to when it comes to audacious, groundbreaking, and seamlessly beautiful design idioms. As Stian explains, “we have a very diverse portfolio, featuring massive institutions in finance and telecommunications, cultural institutions, hospitality, museums, libraries, right down to the startups. We know the value that we can bring through communications and branding, and that’s part of what brings these clients to our door”.

Diversity is clearly the key word when it comes to ANTI’s clients. When asked whether they could describe the typical type of company that calls upon them for their branding and design services, they respond with one word:

“No.”

Despite the partners’ internationalist leanings and cosmopolitan background (Stian studied in London before being snapped up by advertising giant Leo Burnett in New York, and Robert boasts a similarly impressive globe-trotting resume), the city of Trondheim somehow retained its pull. Eventually, they returned home to a far more dynamised local scene than they’d ever remembered.

“I originally studied photography”, Robert tells me. “I was always fascinated by the power of visual communication. However, photography seemed too stressful, so I went on to become an art director with no formal qualifications, before being invited by a friend in Bergen to launch ANTI. From there, things moved quickly - I sold everything, moved to Bergen, and after seven years I began hearing about the excitement in Trondheim. I never thought I’d come back to Trondheim. When I was growing up, nothing happened here!”

Stian is similarly impressed by the city’s rapid growth, and goes to give clues as to why ANTI feels so at home there. “Trondheim is a small town that’s growing incredibly quickly, but which has always had this rebellious spirit.

It is where some simple farmers and craftsmen assassinated the Viking king of Norway!”

He goes onto mention the deep relationship that Trondheim has with craftsmanship, explaining that this is, at essence, what ANTI is all about. Today, however, the city is best known for its technological innovations. “The best students from across the globe come to Trondheim, and patents from the university NTNU are used by tech companies worldwide. The early GSM network was invented here. Technology for offshore was invented here. There’s huge excitement regarding Trondheim’s role in the future. We often refer to it as a tiny, tiny Silicon Valley, the tech capital of Norway”.

There’s a rock ‘n’ roll sensibility to ANTI which appears to permeate everything that Stian, Robert, and their respective teams do. As Stian explains, “interference for us means having that hunger to go the extra step, to push things to the limit in every aspect of our craft”. Robert enthusiastically agrees, stating that “interference is not just in our name, it’s what we do. We want to take everything further, and get that surprise factor into every project”.

This approach has led to ANTI developing a number of practices which demonstrate just how committed, yet how unusual, the company is when it comes to their own growth and the honing of that craftsmanship. “We have a culture of developing our own brands”, states Robert. “This is how we learn, and it’s how we find new ways of creating interference”. According to Stian, “designers are all too often removed from the business side of things. They might be able to create beautiful images, but lack the understanding that allows them to really make change. By setting up and investing in our own brands internally, we really understand the challenges that startups face”. ANTI have developed a coffee brand “Heimbrent” inspired by Trondheim’s history of moonshine production, a brand which makes use of ocean trash, and a jeans label, to mention just three. To say their ambition matches their talent would be something of an understatement.

It’s commented that this holistic approach would be impressive on its own, but when coupled with the artistry and undeniable beauty of ANTI’s work, it becomes nothing short of revelatory. Robert responds: “We need to find these big ideas, but they always need to be delivered with visual excellence”, going on to say that because ANTI was originally launched purely as a design agency, that dedication to aesthetics and engagement with design is deep-rooted into the company’s culture.

“All of our approaches come back to us being curious and open”, Stian says. That, in essence, seems to be the spirit of Trondheim defined.

ANTI.AS

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