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.
BoConcept 推出 SS24 系列，邀請您在海邊體驗丹麥避暑小屋。疫情後，全球人們比過往花更多時間在戶外。我們的 SS24 360 廣告禮讚了接近大自然的基本需求，並致敬了北歐的 「friluftsliv」生活準則， 這是在不干擾大自然的情況下享受簡單的戶外生活。
透過將新季布料與系列延伸產品置於原始且具鮮明丹麥特色的自然景觀中，我們的創意素材生動地詮釋了本次活動背後的自然本源概念。特寫鏡頭將產品的細緻細節推向視覺前線，而廣角鏡頭則讓本次活動深植於壯闊的戶外自然之中。
此外，我們展示了一些我們做過的決策，以便我們可以提供更耐用的材料和產品。設計經得起時間和使用考驗的傢俱是我們的首要任務，而且它們將經得起一生的考驗， 而且最好是有好幾個。