For the new AW 11 collection the unruly design collective behind TRIWA are returning to their Swedish roots in order to confront and challenge the minimalistic origins of Scandinavian design.
Having all grown up learning that less is more TRIWA wanted to challenge this notion by creating a collection inspired by 1960s. The idea grew to create something inspired by the time when Sweden was commonly associated with sinful living, bold design and statements rather than sleek chairs named Sven.
-Sweden in the 60s was such a vibrant place, rules were challenged in a way that we don’t see today and we really wanted to capture that feeling, says head designer Susanne Bargi. The result is a collection inspired by everything from colourful clogs to automobile classics such as the Volvo P1800.
The collection features vivid colours mixed with earthly tones. This dichotomy is also visible in the use of materials, with steel combined with hand cut acetate plastic and organic leather from local tannery Tärnsjö.
-The people at Tärnsjö use the same techniques that have been used for centuries. It’s both organic and gives the material a sense of personality, which we feel have been lost for the sake of streamlined production, says Bargi.
When planning the launch of the new collection TRIWA also wanted to leave the traditional way of marketing and instead use art as the core of the visual communication. They asked Swedish photo artist Fredrik Ödman to create a series artwork inspired by the new collection and guided by the statement “ADDING COLOUR”. The result will be exhibited in selected stores this fall.
-Our philosophy “ADDING COLOUR” is about creative expression and artistic attitude. We wanted to show this by working with artists for our visual communication, rather than a fancy advertising agency, says Ludvig Scheja, Creative Director.