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.
Con la colección SS24, BoConcept te invita a vivir una experiencia en una casa de verano danesa cerca del mar. Después de la pandemia, las personas de todo el mundo pasan más tiempo al aire libre. Nuestra campaña 360 para SS24 celebra la necesidad elemental de estar cerca de la naturaleza y hace un homenaje respetuoso al principio nórdico de “friluftsliv”; disfrutar de una vida sencilla al aire libre sin molestar a la naturaleza.
Nuestros activos dan vida al concepto elemental de la campaña y hacen hincapié en nuestras nuevas telas de temporada y extensiones de línea en un entorno salvaje e indiscutiblemente danés. Una toma ampliada pone en primer plano los detalles refinados de las piezas y las fotografías de gran ángulo muestran firmemente nuestra campaña al aire libre.
Además, demostramos algunas de las decisiones que hemos tomado para poder ofrecer materiales y productos más duraderos. Nuestra máxima prioridad es diseñar muebles que resistan el paso del tiempo y el uso, y que duren toda la vida; preferiblemente varios.