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.
Avec la collection Printemps/Été24, BoConcept vous invite à découvrir l’expérience d’une maison de vacances danoise au bord de la mer. Après la pandémie, les gens du monde entier passent plus de temps que jamais à l’extérieur. Notre campagne publicitaire 360° pour la collection Printemps/Été24 célèbre le besoin fondamental d’être proche de la nature et rend hommage au principe nordique de « friluftsliv » ; pour profiter d’une vie simple en plein air sans perturber la nature.
Nos ressources donnent vie au concept élémentaire de la campagne publicitaire en mettant en avant nos nouveaux tissus et extensions de ligne dans un cadre sauvage et danois. Les coupes agrandies mettent en valeur les détails raffinés des pièces, tandis que les prises de vue grand angle sont fermement ancrées dans notre campagne publicitaire.
En outre, nous démontrons certaines des décisions que nous avons prises afin de pouvoir proposer des matériaux et des produits plus durables. Notre priorité absolue est de concevoir des meubles qui résisteront à l’épreuve du temps et de l’usage, et qui dureront toute une vie ; de préférence plusieurs.