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.
Mit der FS24-Kollektion lädt BoConcept Sie zu einem dänischen Sommerhaus-Erlebnis am Meer ein. Nach der Pandemie verbringen Menschen auf der ganzen Welt mehr Zeit denn je im Freien. Unsere 360-Grad-Kampagne für FS24 feiert die elementare Notwendigkeit, der Natur nahe zu sein, und ist eine respektvolle Hommage an das skandinavische Prinzip „friluftsliv“: ein einfaches Leben im Freien zu geniessen, ohne die Natur zu stören.
Unsere Bildmaterialien erwecken das grundlegende Konzept der Kampagne zum Leben, indem sie unsere Stoffe der neuen Saison und die Sortimentserweiterungen in einer wilden, unverkennbar dänischen Kulisse in Szene setzen. Nahaufnahmen heben die feinen Details der Designs hervor, während Weitwinkelaufnahmen unsere Kampagne fest im Freien verankern.
Darüber hinaus stellen wir einige der Entscheidungen vor, die wir getroffen haben, um langlebigere Materialien und Produkte anbieten zu können. Es ist unsere oberste Priorität, Designmöbel zu entwerfen, die Zeit und Gebrauch überdauern und ein oder am besten mehrere Leben lang halten.