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.
SS24コレクションでボーコンセプトは、デンマークの海辺のサマーハウス体験へ誘います。パンデミック後、世界中の人々はこれまで以上に屋外で過ごしています。SS24のキャンペーンは、自然とのつながりを大切にする「フリルフツリーウ」という北欧の精神を尊重し、 自然と調和するシンプルなアウトドアライフを愛でるものです。
本キャンペーンのコンセプトを体現するビジュアルでは、荒々しくもデンマークらしい風景の中で、新シーズンのファブリックやラインの拡張を際立たせています。クローズアップでは製品の洗練されたディテールを際立たせる一方、広角ショットでは、本キャンペーンが自然の中に根ざしていることを印象づけています。
さらに、より耐久性の高い素材と製品を提供するために私たちが重ねてきた選択と判断の一端を示しています。私たちは、長く愛用できる家具をデザインすることを最優先としています。時を重ねても価値が損なわれず、長く使い続けられることを大切にしています。できれば、いくつか。