WOUD Brand book by WOUD

RAND BOO 22/23

Wel c o m e t o ou r w or l d of de s ign . P l eas e s te p in s ide . Ever y home ex pres s es a p ers o n a lit y. E ver y ho m e evokes a cer tain feelin g . E ver y ho m e t ells it s ver y own unique stor y. B efo re yo u m o ve yo ur b elo n g in g s in, it is just a place, a n a p a r t m en t , a ho us e. S p a c es and places can have s o uls , hea r t s a n d h is t o r ies , b ut as soon as you decora t e t he s p a c e w it h yo ur c o llec t ed fur niture and interio r, it s ud d en ly t ur n s in t o a ho m e. Your home. An atmo s p here t h a t s ho uld a llo w yo u t o relax , feel safe an d c hec k o ut o f t he c o m p lex wo r ld outside the doors. P ro v id in g a n exp er ien c e o f in s p iring and intimate spa c es . Fo un d in g WO UD , we wa n t ed to contr ibute to crea t in g t hes e s ur ro un d in g s . We w ill do our utmost to for m d es ig n s t h a t em b ra c e a n d evo ke such feelings. S o, t h is is o ur WO UD un ivers e, we c a n not wai t t o s ho w yo u a ro un d .

Mia a n d To r b en Ko ed Fo u n d er s of W O UD

O U R S TO RY The vi si on of a c ol l e c t i ve of t alented newc o m ers a nd esta b l i shed d esi g ners c a r r y i ng t he prou d S c andi navi an d esi g n tra d i ti o n i nto a new era o f furni ture d e s i gn spar ke d t he be gi nni ng of WOUD . In 2014, fo und ers Mi a a nd To rb en Ko ed d e c i de d t o pu t t he i r ex pe r i e n c e a nd hea r t i nto a new p ro j ec t. Af ter wo rki ng w i t h produ c t i on and sal e s of p ri va te l a b el furni ture fo r m a ny yea rs, i t wa s ti m e f or a c h ange - a new c h al l e ng e. The c ha l l eng e wa s to b ui l d a d esi g n b ra nd . A brand t h at was t he i r ow n. A b ra nd w i th hi g h a m b i ti o ns ro o ted i n the No rd i c d e si gn t radi t i on. A brand t h at b ri ng s so m ethi ng new to the d esi g n wo rl d . The f ou ndi ng i de a was t o l oo k a hea d i nstea d o f l o o ki ng b a c k a nd sha re o ur p rof ou nd l ove f or hone st de si g n. We wa nted to exp l o re w ha t the d esi g ners o f tomor row we re abl e t o c ome up w i th a s they c a n c o ntri b ute a new ta ke o n w ha t the wor l d ne e ds r i gh t now. We wa nted to g i ve them a sp a c e to g ro w. To fl o uri sh - and we st i l l hol d on t o t h at to d a y. I n 2 015 , we l au nc he d ou r e nt ire b ra nd uni verse a nd p ro d uc ts a t No r thm o d ern, I M M Col ogne and S t oc khol m Furni ture a nd L i g hti ng Fa i r. Our f i rst p resented c ol l e c t i on f e at u re d more t h an 30 new p ro d uc ts sp a nni ng fro m so fa s to c ha i rs, a nd l i gh t i ng t o home ac c e ssori es. A ra ng e o f these p ro d uc ts i s sti l l fea tured i n o u r c ol l e c t i on t oday. S i nc e ou r l au nc h , we h ave ai med to sta y true to the fo und i ng i d ea s a nd m o ve a he ad w i t h i nnovat i ve de si gns i n a c o herent c o l l ec ti o n. We sto c k o ur enti re c ol l e c t i on l oc al l y i n D e nmar k a nd the Uni ted Sta tes i n o rd er to a c t fa st a nd b e a bl e t o f u l f i l de mands opt i mal l y.

A COLLECTION O F LOV E AT F I R S T SIGHT DESIGNS Ou r c ommon mi ssi on i s t o c rea te ti m el ess d esi g n w i th g rea t a t tenti o n to qu al i t y, si mpl i c i t y and hone st y. D esi g ns sho ul d a p p ea l to us a nd m a ke us f e e l some t h i ng i nsi de . When wel c o m i ng new d esi g ns i nto o ur c o l l ec ti o n, we want t o f e e l a se nse of lo ve a t f i rst si g ht. Ou r vi si on i s c l e ar. We want to sha re o ur l o ve fo r ho nest d esi g n. We be l i eve t i me l e ss de si gn c an exp ress p erso na l i ti es, evo ke feel i ng s, i nsp i re pe opl e and c re at e be au t i f ul sp a c es. W i th a b ro a d a nd d eep sel ec ti o n o f S c andi navi an f u r ni t u re and ho m e a c c esso ri es, we wa nt to b ri ng m o d ern de si gn i nt o home s and spac es wo rl d w i d e. The wor l d ou t si de ou r doors i s c o m p l i c a ted eno ug h a s i t i s. The ho m e shou l d be a pl ac e f or c omf o r t a nd wel l -b ei ng . G rea t d esi g n c a n p ro v i d e and c re at e su c h f e e l i ngs. Our ta ke o n si m p l e exp ressi o ns a nd func ti o na l i t i e s shou l d make t he home and sp a c es a l i t tl e l ess c o m p l i c a ted a nd a l i t tl e more be au t i f u l .

MADE FOR YO U MADE FOR USE

We h ave al ways f oc u se d on c rea ti ng g rea t d esi g n, tha t b ri ng s so m ethi ng be au t i f u l and ae st he t i c pl e a si ng to the sp a c es they enter, b ut they sho ul d al ways h ave a f u nc t i on as wel l . Ou r de si gns are made f or use fo r m a ny yea rs to c o m e. Ma d e o f q ua l i t y mat e r i al s, t he i t e ms i n ou r c o l l ec ti o n a re c rea ted w i th the i ntenti o n o f ke e pi ng t he i r f u nc t i onal i t y and el eg a nt a p p ea ra nc e a s ti m e p a sses. The y are made f or re al l i vi n g . They sho ul d no t b e j ust fo r d ec o ra ti o n a nd ae st he t i c pu r pose s. The y must b e used . Op ened . C l o sed . Mo ved . Turned . Passe d on. A c ross ge ne rat i ons.

A COHERENT COLLECTION We pre se nt a c ohe re nt c ol l e c ti o n w i th d i f ferent p urp o ses a nd func ti o na l i tie s. Whe n se l e c t i ng de si gns, we sea rc h fo r p ro d uc ts w i th a c l ea r m ea ni ng , pu r pose and f u nc t i on. E ac h p a r t sho ul d em b ra c e o ur i d enti t y. Ea c h p ro d uc t shou l d be abl e t o st and on i ts o w n. Ea c h d esi g n sho ul d ser ve a p urp o se a nd f u nc t i onal i t y. E ve n t hou gh t he i nd i v i d ua l d esi g n ha s i ts o w n exp ressi o n, they al l sh are a mode r n i nt e r preta ti o n o f Sc a nd i na v i a n si m p l i c i t y. C rea ti ng a c ommon f ou ndat i on f or t he c o l l ec ti o n.

“ For us, t he S c andi n av ian design traditio n gives a sense o f c omf or t and ease. I t i s a natural par t o f us. It is the ancho r that c reat es some ki nd of c a l m ness, as it represents the surro undings w e h ave g row n up i n. It is the fo undatio n fo r creating co sy, safe and homel y at mosphere s. In additio n, w e find great pride in being par t of t h i s desi g n t raditio n w hen w e l o o k o ut to the rest o f the w or l d - and w e enj oy sharing it, as w e bel ieve that Scandinav ian desi g n shoul d no t so l el y be fo r Scandinav ians” M i a Ko ed , C rea ti ve d i rec to r

W i t h an ai m t o honou r and rec o g ni se exi sti ng d esi g ns, we trea sure exp l o ri ng t he possi bi l i t i e s of deve l opi ng a nd extend i ng so m e o f o ur b el o ved p ro d uc ts. A n approac h t h at su bst ant i ates o ur v i si o n to c rea te ti m el ess d esi g ns tha t st ay re l evant as t i me passe s a nd fa shi o n c ha ng es. When a p ro d uc t a l l o ws you t o di sc ove r and add new c o l o urs, func ti o ns a nd si zes, i t reta i ns a stro ng f or m l angu age , maki ng i t a lo ng -l a sti ng d esi g n.

DESIGNING S O P H I S T I C AT E D SIMPLICITY C a reful l y sel ec ted a nd tho ug htful l y c ura ted , o ur c o ll ec ti o n em p ha si ses so p hi sti c a ted si m p l i c i t y, l o ng ev i t y a nd ho nest d esi g n. The c o l l ec ti o n i s b a sed o n the c l ea n l i nes fo und i n m o d ern a rc hi tec ture, the c a l m c o l o urs o f Sc a nd i na v i a n na ture a nd si m p l e exp ressi o ns i ntend ed fo r No rd i c -i nsp i red ho m es. Our d esi g ns a re ha nd p i c ked to ensure tha t they sha re a nd streng then o ur v i si o n o f c rea ti ng ti m el ess d esi g ns w i th g rea t a t tenti o n to d eta i l a nd q ua l i t y. A so p hi sti c a ted a nd el eg a nt ta ke o n the m o d erni st Sc a nd i na v i a n c l a ssi c s. We a re ea g er to d i sc o ver a nd d evel o p new i d ea s w hether i t b e i n fo rm , func ti o n o r c ho i c e o f m a teri a l . W i th thi s i n m i nd , si nc e the ver y b eg i nni ng , we ha ve p ursued to c rea te new o ri g i na l s a nd ho m el y surro un d i ng s tha t sui t m o d ern Sc a nd i na v i a n l i v i ng , w hi l e sti l l ha v i ng a n i nterna ti o na l a p p ea l i n o ur exp ressi o ns, func ti o na l i ti es a nd sto ri es. Aro usi ng a feel i ng o f c o m fo r t, eq ua ni m i t y a nd eye -p l ea si ng p l ea sure.

A COLLECTIVE OF BURGEONING TA L E N TS A N D EXPERIENCED DESIGNERS We c o lla b o ra t e w i t h some of t he br i g h t est upco m ing tal ents and establ ished d e s ig n e r s fro m v a r i ous c ount r i es. A l l t he w ay fro m Japan to Canada. Each de sig n e r h a s h is o r her ow n c h arac t er i st i c s but t o gether they share a co ntem po ra r y t a ke o n t ra d it i onal S c andi navi an si mpl i c i t y. W ith o ur handpicked co l l ec tio n o f d e s ig n e r s , w e c ont i nue our sear c h and dr i ve fo r creating new o riginal s.

The wa y we col l aborat e w i t h de si gne rs at WOUD is a ve r y e s se nt i al c or ne rst one of ou r c om m o n a n d che r is he d brand i de nt i t y. I t i s a proc ess a nd a wa y o f wo r ki ng t h at i s e mi ne nt l y ne ar and d ea r t o o u r he a r t s. A nd i t h as al ways be e n. One o f t he ve r y f irs t f ou ndi ng not e s of WOU D wa s ‘w e wa n t t o h a ve c l ose c ooperat i on w i t h y ou ng upc o m in g a n d e st abl i shed desi g ner s f rom home and a b ro a d ”. Th is vi si on, of e st abl i sh i ng a c ol l ec ti ve o f n ewco m e rs and ex pe r i e nc e d de si gne rs fro m a wid e ra n g e o f c ou nt r i e s, spar ke d t he be gi nni ng o f WO U D.

Ro o m t o grow We wa nt to m a ke ro o m fo r the next g rea t d es igners. The d esi g ners o f to m o rro w. We b el i eve that i t streng thens the d esi g ners ’ g ro w th a nd d evel op m ent to b e b el i eved i n, i n the ea rl y p ha se o f their c a reers. At WOUD , we wa nt to hel p d esi g ners ge t sta r ted - to c rea te va l ue fo r b o th them a nd us.

We b e lieve t h at c ombi ni ng de si gns t h at are c o n c e ive d , d ra wn and de si gne d by c re at i ve m i nd s fro m d if fe re n t c ou nt r i e s ac ross t he wor l d, c rea te a d y n a m ic a n d c ompe l l i ng c ol l e c t i on. A s the d e s ig n e rs h a ve grow n u p w i t h var i ou s de si gn tra d i tio n s , a d d in g t he i r ow n u ni qu e ex pre ssi ons.

When we c o l l a b o ra te w i th esta b l i shed d esi g ners, we l ea rn a l o t fro m thei r exp eri enc es. When wor ki ng w i th yo ung ta l ents, we ha ve the exp eri ence b ut they ha ve the i d ea s a nd m o st rec ent kno w l e dg e. We g a i n a l o t o f kno w l ed g e thro ug h wo rk ing w i th b o th seg m ents. Fo r us, thi s m i x o f yo ung , inno va ti ve newc o m ers a nd m o re exp eri enc ed d es ig ners i s a d esi ra b l e c o m p o si ti o n, p ro v i d i ng a n ice d yna m i c i n the c o m p a ny a nd c o l l ec ti o n.

Se a rc h in g fo r new addi t i ons t o ou r de si gn sel e c t io n , it is n o t me re l y a mat t e r of t e c h ni c al d rawin g s a n d g re at de si gn. Posi t i ve di al ogu e , m utua l re s p e c t a n d g re at c he mi st r y are paramou nt to us. We b e lieve t he be st de si gn i t e ms e me rge w hen we u n d e rs t a n d and c an re l y on e ac h ot he r. These s in c e re re la t ions f or m t he most opt i mal c on d i ti o n fo r u s t o d is cove r, ex pl ore and deve l op new o ri g in a ls .

The yo ung d esi g n ta l ents b ri ng so m ethi ng new to the i nd ustr y. They ha ve g ro w n up i n a d i f ferent ti m e, therefo re they l o o k w i th fresh eyes a t the wo rl d . They ha ve a new ta ke o n w ha t the world need s ri g ht no w. New need s, i nno va ti ve m a terials a nd o p ti m i sa ti o n o f the wo rk p ro c esses. It i s par ti c ul a rl y i nsp i ri ng ho w they ha ve b een tra i ned to thi nk o f susta i na b i l i t y a nd resp o nsi b i l i t y a s a natura l p a r t o f d esi g ni ng . A d i rec ti o n we w i l l focus m uc h m o re o n i n the yea rs to c o m e.

Philip Bro

Finn Hvidberg Nielsen

Ella Shegai

Mika Tolvanen

Schmahl + Schnippering

Amalie Skov Rahbæk

Kasper Nyman

Agnes Morguet

MSDS Studio

Meike Harde

Studio Kowalewski

KUTARQ Studio

Ditte Vad and Julie Begtrup

AD Miller

Saif Faisal

Studio MLR

Yonoh

Hanne Willmann

In Da n is h , t he re i s a word t h at c annot be tra nsl a ted d i rec tl y in t o o t he r langu age s. The t e r m i s ‘l æ k ke rhed ’. It d esc ri b es a c e r t a in fe e l and ex pe r i e nc e . Const ant a t tenti o n to d eta i l a n d e n h a n ce me nt s. I t i s w he n you l ook f o r ever y sm a l l re f in e m e n t . It shou l d ooze of ‘l æ k ke r he d’. I t i s i n o ur wo rk a nd o u r wa y o f doi ng t h i ngs. We do ou r u t m o st fo r yo u to g et t h a t p a r t icu l ar f e e l i ng of ‘l æ k ke r he d’ w hen yo u enc o unter o u r b ra n d a nd produ c t s.

A PROFOUND LOV E F O R D E TA I L S AND AESTHETIC APPEAL

S TO R I E S BRING DESIGN TO L I F E

G rea t d esi g n i s m o re tha n m erel y a p hysi c a l a nd ta ng i b l e p ro d uc t. It i s essenti a l to us tha t there i s a sto r y c o nnec ted to the d esi g n. A no vel p i ec e o f d esi g n sho ul d b e a b l e to tel l a sto r y. Whether tha t b ei ng thro ug h the na m e, the so urc e o f i nsp i ra ti o n o r the c ho sen c o l o urs. We b el i eve tha t thro ug h rel a ta b l e sto ri es, the em o ti o na l a t ta c hm ent w i l l b e enha nc ed . We wa nt to share the sto ri es w i th yo u - a nd we wo ul d l o ve i t i f yo u wo ul d p a ss the sto r y o n.

S PAC E S T H AT MAKE YO U FEEL YO U

The c ol ou rs and mat e r i al s yo u c ho o se, refl ec t yo u a nd b ri ng a p erso na l t ou c h t o t he room. B y i mpl e m enti ng p o r tra i ts, a nti q ues a nd tra vel so uveni rs, you c an evoke me mor i e s, t e l l sto ri es a nd p erso na l i se the sp a c es. When l et ti ng brand- new f u r ni t u re i nt o your ho m e, yo u sta r t a new sto r y. D esi g ns a c t a nd appe ar di f f e re nt l y de pe ndi n g o n the ro o m s they b ec o m e a p a r t o f. Sm a l l o r spac i ou s. Br i gh t and i nvi t i ng o r d i m a nd enc l o si ng . Ma ki ng ever y p i ec e i ts ve r y ow n. A nd as t i me passe s, the d esi g n w i l l b ec o m e a na tura l p a r t o f yo ur home . A par t t h at wo ul d b e m i ssi ng i f i t wa s rem o ved . To me e t t he di ve rse t ast e s, preferenc es a nd c ul tures, we fo c us o n extend i ng ou r c u r re nt c ol l e c t i on by addi ng new func ti o ns, c o l o urs a nd m a teri a l s to o ur ex i st i ng, c ompe l l i ng de si gns. Ena b l i ng yo u to b e c rea ti ve a nd fo rm a sp a c e t h at make s you f e e l a t ho m e the m o m ent yo u step i nsi d e.

OUR DESIGN PRINCIPLES I n ou r se arc h f or new d esi g ns a nd c o nc ep ts, we ha nd p i c k o ur c o l l ect i on base d on t he fo l l o w i ng d esi g n p ri nc i p l es: A to uc h o f i nno va ti o n, a me t i c u l ou s l evel o f d eta i l , ho nest y a nd si m p l i c i t y a nc ho red i n o ur S c andi navi an desi g n heri ta g e. To e nsu re t h at we p resent a c o herent b ra nd uni verse, we ha ve fo rm ed t e n pr i nc i pl e s - o ur D esi g n P ro m i ses. These sho ul d b e c o nsi d ered a nd re f l e c t e d i n eve r y step o f the d esi g n sel ec ti o n p ro c ess. The p ri nc i p l es are deve l ope d up o n o ur b ra nd D NA , v i si o n a nd a i m to em b ra c e o ur ongoi ng t ransi t i o n to wa rd s b ec o m i ng a m o re susta i na b l e o rg a ni sa ti o n.

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The de si gn shou l d evoke a l o ve -a t-f i rst-si g ht-feel i ng

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The de si gn mu st of f e r a ‘to uc h o f i nno va ti o n’ i n fo rm , func ti o n, o r c hoi c e of mat e r i al

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The de si gn sh al l f i t i nto o ur exi sti ng c o l l ec ti o n o r em b ra c e the deve l opme nt of t he bra nd

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The de si gn mu st di f f erenti a te si g ni f i c a ntl y fro m the exi sti ng d e si gns pre se nt e d at t he c urrent m a rket

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The mat e r i al mu st be eva l ua ted - a ny p o ssi b l e wa y to use rec yc l ed mat e r i al s h as t o be c o nsi d ered

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The de si gn mu st be ab l e to sta nd o n i ts o w n a nd i n a c o ntem p o ra r y c ont ex t

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The de si gn mu st se r ve a c l ea r p urp o se a nd func ti o na l i t y

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The de si gn mu st not c a nni b a l i se a no ther WOUD p ro d uc t

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The c onst ru c t i on of t he d esi g n m ust b e c a reful l y tho ug ht thro ug h t o, f or i nst anc e , re duc e the b o x vo l um e a nd enha nc e the user ex pe r i e nc e

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The re shou l d be an op p o r tuni t y to a d d a susta i na b l e el em ent o r aspe c t t o t he de si gn

DESIGNED TO L A S T We c are . We c are f or yo u a nd fo r the c o m i ng g enera ti o ns. And we want t o t ake re sponsi b i l i t y fo r the p ro d uc ts we b ri ng i nto thi s wor l d. A re sponsi bi l i t y tha t we sti l l ho l d o nc e the p ro d uc ts a re set f re e f rom ou r h ands, u np a c ked a nd b ro ug ht i nto new ho m es a nd spac e s. D e e pl y root e d i n ou r p ro ud d esi g n heri ta g e, we b el i eve tha t produ c t s w i t h a l ong l ife c yc l e a re a susta i na b l e a nd resp o nsi bl e c hoi c e . The re f ore , we va l ue c rea ti ng l o ng -l a sti ng d esi g ns - i n eve r y se nse . Th i s i s mos t o f ten a c hi eved thro ug h the uti l i sa ti o n o f qu al i t y mat e r i al s, a t i mel ess exp ressi o n a nd the em o ti o ns tha t the de si gn c an evoke . We b el i eve tha t i f a p ro d uc t c a n a f fec t us i n an e mot i onal way and rem a i n i n g o o d c o nd i ti o n, we wa nt to keep i t f or ou r w hol e l i f e . And m a yb e even p a ss i t o n a s a heri ta g e. A c ross ge ne rat i ons. We a i m to c a l l thi s a estheti c susta i na b i l i t y. We do ou r be st t o me rg e d esi g n a nd a m o re resp o nsi b l e m i nd se t t h rou gh c onsi de rat e d esi g n a nd m a teri a l c ho i c es. The si m p l e and t i me l e ss ex pre ssi on a l o ng w i th the q ua l i t y m a teri a l s a re o ur t ake on l ongevi t y. Wi t h a n a estheti c susta i na b i l i t y a p p ro a c h, o ur produ c t s are not se aso na l i tem s m a d e to b e rep l a c ed o r thro w n ou t w he n t re nds c h ange. They w i l l sta y a p p ea l i ng , ha rm o ni c a nd re l evant . A t t he same ti m e, we stri ve to o f fer a c c essi b l e sp a re par t s and e nc ou rage yo u to ta ke c a re o f the q ua l i t y m a teri a l s re gu l ar l y t o prol ong t he l i fe c yc l e o f the d esi g ns. As ti m e g o es past , t he t ac t i l e appe ara nc e o f so m e o f the m a teri a l s a nd f i ni shes w i l l c h ange . A ppre c i at i ng the fa sc i na ti ng c a p a b i l i t y o f na ture, we w i l l say t h at t he y mi gh t b ec o m e even m o re b ea uti ful yea r by yea r. Oak w i l l dar ke n. L e at her w i l l p a ti na te. L et ti ng the m a teri a l s tel l t he i r ow n st or i e s - gi vi n g the d esi g ns thei r o w n l i fe a nd hi sto r y.

OUR A P P R OAC H TO RESPONSIBILITY H o n e s t y a n d si mpl i c i t y are t he c ore va l ues o f o ur c o m m o n i d enti t y. Va l ues tha t c o rrel a te to o ur re s p o n s ib le bu si ne ss prac t i c e s w h i c h we b a se o n i nteg ri t y, tra nsp a renc y a nd a c c o unta b i l i t y. Mea n in g we c her i sh ope nne ss w h i l e ac k now l ed g i ng a nd ta ki ng resp o nsi b i l i t y fo r o ur a c ti o ns - b o th the g o o d a n d the i mpe r f e c t one s. To a ct d e t e r mi ne d and ye t re al i st i c , we ha ve c a reful l y sel ec ted three resp o nsi b l e fo c uses w here fro m o u r gre e n progre ssi on be gi ns. O u r g ui d i ng p ri nc i p l es to wa rd s the g reen tra nsi ti o n a re pack a g in g, m a t er i al s and devel opment and design . In c l o se c o o p era ti o n w i th a c c l a i m ed susta i na b i l i t y c o n s u lt a n t s , we h ave i de nt i f i e d c onc re t e o b j ec ti ves a nd stra teg i c a l l y i m p l em ented p o i nts o f a c ti o n t o a t t a in ou r re sponsi bl e c ommi t me nt s. We a re commi t t e d t o maki ng more re sponsi b l e c ho i c es ho l i sti c a l l y w hi l e b ei ng m o d estl y a wa re o f t he c o m p lex i t y of t he proc e ss. W i t h t h i s i n m i nd , we wa nt to m a ke the tra nsi ti o n ta ng i b l e a nd b eg i n wit h p e rce pt i bl e c h ange s. Pa ck a g in g i s one of ou r gre at e st c l i mat e c ha l l eng es. Therefo re, thi s sp ec i f i c p a ra m eter, o f o ur supp ly ch a in , i s an are a we c an c re at e e f f e cti ve a nd rem a rka b l e c ha ng es w i thi n. Ma ki ng i t p a ra m o unt fo r o u r g re e n t ransi t i on. B y wor k i ng c l o sel y to g ether w i th a l l o ur sup p l i ers, we ha ve und erg o ne a sys t e m a t ic proc e ss of e nsu r i ng be t t e r, mo re c l ever a nd ef f i c i ent p a c ka g i ng - i nc l ud i ng p ha si ng o ut p o lys t y re n e , i nt rodu c i ng c i rc u l ar, re c yc l a b l e a nd rec yc l ed m a teri a l s a nd o p ti m i si ng the vo l um e a nd a m o u n t o f pac k agi ng u se d. O u r s e c o n d gu i di ng pr i nc i pl e re l at e s t o o ur wo rk w i th m o re resp o nsi b l e a nd i nno va ti ve m a teri a l s, t o le s s e n ou r i mpac t on t he e nvi ronme nt. We b el i eve tha t the m o st susta i na b l e p ro d uc ts a re tho se t h a t h a ve a l ong l i f e c yc l e . Bu t t o gai n co m p l ete i nsi g ht i nto the c a rb o n fo o tp ri nt o f the i nd i v i d ua l d e s ig n , we h ave t o st ar t at t he ve r y be g i nni ng o f the c yc l e - na m el y, the ra w m a teri a l s a nd thei r u t ilis a t io n . The re f ore , we h ave st ar t e d the p ro c ess o f b ec o m i ng FSC -c er ti f i ed a nd by the end o f 2 0 2 2 , we w i l l be gi n t he appl i c at i on proc ess fo r B -C o rp c er ti f i c a ti o n. A t WO U D we want t o t ake par t i n t he on g o i ng susta i na b l e d evel o p m ent a nd c o ntri b ute to b ri ng i ng fo c u s o n in novat i ve u t i l i sat i on of re sourc es a nd by tha t i nsp i re o ur surro und i ng s. W i th o ur d e s ig n e rs , c onsu me rs, su ppl i e rs and ot he r sta keho l d ers i n m i nd , we ha ve therefo re wo rked a nd w i l l c o n t in u e t o wor k de t e r mi ne dl y t o deve lo p the HID N D esi g n C o nc ep t. A c o nc ep t tha t i s b a sed o n t he p r in c ipl e s of pre c yc l i ng and t he ai m o f o p ti m i si ng m a teri a l a nd reso urc es a t the b eg i nni ng o f a p ro c e s s a nd not af t e r t he produ c t i on pha se.

THE HIDN DESIGN CONCEPT In t he e a r ly s u mme r of 2 0 2 2 , we prou dl y l a unc he d a n ew, c re at i ve and i nnovat i ve de si gn c o n c e p t ; The H ID N D e si gn L angu age . I nt e nde d to i ns p ire a n d m ot i vat e de si gn mi nds i n t he p ro c ess whe re a d e s ig n c ome s t o l i f e . To u s, i t i s a wa y o f b r in g in g f oc u s t o a re sponsi bl e approa c h to d e s ig n in g .

We wa nt to sha re the HID N wa y o f thi nki ng with stud ents a nd d esi g n enthusi a sts a c ro ss i nd ustries i n the d esi g n wo rl d . It m a kes b ea uti ful sense to us to c heri sh the c rea ti ve stud ents a nd up c o ming d esi g n ta l ents by wel c o m i ng thei r new tho ughts a nd i nventi ve v i ews o n future d esi g n. To sta y true to o ur fo und i ng v i si o n o f esta b l i shi ng a d esign c o l l ec ti ve o f newc o m ers to g i ve so m ethi ng b a ck .

H IDN is a way of de si gni ng w i t h an ai m to a d d p u r p o s e fu l, o bvi ou s f u nc t i onal i t y, ae st heti c s o r va lu e t o a d e si gn w i t hou t addi ng obvi ou s m a te r ia l. It is a ll abou t t he h i dde n t h i ngs you s ee a nd d o n ’t s e e a ro u nd you . I t i s a c onsi st e nt ex p l o ra ti o n a n d s e a rch f or possi bi l i t i e s h i dde n i n m a teri a l o r p ro c e s s in g t o reve al a h i dde n sh ape , func ti o n , id e a , e f f i c i e nc y, e mot i on or de si gn fea ture. The y a re t he h i dde n t re asu re s, you u nex pe c ted l y d is c o ve r w h ile de si gni ng.

HID N i s d evel o p ed i n c l o se c o l l a b o ra ti o n w i th the B el g i a n d esi g ner a nd a r ti st, R o el Va nd eb eek. He exp l a i ns: “ The co ncept o f HIDN star ted w ith a signific ant chal l enge and o ppo r tunit y, given by W O UD, to design a co l l ec tio n that w as based o n pro duc ti on w aste, reuse o f m aterial s and residual fl o w s. I li ked the idea but I go t a feel ing that w e sho ul d do so m ething dif ferent. So m ething new. Ho w could w e co ntribute w ith a dif ferent appro ach to w a s te reduc tio n? What if w e go t m o re o ut o f the m ate ri al ? And w hat if instead o f m aking w aste, w e took so m e m aterial that al ready existed and o ptim ise d the pro cess?

A p p ro a c h in g t he de si gn proc e ss w i t h t he HID N c o n c e p t , yo u l ook at produ c t s i n a new way. Thi nk o f it a s a n a t u ral st e p i n t he t abl e of c ontent fo r eve r y lin e d raw n and i de a t hou gh t . P u sh ing the b o u n d a r ie s of t he c ommon u se and re u se o f was t e , t he fu n d a me nt al pr i nc i pl e c ompr i se s uti l i si ng a n d o p t im is ing mat e r i al and re sou rc e s at the b e g in n in g o f a proc e ss and not af t e r t he produc ti o n phase.

My idea w as to inter vene earl ier in the sup ply chain by o ptim ising m aterial s, handcraf ts a nd m achines befo re the pro duc t is m ade. To l o o k at the co m po nents at the beginning o f a pro cess a nd no t af ter the pro duc tio n phase. So , hidn w as the resul t.

Th is e s s e n t ia l pr i nc i pl e i s c onsi de re d pre cyc l i ng . A g u id e lin e for t he H I D N de si gn l angu age. W i th a p re cyc lin g approac h , you ac t i ve l y t ake i ni ti at ive b e fo re t he produ c t i on ph ase , be f ore the m at e r ia ls a ct u a l l y be c ome wast e . You opt i mi se the m a t e r ia ls a n d proc e ssi ng at an e ar l y st age w hi l e t ho u g h t fu lly reve al i ng t he h i dde n possi bi l iti es. A c o r n e rs t o n e in wast e re du c t i on and a f u ndam enta l e le m e n t o f t he H I D N de si gn l angu age .

Sim pl y said, w e w anted to prevent w aste. This was the m o m ent, w e becam e fam il iar w ith the co nce pt o f precycl ing. A new appro ach that W O UD was o pen to scrutinising and expl o ring to gether wi th m e”.

C R E AT I N G MEANINGFUL DESIGN FOR D E S I G N LOV E R S A t WOU D , we c re at e f u r ni t u re , l i g hti ng a nd a c c esso ri es fo r the m o d ern l i fest yl e. Our c o l le c t i on appe al s t o t he one s w ho a p p rec i a te the sto ri es b ehi nd the p ro d uc ts a nd the so f ter va l u e s. The one s w ho h ave ge n ui ne l i fest yl e, fa shi o n a nd d esi g n i nterests a nd w ho va l ue m et i c u l ou sl y f or mi ng a home t ha t c rea tes a c er ta i n m o o d to refl ec t thei r p erso na l i t y. W i th t he var i ou s ph ase s of l i f e and p erso na l i ti es i n m i nd , o ur d esi g ns sho ul d b e a b l e to b o th e nt e r i nt o home s w i t h t radi t i onal d esi g n c l a ssi c s, a nti q ue o b j ec ts fo und a t fl ea m a rkets o r t re nd- base d f u r ni t u re f rom mas s c o nsum ers ’ d ec o ra ti o n sto res. Ma d e fo r b o th d o m esti c a n d prof e ssi onal spac e s.

PROFESSIONAL S PAC E S In o ur p ro d uc t d evel o p m ent, we ha ve fo c used o n a d d i ng a d o m esti c feel to o ur d esi g ns. In rec ent yea rs, we ha ve turned to c rea te a m o re no n-d o m esti c c o l l ec ti o n a i m i ng fo r the c o ntra c t m a rket w i tho ut l o si ng o ur ho m el y, c o m fo r ta b l e a nd c a l m c ha ra c ter. In o ur p ro d uc t ra ng e, we ha ve furni ture a nd l i g hti ng tha t c o ver d i f ferent p urp o ses a nd sui t va ri o us sp a c es i n the c o ntra c t m a rket. Fro m o ur end l ess c usto m i sa b l e so fa seri es to the m o d ul a r El eva te shel v i ng system . Fro m eye -c a tc hi ng l i g hti ng d esi g ns to c o m fo r ta b l e c ha i rs, tha t a l l c a rr y the EN 16136:2013 a nd EN 1022:2005 c er ti f i c a ti o ns a nd a re tested l o c a l l y here i n D enm a rk. We stri ve to b e sto c ki ng m o st o f o ur c o l l ec ti o n 365 d a ys a yea r. Thi s m ea ns we c a n ful f i l 90% o f a l l o rd ers i m m edia tel y. We p ro d uc e o ur so fa s 15 ti m es a yea r. Fo r yo u, this m ea ns a c o m p eti ti ve p ro d uc ti o n ti m e o f o nl y 8-10 weeks fro m the d ep o si t p a ym ent o f yo ur o rd er. We b el i eve that rel i a b l e sto c k, sho r t l ea d ti m es a nd a t tenti o n to d eta i l is key to d el i veri ng the b est ser v i c e p o ssi b l e. To extend o ur ser v i c e, we o f fer free a c c ess to a l l rel eva n t f i l es a t o ur m ed i a b a nk (wo ud .p ressc l o ud .c o m ) to m a ke them a s a c c essi b l e a s p o ssi b l e. Fo r ever y p ro d uc t, yo u c an d o w nl o a d p ro d uc t sheets, hi g h-reso l uti o n p ho to s a nd 3 D f i l es. We c o ver the fo l l o w i ng 3D f i l es: 3D M, 3D S, D WG, OB J a nd ST P. Ad d i ti o na l l y, yo u c a n d i sc o ver o ur extensi ve 3D Wa reho use to v i ew a nd d o w nl o a d o ur 3D m o d el s. To o ls tha t a re c rea ted to a ssi st yo u w i th yo ur future p ro j ec ts. You c a n b ro wse thro ug h a nd g et i nsp i red by o ur p rev i o us p roj ec t referenc es i n o ur R eferenc e C a ta l o g ue.

Hotel Sof ia, Ba rcel o n a , Sp a i n Pho to g ra p her: L eo n a rd o Ga rci a Men d ez

M OV I N G AHEAD I t was a pl e asu re t o i nt roduc e - o r rei ntro d uc e - yo u to w ho we a re. In shor t , we are a smal l f ami l y-run b usi ness w i th a g rea t set o f trea sured va l u e s. We do ou r u t most t o keep g et ti ng b et ter a t w ha t we d o a nd keep o ur val u e s st rong. Th i s i s al so o ur g o a l fo r the future. We a i m fo r new hei g hts w h i l e st ay i ng t ru e t o ou r drea m a nd d esi re w hen fo und i ng thi s b ra nd . To l ook ahe ad i nst e ad of l ooki ng b a c k a nd sha re the l o ve fo r ho nest d esi g n. Th i s i s w h at we do and w h a t we i ntend to keep d o i ng . We ho p e tha t we c an sh are t h i s l ove w i t h you. I n addi t i on t o t he f ac t t h at we m ust c o nsta ntl y d evel o p o ur c o l l ec ti o n w hi l e st ay i ng t ru e t o ou r f ou ndi n g va l ues, o ur hea r ts c o nti nue to b ea t fo r the you ng de si gne rs and f or c o ntri b uti ng to thei r d evel o p m ent a nd g ro w th. In t he c omi ng ye ars, we l ook fo r wa rd to v i si ti ng a nd i nfl uenc i ng the ed uc a ti onal e nvi ronme nt t o advi se a nd i nsp i re d esi g ners a t a n ea rl i er sta g e. The f u t u re , t he re f ore , i mpl i e s t ha t we w i l l fo c us o n no t o nl y p ut ti ng p ro d uc ts i nt o t he wor l d bu t al so gi vi n g so m ethi ng b a c k to the d esi g n wo rl d i n a new and di f f e re nt way. We are re ady. We hope you a re to o .

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