Discover Benelux | Design of the month
Fall in love and get hooked for life TEXT: BERTHE VAN DEN HURK | PHOTOS: IITTALA
The small Finnish town of Iittala may not be that well known, but it has provided design lovers all over the world with a brand that is solid, functional and will last for generations. Its foremost quality? It is simply stunning. Founded in 1881 in Iittala, Finland, Iittala represents long-lasting design. Quality, beauty and functionality are its core values. The Iittala collection consists of beautiful, functional and durable objects, decorations and furniture that make everyday life better and more enjoyable. “Our designs are enjoyable for everyday use,” says Maaike Brink, marketing manager at Fiskars Benelux. “Not only for special and festive occasions – each product is meant to be used every day as well as on festive days. And they last for generations.” Flagship store Amsterdam Iittala is being sold all over the world but also has several stores of its own 10 | Issue 29 | May 2016
throughout Europe. The Benelux region has three Iittala stores: one in Antwerp, Belgium; one in The Hague, the Netherlands; and, since the end of 2015, a brand new flagship store in Amsterdam at the Van Baerlestraat. With this store, the brand demonstrates that it represents true Scandinavian design, which is beautiful in its simplicity and inspired by nature. With unique products and an exclusive concept, Iittala stores are revolutionary in the field of homeware boutiques. As soon as you walk into an Iittala store, you enter the world of beautiful and functional Scandinavian design. With its innovative retail concepts, Iittala creates a strong brand experience for customers in all stores. Submerse in the world of Iittala “Iittala products are beautiful on a shelf, but they look even better the way we show them, just the way you would
present them at home,” says Emile van Oorschot, general manager of Fiskars Benelux. “With our stores we want to show people what the possibilities are, and therefore the stores are designed to resemble home environments. Iittala objects are designed to be combined with an existing interior or with other Iittala products.” Entering an Iittala store may result in an hour-long treasure hunt. The professional staff are always willing to advise and help people with their interior questions and challenges. “Iittala is for anyone who is interested in and committed to their interior and has their own unique creativity. Many people know exactly what they want and need, but some people, like me, have a keen interest but are not so good with seeing all the possibilities,” says Van Oorschot. “People like me need the help the staff at the stores can offer, whether it is for an entire interior, a special table setting or finding the ideal