UMAGE newspaper 2023

THE NEWSPAPER

MEET ANDERS KLEM

A designer of rational solutions and endless creativity, designing timeless pieces and honored with a German Design Award.

Page 6

MOMENTS THAT MATTER

Create the perfect atmosphere in the dining room for memorable dinners with family and friends around the dining table. Page 8

SUSTAINABILITY & DESIGN

Discover the journey of sustainability at UMAGE and the challenges met in the furniture and lighting industry.

Page 22

NEW HORIZONS

MEET ANDERS KLEM

MOMENTS THAT MATTER

Anders Klem shares his thought on designing with passion and with the future in mind. 08

DESIGNS THAT EVOLVE

20

Gather your friends and family for memorable moments around the dining table.

16 AT HOME WITH METTE

FINE DINING ILLUMINATED

In an ever-changing world, the importance of flexible living has never been more relevant.

Moving forward and challenging how UMAGE think and design with 100% recycled textiles. 22 SUSTAINABILITY & DESIGN

Meet UMAGE’s CSR coordinator for an honest talk about sustainability in the design industry. 06

In the 86 m 2 home, old with new and neutrals with colours are combined, for a well-balanced, personal interior. 14 LET THERE BE LIGHT

Discover how lighting can transform your space and create the perfect atmosphere in any room.

How a Michelin restaurant in Copenhagen uses Asteria Move to create the ideal dining experience. 12

SOCIAL MEDIA

Let’s be social @umagedesign

At UMAGE we make an effort for the environment, so this newspaper is printed on FSC®-certified paper to make sure the paper originates from responsibly managed forests that have been audited by an independent third party to confirm they are managed according to FSC’s rigorous social and environmental standards.

UMAGE is a Danish word meaning ‘making an effort’. But how does this name commit? What does it really mean? I believe we constantly need to ask ourselves that question – at UMAGE and in our everyday life. We need to make an effort for the environment, create designs that have a justification for seeing the light of day in a world filled with products, and guide our customers in the best way possible to give them the best experience when acquiring a new UMAGE design.

This newspaper and our premiere issue is a tribute to the UMAGE efforts: Dive into the interview with Anders Klem, who won a German Design Award on page 6, read our guide to decorating a stylish and timeless dining room on page 8 and meet our CSR coordinator, Mikkel Boe Petersen, on page 22 exploring our visions for a green future at UMAGE. Enjoy!

BEST WISHES,

SØREN RAVN CHRISTENSEN CHIEF CREATIVE DEVELOPER, UMAGE

SØREN

RAVN CHRISTENSEN, CHIEF CREATIVE DEVELOPER AND JACOB NANNESTAD, CEO

ABOUT UMAGE combine aesthetics, simplicity and functionality and infuse it with thoughtful craftsmanship and environmental care. The result is exquisite designs with a sustainable edge. The designs are flat-packed to optimise global logistics and make the designs more accessible and affordable. In the process, UMAGE is minimising the carbon footprint on the planet and maximising the ethical commitment to environmental responsibility.

Having begun their journey in 2008, CEO Jacob Nannestad and Chief Creative Developer Søren Ravn Christensen established UMAGE, which has constantly been growing and expanding ever since. Today, UMAGE is present in over 1500 stores in more than 50 countries around the world.

NEW HORIZONS

“We are constantly improving our designs and trying to do even better for the environment, which is why we have introduced the Horizons textile collection for our UMAGE designs.”

SØREN RAVN CHRISTENSEN CHIEF CREATIVE DEVELOPER, UMAGE

Moving forward and challenging how we think and design while caring for the environment is essential to make a difference in the design industry. To endorse this thought and walk towards a more sustainable future, UMAGE introduced their new 100% recycled textile for all upholstered furniture pieces, Horizons, last spring – replacing all existing textiles.

“The new textile is called Horizons – reminding us that a brighter future is in sight if we are all making that extra effort for the planet.” – Søren Ravn Christensen, Chief Creative Developer at UMAGE.

The Horizons textile is made from recycled single-use plastic waste, and with help from technology, the collected plastic waste is transformed into the yarn that makes the Horizons textile. Motivated by the world’s need for change and reducing the impact of our activities on the planet, the Horizons fabrics reduce plastic pollution and transform single-use plastic into furniture.

Besides being 100% recycled, the Horizons textile is highly durable, ensuring that your upholstered designs from UMAGE will last a lifetime. However, we know that sometimes needs, trends or taste change, and you’d like to change up your home accordingly. When those needs arise, you can change the upholstery yourself, adding new life to the design and your home without purchasing a complete new piece of furniture, saving the world’s resources.

All Horizons textiles are certified with Global Recycled Standard and Standard 100 by OEKO-TEX, ensuring that they meet strict social and environmental requirements and empowering you to make sustainable choices when shopping for your home.

MEET ANDERS KLEM

THE CREATIVE MIND BEHIND THE AWARD-WINNING LOUNGE CHAIR

ANDERS KLEM IN-HOUSE DESIGNER, UMAGE

The designer, Anders Klem, graduated from the Royal Danish Academy of Design in 2013 and has been an in-house designer at UMAGE since graduation. His talent for combining rational solutions with endless creativity is the perfect match for the signature and philosophy of UMAGE, where form follows function to ensure a strong purpose behind the designs.

The A Conversation Piece lounge chair was not only the first chair that Anders designed but also the chair that established his unique visual style and showcased his exceptional talent. The chair can be defined as a modern classic thanks to its innovative design and impeccable craftsmanship. The name of the chair says it all – it is truly a conversation piece, and now it has been recognised with the honour of a German Design Award.

Anders Klem explains that “one of the unique features of A Conversation Piece is its ability to withstand the test of time. If the upholstery becomes damaged or stained over time, it's easy to remove and replace, ensuring that the chair remains a longlasting design piece that can be passed on for generations.” This commitment to durability and longevity is a testament to the designer’s philosophy that good design should not

simply look great but should also be practical and sustainable. The moulded oak veneer shells of the chair are seamlessly joined together without any visible screws, creating an effortlessly elegant and artistic outline carried by the elegant symmetrical legs. The result is a chair that not only pays attention to detail, but that’s also a masterpiece of industrial design.

His commitment to design has not gone unnoticed with the acknowledgement of the talented Jury at the German Design Award – one of the world’s most renowned international design awards. “This is a recognition that I’m both humbled by and extremely proud of”, the designer says. For Anders Klem, however, winning an award is not the end goal of design. “Rather, it's about designing with passion and creating something innovative that justifies why another chair needs to see the light of day”, he explains.

His approach to design is a refreshing departure from the throwaway culture that still today dominates modern consumerism. By prioritising sustainability, functionality, and longevity, Anders Klem has created a chair that will continue to be admired and appreciated for years to come.

MOMENTS THAT MATTER

Gather your friends and family for a memorable dinner around the dining table. From choosing the right furniture to selecting the perfect lighting, decorating your dining room is about finding the ideal balance between functionality and aesthetics and ensuring that every meal feels special.

Finding the right dining chairs is essential for creating a comfortable and stylish space for family meals and dinner parties. Wooden chairs like the Curious chair are a perfect choice for their light, timeless look and durability, while an upholstered chair like the Time Flies dining chair offers added comfort and an extra touch of elegance. Whether you prefer wooden chairs or upholstered chairs, they should combine comfort, style, and functionality to suit your personal preferences and needs.

Every dining room needs a centrepiece – the perfect dining table with room for all your favourite people to gather around. Whether you have limited space or a big room to decorate, a dining table with extension plates is a flexible solution that lets you customise the table to the setting and the number of guests.

Lighting plays a crucial role in creating a warm and inviting atmosphere for meals. When creating the perfect lighting setting for your dining room, considering things like placement, light intensity, materials, and mode of expression is key.

DESIGNS THAT EVOLVE

UMAGE'S COMMITMENT TO MULTIFUNCTIONALITY AND FLEXIBILITY RESULTS IN TIMELESS DESIGNS ADAPTABLE TO YOUR EVOLVING NEEDS

The world changes, trends change, and so do you and your needs. In an ever-changing world, the importance of flexible living has never been more relevant. Multifunctionality and flexibility are some of the core principles of the design philosophy at UMAGE. Designing with these aspects in mind, UMAGE believe they can create timeless designs that will not only last for many years but that you’ll cherish for just as long.

The flexibility of the designs allows the design to evolve with you and your home: Imagine that you find the perfect lampshade for your dining table, but after some years, you move to another place where that exact lampshade suddenly doesn’t fit above the dining table – then instead of throwing it out, place it on a floor or table stand, and you suddenly have a new lamp that serves a new purpose.

Acknowledging the ever-evolving trends as well as new needs or preferences, creating interchangeable upholstery and designs is yet another aspect added to the philosophy of flexible living. When given this possibility, you can add new life to the design by changing the colour of your cabinet doors or dining room chairs. If an accident happens, and you’re left with red wine stains or baby fingerprints that won’t come off, you can easily

change the upholstery instead of buying a complete new piece of furniture. Like this, the design not only evolves with trends – it evolves with you too. In favour of you and the planet.

The design philosophy at UMAGE places significant emphasis on developing versatile designs that serve multiple functions, reducing the number of products you need for a complete home. In most of the table lamps, you will find a USB outlet, giving you the possibility of charging your phone. You'll find drawers at each end of the Heart’n’Soul dining table, adding a storage element to your dining table. The Lounge Around Shuffle pouffe works as an extra seat for your guests or your feet, and taking off the cushion, you’ll have a coffee table. These are just examples of how multifunctionality plays a big part in the design processes and the designs at UMAGE.

It’s not only getting more challenging for us to keep up with everevolving trends, but it’s also getting harder for the planet. UMAGE believe that by reducing the number of products you need or by prolonging the life of a design with interchangeable elements and flexibility, they not only want to break with the throw-away culture but want to challenge the pressure of keeping up.

A lampshade used as a table lamp can quickly transition into a pendant or floor lamp if needs should change over time, offering a flexible lighting solution that adapts to your life and requirements.

CRAFTED WITH OAK The core material is the starting point of every UMAGE design. The significance lies not only in the practical aspects of strength, durability, and tactility but also in the enchanting beauty and the stirred feelings of the materials.

By focusing on natural materials, UMAGE aims to create pieces that not only last for generations but also provide a sense of bringing nature indoors and calming the mind.

UMAGE use oak wood sourced from non-certified sustainable forestry. Oak wood is a hardwood known for its superior level of strength and durability – qualities that make it capable of withstanding the test of time.

In the event of an accident resulting in a dent in the wood, hardwoods like oak tend to make such dents less prominent compared to softwoods like pine or cedar. UMAGE is working on the launch of wood reparation kits that make fixing any damages that may occur easy, ensuring that the furniture maintains its original beauty and functionality even as years go by and life is lived.

The Heart’n’Soul dining table has two fabric-lined drawers at each end, where you can quickly put away the mess and marks that everyday life sometimes leaves behind.

LET THERE BE LIGHT

TRANSFORM YOUR SPACE WITH THE RIGHT ILLUMINATION

Lighting can make or break the ambience of a space. Follow these four simple rules of thumb to achieve the best illumination in any room:

01 Incorporate multiple light sources throughout the space, including a combination of overhead lighting, floor lamps, table lamps, and decorative lighting. Aim for at least one light source in each corner of the room.

02 Choose the right size and number of light fixtures depending on the size of the room and the desired effect. For example, a larger room may require multiple overhead lights, while a smaller space may benefit from a single statement piece.

03 Consider the placement of each light source carefully. Overhead lighting should be evenly spaced and provide enough light to illuminate the entire room, while floor and table lamps can be strategically placed to provide targeted lighting for reading or other activities.

04 Pay attention to the colour temperature of the bulbs you choose. For a cosy, inviting atmosphere, opt for warm white bulbs with a temperature of around 2200-2700 kelvin. For a brighter, more energizing atmosphere, choose bulbs with a temperature closer to 3000-4000 kelvin.

TOP The Clava Up Wood is a statement piece on the wall and offers a decorative lighting with playful rays of light on the walls in the surrounding space.

BOTTOM

lamp's

The Omni table lamp offers a targeted light that can be turned 360° and dimmed to the light intensity you need, making it the perfect companion for the desk.

A long hallway or entrance often requires several overhead lights to illuminate the entire floor of the room evenly.

The Eos feather lampshade is a popular choice for the bedroom, as it adds a great overhead light to the room while enhancing a soft and cosy ambience desired for a bedroom.

AT HOME WITH METTE

Mette Eskerod Foldager found her 86 m 2 home in the heart of Frederiksberg, where she has lived for the past 11 years. Mixing old with new, neutrals with colours, and painting her walls every once in a while, Mette continues to add new life to the apartment.

What is important for you when decorating your home?

I’ve always been interested in design, art, and graphic design, and I’ve worked within creative industries my entire life, which I think manifests in how I style and decorate my home. I decorate from a feeling more than from a specific template. I like playing with contrasts, so if I feel like a room is too soft, I add a vivid colour to the walls or put in a bold furniture piece. For me, it is all about maintaining a certain balance.

Speaking of contrast, you have a lot of flea market finds in your home. How do you incorporate those?

I had a rule at one point where I wasn’t allowed to buy anything new. I did this to see how I could add new life to my home without compromising the environment – while also saving money. And that has resulted in my home being a total mix of brand-new designs and flea market finds I’ve restored. It’s very satisfying for me to see how I can make something new out of something old, and it’s a very mindful practice for me. I also think that it adds more personality to the home.

Do you have anything in your home that you would never get rid of?

I have a painting in my dining room made by a local artist from back home that I’m quite attached to, as it represents where I’m from and reminds me of home. That I will never get rid of.

What’s your most recent home purchase?

The Comfort Circle dining table from UMAGE. I love it. My dining room is not that big, and this table is perfect, as it doesn’t take up too much space on a daily basis, but I still have room for having guests over, as I can quickly extend it. I also love the organic shape of the legs, which lifts the design and makes it light and airy.

ABOUT

Mette Eskerod Foldager, 36, Chief Marketing Officer at UMAGE.

Bachelor's in Information Science and a Master's in Communication, but has also worked with graphic design and photography within the design industry.

Originally from Thy in the Northern part of Jutland, Mette moved to Copenhagen in 2011 and bought the apartment in Frederiksberg a year later.

The building in Frederiksberg is from 1891. The apartment is 86 m2, with an open plan kitchen with a dining area, one bedroom and two living rooms en-suite. The apartment has a large balcony facing the courtyard.

METTE ESKEROD FOLDAGER CHIEF MARKETING OFFICER, UMAGE

The white wall piece Mette made from an early UMAGE cornet lampshade sample – reusing a perfectly good material for something new.

“Combining new, timeless designs with quirky flea market finds is, to me, the perfect balance that adds personality to the interior.”

METTE ESKEROD FOLDAGER CHIEF MARKETING OFFICER, UMAGE

Do you have a favourite spot in your home?

That’s a tough choice. I really love my reading nook in the corner of my living room, where I have the fluffy A Conversation Piece lounge chair with a tall back, so I can properly lean back and read a good book –actually, I mostly do audiobooks, but you get the point. But if I had to choose, I might say my balcony. I spend so much time out there – all year round.

What’s the best part of living in Frederiksberg?

I love how I somewhat have a little bit of both worlds. I live in the city and pretty close to everything, but I still have the courtyard that has become my little garden and sacred space – and I spend many hours planting, decorating and making it cosy – just as I would have if I had a house with a garden.

RESPONSIBLE FEATHERS Did you know that the Eos feather lampshades are RDS-certified, ensuring the well-being of the animals?

RDS stands for Responsible Down Standard and is a recognized certification in the industry of down and feathers. To receive this certification, the entire product supply chain – from farmland to end-consumer – has been audited, approved, and certified by IDFL, ensuring that all animals are treated with respect for the Five Freedoms of Animal Welfare.

FINE DINING ILLUMINATED

In one of the most historical parts of Copenhagen, tucked away behind the Royal Danish Theatre, you’ll find à terre – a Michelin restaurant. Here you can indulge in a sophisticated dining experience, perfectly lit up by the sleek Asteria Move wireless lamps. When the evening has come to an end, the restaurant staff can effortlessly recharge all Asteria Move lamps using the UMAGE collection's unifier wireless chargers and charging station. The charging station accommodates up to seven Asteria Move lamps and can be mounted on a wall or stand on a shelf for added convenience.

ASTERIA MOVE LAMPS AT À TERRE

The Asteria Move wireless lamps offer four light settings to create the ideal ambience for your dinner.

SUSTAINABILITY & DESIGN

"THERE IS ALWAYS ROOM FOR IMPROVEMENT WHEN IT COMES TO SUSTAINABILITY."

Designing furniture and lighting can never be 100% sustainable. Yet, everyone is talking about it. But what is sustainability, and how do you become sustainable in an industry where producing and selling goods is what makes the wheels turn? We had a walk with UMAGE’s CSR Coordinator, Mikkel Boe Petersen, to learn more about UMAGE’s sustainability journey and the challenges of promoting and taking the necessary steps towards a more sustainable future.

UMAGE has always been a company dedicated to caring for the world surrounding us, and sustainability has always been top of mind in all processes at UMAGE, Mikkel Boe Petersen explains. But, at UMAGE, we’re also attentive to the fact that when talking about sustainability and CSR – in every company, really – there are many factors to consider and steps you can take to move towards a more sustainable and responsible future, Mikkel continues. This is why UMAGE decided to team up with an external consultancy last year to outline and analyse the next steps for UMAGE towards a green transition. And it turns out – CSR is not as simple as it might sound, Mikkel Boe Petersen states.

Mikkel and UMAGE's management had initial thoughts and goals, including calculating product CO 2 emissions. However, the external consultancy highlighted the potential risks of diving directly into CO 2 calculations without any other references. Instead, UMAGE turned the focus to mapping sustainability efforts and exploring various options for a green transition.

Mikkel states how UMAGE is already doing many great things and explains how a sustainable mindset has always been a big part of the organisation but how communicating those efforts is sometimes challenging. “We want to communicate all the efforts that we are currently doing, such as our new 100% recycled textiles, how we focus on flat-packed designs, flexibility and multifunctionality, and that a healthy work-life balance is key in our organisation”, he continues. “But we’re also aware that we still have a long way to go and that there is always room for improvement when it comes to sustainability. But how do we communicate this while avoiding it becoming greenwashing or green hushing?”

GREENWASHING VS GREENHUSHING

Greenwashing refers to the act of providing misleading information about a company’s products, creating an inaccurate perception of its environmental friendliness. It involves making unsupported claims to deceive consumers into believing that the products have a stronger positive impact on the environment than they truly do; greenhushing, on the other hand, occurs when a company remains silent about its sustainability goals, even if they are genuine and feasible, due to the fear of being accused of greenwashing.

He explains how sustainability and CSR are sometimes challenging to discuss from a brand’s perspective, as there’s always room for improvement and when ‘promoting’ sustainability efforts, there’s often a risk of coming off as greenwashers. So even though a brand does many things, it’s never quite enough. “When talking about sustainability and CSR, I believe that honesty and transparency are the best way forward, and as the CSR responsible at UMAGE, my main goal is to achieve these things.” Mikkel continues, “However, transparency regarding CO2 emission is a lot of work and not something you can do within a month. It can take years to map all the activities in the organisation – something that we’re currently working hard on achieving.”

Mikkel explains that to achieve this transparency, UMAGE is committed to working towards becoming a B Corp organisation. The B Corp certification ensures that an organisation meets high standards of verified performance, accountability, and transparency on factors from employee benefits and charitable giving to supply chain practices and input materials. To achieve the certification, a company must demonstrate high social and environmental performance, make a legal commitment to be accountable to all stakeholders and not just shareholders as well as exhibit transparency regarding their performance. “However, a B Corp certification takes time and effort, as we, amongst other things, have to review our full supply chain from our Copenhagen office to not only our suppliers but also our subcontractors”, Mikkel Boe Petersen states.

“The B Corp certification is our main goal, and we’re working hard to achieve that within the next couple of years. Come back in five years, and without promising too much, I envision we’re undergoing our second B Corp review.”

MIKKEL BOE PETERSEN CSR COORDINATOR, UMAGE

The 100% recycled Horizons fabrics used for all upholstered furniture from UMAGE are made from single-use plastic waste and repurposed in the design of durable and timeless furniture pieces.