You can’t visit an airport bookshop without being confronted with books on hygge or some other Nordic philosophy we’re yet to embrace.
Scandinavian style has never been more popular than in recent years, however we’ve seen innovations lately, leaning towards a “softer” Scandi.
Scandinavian often goes hand in hand with natural materials and a minimalist ambience. It’s influenced by the practicality of Bauhaus making it a democratic design style that was easily achievable among all classes.
However, like all good stories, Scandinavian style as a concept was really an invention. It was an American, Elizabeth Gordon, editor at House Beautiful magazine, who popularised it in America, which led to it becoming the ultimate design style we know today – a stroke of marketing genius.