Northmodern 2015: Danish interiors brand AYTM has launched its first line of products, which includes vases, cushions and stackable trays, designed as "a more expressive approach to Nordic design" (+ slideshow).
Founded by Kathrine Gran Hartvigsen and Pe Gran Hartvigsen, AYTM's extensive debut collection of products features purely decorative items alongside more practical pieces.
"The intention of the first collection is to inspire people to dare more through a more expressive approach to Nordic design," said the duo in a statement. "The collection has been created with a focus on contrasts of materials and surfaces. The idiom is simple, and the colours are balanced and soft."
Highlights from the brand's range include geometric glass sculptural pieces, alongside textured cushions covered in materials including leather, suede and 3D-knitted polyester – made using a loom that weaves in three axes rather than two.
Hand-tufted wool rugs also feature, as well as a range of modular painted iron, wood and brass trays. "We have made a collection that has the simplicity of Nordic design but made in a more decadent and luxurious way," Kathrine Gran Hartvigsen told Dezeen.
AYTM will build on more than 11 years of experience that the pair gained while running interiors company Gran Living, which supplies furniture chains across northern Europe.
"We have been designing and producing home interiors for furniture chains as their private label for more than 11 years and we therefore think we have the knowledge in both design and production to be able to launch our own brand," added Gran Hartvigsen.
Although AYTM has focused largely on products for the kitchen and living room, the duo intends to expand its remit with future collections, promising to add new designs to the brand's portfolio twice a year. The pair also aim to have their products stocked in stores around the globe.
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"We think that we can add something new to Danish design," Gran Hartvigsen said. "Therefore, we have invested heavily from the start – which is reflected in the size of our first collection."
The first edition of Northmodern took place in January 2015, when launches included Normann Copenhagen's seating range by Simon Legald and a homeware collection by Menu.