Evolving craft for the feet and the eye Combining expertise honed over 125 years with the innovative spirit of some of Sweden’s most creative thinkers, Kasthall has become one of the biggest and mostloved design brands within rugs and flooring solutions in Europe. Scan Magazine set out to learn more about the secrets behind the brand. By Linnea Dunne | Photos: Kasthall
“The town of Kinna is situated within easy access of water in a region lacking in fertile land,” explains Eva Boding, CEO of Kasthall. “As the area wasn’t good enough for agriculture, it naturally became a textile district. Yarn was dyed in the river and Kinna became a major producer of clothes and curtains.” Kasthall was founded in 1889, when electricity was first introduced, by entrepreneur and designer Ludvig Andersson. The factory was the first of its kind in the country, and it has been nothing but a rug factory from day one and up until today. Word spread quickly about the high-quality, beautiful rugs and the 18 | Issue 89 | June 2016
factory started working with prominent designers including Ingrid Dessau, Viola Gråsten and Astrid Sampe.
Change and innovation “When Gunilla Lagerhem Ullberg was recruited to the post of chief designer 30 years ago, the idea was to help the business make the transition from industrial to design brand,” says Boding. “She came on board, bringing along her own unique design expression, and created some real design classics, which also won a number of awards.” As the legendary chief designer passed away late last year, Kasthall found itself facing a crossroads.
The CEO, on the other hand, had only joined the company a few months earlier in February 2015. With a background in the fashion industry, fast-paced innovation was in her DNA. “Fashion is very much driven by trends, and it moves quickly with four collections a year. Change and innovation really drive the fashion scene on, and I feel that drive in Kasthall as well,” she says. As such, continuing on the path of design innovation seemed like the obvious choice for the brand, which ended up taking on a new creative design advisor, Ola Rune, one of Sweden’s leading architects. “In addition to a strong design team, we need to constantly top up on impressions and keep an eye on trends. Design never stops, it must keep evolving,” says Boding. “The idea behind our collaboration with Ola is that he will be able to challenge us and bring in an outside, often global, perspective. The de-