In a world overflowing with trends and fast-made goods, more people are turning to design that lasts. Clean lines, purposeful forms, and a deep respect for craft—this is the soul of Scandinavian style. But what makes it resonate so deeply, and why are more consumers choosing quality over quantity? To find out, we sat down with Emma Carter, a consultant for one of the world’s most iconic Nordic design houses. Emma shares what’s behind the enduring appeal, how design becomes personal, and why good objects matter.
Interviewer: Emma, thank you for joining us. Let’s start with the basics. What draws people to Scandinavian design?
Emma Carter: Glad to be here. Scandinavian design is timeless because it’s honest. It values simplicity, quality, and functionality. There’s no excess. Everything has a purpose, and the beauty comes from that clarity.
Interviewer: That sounds refreshing in today’s fast-moving world.
Emma: Exactly. People are tired of throwaway culture. They want fewer things, but better things. Scandinavian design iittala gives you that—objects that age well and carry meaning.
Interviewer: What do you think makes the brand you represent stand out?
Emma: One word: integrity. The brand isn’t chasing trends. It respects its roots but also evolves with time. The glassware, ceramics, and home pieces are made to last—both in durability and style. There’s real craftsmanship behind every object.
Interviewer: Speaking of craftsmanship, can you share how that plays into your daily work?
Emma: It’s everything. My job is to help people find pieces that resonate with them—not just match their decor. I often explain the story behind a design: who created it, when, and why. Once people understand the heritage behind a piece, they see it differently. It becomes personal.
Interviewer: Can you give an example of a piece with a strong backstory?
Emma: Sure. Take the Alvar Aalto vase. It was designed in 1936, and it still looks modern today. The fluid shape was radical for its time. It represents freedom and movement, and every one is mouth-blown by skilled glassblowers. When someone buys that vase, they’re not just getting an object—they’re joining a legacy.
Interviewer: That’s powerful. So how do customers usually respond?
Emma: There’s often a moment of surprise. People expect beautiful products, but they don’t expect to feel an emotional connection. When they do, it changes how they buy. They start thinking in terms of longevity, not just looks.
Interviewer: Do you think people are moving away from fast design?
Emma: Yes, especially younger generations. They care about sustainability, about owning fewer, better things. They want transparency: Who made this? How was it made? That shift in values is huge for us.
Interviewer: Has that influenced how you guide people?
Emma: Definitely. I try to steer conversations toward intention. What do they need? What will they use every day? What feels good in their hands? It’s not about selling—it’s about curating. If someone walks away with one small item that speaks to them, that’s success.
Interviewer: Final question—how would you describe the essence of the brand in one sentence?
Emma: Design that respects the past, serves the present, and belongs in the future.
Interviewer: Beautifully put. Thanks for your time, Emma.