Denmark's Normann Copenhagen is set to become the latest furniture brand to launch a range of stationery and accessories, echoing strategies used by the fashion industry with its Daily Fiction collection (+ slideshow).
Normann Copenhagen's Daily Fiction collection will go on sale this summer and encompasses more than 200 small objects including notebooks, gift wrapping, stickers, pencil sharpeners, scissors, and a range of pens.
The products offer a more affordable alternative to buying furniture for consumers who are interested in design as style statement.
The name of the brand is intended to encourage buyers to create their own daily "story" about themselves through their choice of products, like choosing an outfit to wear.
"Personal style is more in focus than ever before," said the brand. "We tell our individual stories through fashion, music, food, art and interior design."
"Whether your story is The Refined Story, The Feminine Story, The Creative Story, The Well Crafted & Classic Story or something completely different, Daily Fiction consists of a number of pieces that can be put together in countless ways," it added.
The concept for the Daily Fiction collection was developed in collaboration with Copenhagen-based design agency Femmes Régionales – a company with strong roots in the fashion industry.
Fashion brands have long offered accessory lines as an entry point to their collections, and for some these have become lucrative enough to support their more experimental and expensive clothing lines.
"For a long time we have wanted to add a new category of small design products to our existing collection of designs," said Normann Copenhagen's brand manager Britt Bonnesen.
"We get a lot of inspiration from fashion at Normann Copenhagen, so it was natural for us to look for a collaborator in the world of fashion."
British designer Tom Dixon also launched a range of metal home and office accessories last year, including copper stationery and containers with magnifying-glass lids.
The Daily Fiction products will be presented on industrial-style metal shelves painted in a light blue colour, with pop-up shops inside a number of design and lifestyle stores around the world.
Hay created a similar presentation for its pop-up mini market in Milan – allowing visitors to browse and purchase from the two aisles of wall-to-wall accessories – and has since rolled out the concept in department stores like Selfridges.
Normann Copenhagen's Daily Fiction accessories feature 18 colours in metallic, matte and shiny finishes, as well as four terrazzo and four striped prints.
The materials – chosen for their tactile properties – include a mixture of canvas, velvet, metal, glitter, metallic, plastic and paper.
"Daily Fiction is inspired by the way collections are created in the world of fashion, through components such as colour combinations and great use of materials and prints," said the brand.
In order to establish a "cleanly styled and glamorous" look, packaging has been designed in white, silver and transparent plastic, with an embossed logo in a gold colour.
Normann Copenhagen hopes to expand the accessories collection with new designer collaborations in future.
Normann Copenhagen was launched by Jan Andersen and Poul Madsen 1999. The company has become increasingly responsive to new trends in the design industry.
It became the latest design brand to release flat-pack furniture with its range of self-assembly lounge chairs launched at Milan design week this year, and launched a two-seater version of its Era sofa in 2015 following a market demand for smaller seats.