Design for Scandinavian living
Scandinavian living embraces a holistic design philosophy that is deeply integrated with and centered on the human experience.
Jeremiah Tesolin
March, 2025
Photo: Iittala (Matti Klenell)
Beyond aesthetics: Scandinavian living in focus.
Scandinavian living is often associated with simplicity, natural materials, and calm harmony between people and their surroundings. To be truly meaningful to what life is about, organisations need to go beyond aesthetics and embed design into being centred on life.
As Creative Director for Fiskars Scandinavian Living, I led a team and created a way of working that balanced heritage with a future forward approach to experimentation and creating outcomes. Working with a multidisciplinary team, we integrated design into the organisation’s culture by linking real life aspects of Scandinavian living which were relevant within Scandinavian countries as well as internationally. Our approach was rooted in Scandinavian living as a holistic idea, where objects and spaces support meaningful rituals and can create a wide variety of positive lifestyles.
Bridging heritage and innovation.
One of our main challenges involved preserving design tradition while ensuring relevance in fast-changing global markets. We began by learning how people eat, gather, and relax at home. Specifically looking at challenge or problem areas that might create friction within the living environment. We then turned those observations into concept briefs that appealed to a wide range of cultures. This helped us evolve collections in ways that felt authentic and in tune with how people live.
Photo: Iittala (Table Reset: Iittala & Arabia Design Centre)
Reshaping around life.
During this phase, the team transformed key brands such as Iittala to be centred on life. Our guiding question was, “Which experiences and emotional needs are influencing people right now?” In practical terms, we focused on designs that fit seamlessly into daily life, from plant pots that encourage nature indoors, to new tableware lines aimed at bringing people together in new living scenarios. Instead of launching items based on personal preferences, we relied on insights from observations to create inspiration for change.
A sustainable design framework.
We also developed a sustainable design framework that referenced each brand’s heritage while opening new pathways for innovation. This meant reviewing materials and production methods with an aim toward lasting quality and environmental responsibility. By prioritising how people use products, we combined classic Scandinavian design identity with a modern outlook and global reach.
Photo: Iittala (Santtu Mustonen)
Experimentation and strategic collaborations.
Our work included exploring new technologies, illustrated by our involvement in the Industry Hack initiative, which looked at emerging technological solutions for Scandinavian living. We also formed strategic partnerships with Aalto University, running a series of educational programmes that supported design experimentation. These collaborations created fresh ideas, became the basis for prototyping, and taught us how to translate human needs into relevant products and services.
Creating platforms for the future.
The Iittala & Arabia Design Centre became our home base for design culture, testing, and storytelling. By bringing together designers, engineers, and product managers, it encouraged exploration of new concepts and addressed the changing habits of people. The centre combined Scandinavian craft traditions with a view for global collaboration and provided a clear vision of how design can evolve without losing its roots.
Design for Scandinavian living goes far beyond surface appeal. When organisations focus on genuine human needs, they create items, services, and spaces that endure over time. In our experience, this required a constant back-and-forth between listening to people, understanding the regions that affect their lives, drawing on design heritage, and rethinking in a modern context. By embracing collaboration with universities and technology partners, and by paying close attention to changing lifestyles, we showed how Scandinavian living can be expanded for a new chapter without losing the essence that makes it unique.