‘New Nordic Oddity”?…and other design definitions

What I find very intriguing in the current design-discussion, is the questions of how we signify the things, and how we see the world-object -relations from different points of view. What now seems timely, is to define and differentiate ourselves as consumers with more softer values. We are ‘humans’ after all, meaning that we are responsible of the planet, therefore, what kinds of significations we give to the things and objects in the era of mass-production is crucial. How we consume, how we define what we consume, how we differentiate things, adds value to the objects. The meaning-systems behind the branding of products are referential, but they are also truthful from the point of view that they engage our participation in the entire definition-game. As it is also true that what kinds of nouns and adjectives we give to the objects, puts them on the market more.

Where comes a need to define the objects, which we use, which surround us, and so on? A question is relevant in relation to design, since we incorporate the objects in our daily lives. That is the pre-value of the design. ‘National’, or should we say ‘regional’ or ‘geographical’ instead of a national as we share a global world, is attached to the design-products, and calls for several attributes. This is strongly the case in the branding of Finnish design. Let’s look back to 2008.

The summer of 2008 generated an exhibition of Finnish design in the Helsinki Design Museum. The exhibition was called Fennofolk-New Nordic Oddity. One of the exhibit curators, professor Timo Salli from the University of Art and Design in Finland, told the newspaper Helsingin Sanomat that the Fennofolk-New Nordic Oddity -exhibition aimed at honoring the local Finnish culture. It tried to find “weapons” from the Finnish culture. Additionally, Salli mentioned that the show was not trying to bring in the latest trends from Paris to be shown “too late” in Finland, but when viewed from the “Slavic-urban” perspective, the contents were precisely that of the “national romanticism” (Pöppönen/HS 11.6.2008).

In the interview, it became evident that the fennofolk idea had been invented couple of years prior to the show together with Salli and co-artists Jari Leinonen and Paola Suhonen (founder of Ivana Helsinki brand). Fennofolk-New Nordic Oddity displayed works from 80 different artists, who deployed a great variety of media in their works, not just birch and birch bark, which are the traditional folk art materials that Salli himself used in his exhibition designs.

What inspired me immensely about the show itself, and what also captured my curiosity when I read Salli’s interview,  was the idea of design branding; the core idea of how we choose to define the objects and things, give them certain value. And look at them in respect to our own pasts, weather it is local histories or our own experiences in Finnish forests, for example. The beauty of the Fennofolk-New Nordic Oddity is hidden in the paradox. Finland is, first, a culture of the ‘fenno’, what ever that means. At least it comes with the traditional methods of designing the birch. Second, Finland seems to represent in the design imaginings some kind of New Nordic or Northern Oddity, which could mean something Nordic (as it is part of the Nordic countries) and then something New (as exiting?). What remains is the definition of Oddity. A question remains, what would that be? How do we define Oddity in relation to Finland and its designs?

Helsinki World Design Capital might come up with some answers…

See also Paloni Designers on this blog

1 thought on “‘New Nordic Oddity”?…and other design definitions”

  1. […] Although I haven’t been in New York many times, it’s one of my favorite cities in the world. I think each one of our designers have big and very different expectation. Personally, I expect networking, finding new inspiration and ideas, -these two things combined can lead the way to something new and unexpected. Is Paloni hoping to bring the products here, or will operate via the e-shop? The Paloni pop-up will be open inside Ivana Helsinki NYC Concept Store from February 11th until February 28th. This is a good chance to see, feel and try on the products in person. However, we also have an online store through which we have worldwide shipping at all times. The collection we’re presenting in New York are these designers’ new spring-summer collections. New Yorkers will have the privilege of getting to buy these items first – they will only become available in our Helsinki-store and our online store in March. Our online store has all this information in English, and can be found from http://www.paloni.fi/store   Welcome to New York! Thank you! And welcome to our opening party on Wednesday Feb. 13th at Ivana Helsinki NYC Concept Store! We will have DJ Fiona Timantti playing Finnish music, and you’ll have the chance to meet our designers in person.                                                                    {All photos Paloni: Minna Särelä, captures: Sami Perttilä}  Read also story about Scandinavian Design in this blog […]

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