The Nordic Principle Of Friluftsliv
Back to Basics
Costal living
The Danes love being and living close to the water. The culture of owning a second home near the sea boomed during the 1960s’ post-war economic expansion when it became a realistic possibility for the vast middle class to own a holiday home. Modest, classic, black-painted wooden cabins with a flat roof nestled in the dunes and the pine trees along the coast. Simple dwellings, yet considered a great luxury. And the tradition lives on; nowadays, architects are drawing up summerhouses suitable for contemporary living standards. Life by the sea, no matter the size of house, remains highly valued in Denmark.
Fun fact:
Denmark has more than 8,500 kilometres of coastline; it’s longer than the coast of Italy. For such a small country, it seems almost unreal yet it’s true. Thanks to the strong presence of the coast and the sea, the Danes consider both as something very precious and worth protecting. Fortunately, since the 1990s, the Danish Nature Protection Act prohibits any new constructions closer than 300 metres to the coast, making the coastline into one long stretch of (almost) unspoilt nature.
Reaching out
Where does the fascination of living by the sea derive from, and more generally, what drives people towards the outdoors to spend more time in nature? Well, in Denmark the coastline is one of the rare places where wild and untamed nature can be enjoyed fully. It reminds us of our biological origins, it boldly impresses us with the various seasons, and calls to mind the richness of flora and fauna. In short, we’re taken back to basics, which is a soothing, peaceful and enriching exercise that people are increasingly longing for. Due to our busy lives stimulated by a fast-paced culture and an intrusive information flow, we’re reaching out for quiet, down-to-earth breaks.
Med SS24-kollektionen inviterer BoConcept dig på en sommerhusoplevelse tæt på havet. Efter pandemien tilbringer mennesker over hele verden mere tid end nogensinde før i det fri. Vores 360-kampagne for SS24 hylder det elementære behov for at være tæt på naturen med referencer til det nordiske friluftsliv: at sætte pris på det enkle udendørsliv uden at forstyrre naturen.
Vores aktiver bringer det grundlæggende koncept bag kampagnen til live ved at fremhæve vores nye stoffer denne sæson og udvidelsen af vores produktlinjer i den markante danske vilde natur. Ved at zoome ind på afgrøder fremhæves møblernes raffinerede detaljer, mens vidvinkelbilleder forankrer vores kampagne udenfor i naturen.
Derudover dokumenterer vi nogle af de beslutninger, vi har truffet, så vi kan tilbyde mere holdbare materialer og produkter. Det er vores højeste prioritet at designe møbler, der kan modstå tidens tand og brug, og som holder en hel generation – og gerne flere.