The Pure way to restyle your home Changing the style of your home does not need to be something you only do once in a decade. With simple, stylish additions of striking colours, different materials and eye-catching details, you can create a completely new look and feel without replacing or spending a great deal. Lone Christensen Tannebæk from Pure Culture talks to Scan Magazine about how to shake things up with the Danish design company’s Spring/Summer collection. By Signe Hansen | Photos: Pure Culture
Partners Lone Christensen Tannebæk and Jette Carlsen have led Pure Culture since 2011.
14 | Issue 86 | March 2016
A sharply shaped marble tray adding a stylishly romantic feel to your table top; a delicate white vase that, with a handmade flower protruding from its front, conveys a pure yet detailed elegance; softly shaped bamboo vases in a striking range of colours to match all moods and seasons – Pure Culture’s new collection combines stylish Scandinavian designs with a bit of inventive bravery and distinct colours. “First of all, our collection consists of things that we would like to put in our own homes – if we wouldn’t want it for ourselves, we don’t include it,” says Lone Christensen Tannebæk who is, together with Jette Carlsen, a partner at Pure Culture. They have run
the firm with director Bjarne Carlsen since 2011. “It also has to be pure with a twist,” Tannebæk continues. “It’s important that it’s something that works with a Nordic style, but that doesn’t necessarily mean that it’s Nordic – we also draw on special stories, materials and expressions. Our customers don’t want to buy just one style; they want to be able to mix it to create their own, and that’s why we take a bit of everything: something Nordic, something exotic and something colourful.” Through this approach, Pure Culture has, thanks to a small dedicated team, built a strong design profile and a loyal network of vendors all over Scandinavia. Soon, the brand is set to expand further into Europe.
Small changes for big impact When every season sees trends spread like wildfire through the design sector, the market, especially a small one like