&Tradition: Reviving Danish Design

Step into the realm of &Tradition, where the rich tapestry of Danish design heritage intertwines with the vibrant threads of contemporary artistic expression. Embark on a journey with us as we unveil the captivating narrative and beloved masterpieces of &Tradition - and don't forget to grace the nanoHome showroom if you seek a cherished piece to adorn your living sanctuary!
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&Tradition: A Symphony of Danish Design Innovation and Timeless Classics
In the heart of Copenhagen, where history whispers tales of grandeur and innovation, lies an oasis of design excellence - the &Tradition showroom. Nestled amidst the enchanting embrace of Rosenborg Castle, this haven of creativity beckons design enthusiasts and aficionados alike, inviting them to immerse themselves in the symphony of Danish design and the art of hygge, the Danish concept of cultivating coziness and well-being.
As you step into the showroom, you are greeted by a captivating interplay of light and shadow, a harmonious blend of Scandinavian minimalism and contemporary artistic expression. Each floor unveils a new chapter in the narrative of Danish design mastery, showcasing iconic pieces from the past that have stood the test of time alongside contemporary creations that push the boundaries of modern design.
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Within the enchanting embrace of the attic, a captivating dialogue between design eras unfolds, where the whispers of the past intertwine with the vibrant melodies of the present. &Tradition, despite its surprisingly young age and vast collection, has masterfully orchestrated a harmonious blend of contemporary creations and timeless masterpieces. In 2010, Martin Kornbek Hansen, a young visionary with a passion for design, embarked on a daring endeavor - to establish &Tradition. At the tender age of 25, he set out to breathe new life into the iconic pieces of Danish design heritage while simultaneously forging the classics of tomorrow.
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Anderssen & Voll's Pavilion AV1 chair combines a slender steel tube structure with the elegance of a curved wood surface.
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The Flowerpot table lamp is popular with its eye-catching design.
While its vast collection spans the decades, &Tradition boasts a surprisingly young history, having been founded in 2010 by Martin Kornbek Hansen, then a mere 25 years old. From the outset, the brand's vision was clear: to curate a collection centered on two distinct yet complementary pillars - reissuing Danish design classics and introducing captivating contemporary creations.
The Intertwining of Contemporary and Modern
&Tradition's collection is a harmonious blend of renowned names like Verner Panton, Jørn Utzon, and Arne Jacobsen, alongside talented designers less familiar to the global stage. A prime example is the graceful Little Petra armchair by Viggo Boesen, a design from the 1930s now lovingly reissued.
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Danish design duo Hvidt & Mølgaard designed the Tripod light in 1953, but it wasn’t until 2020 that it went into production.
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Resurrecting a product from a bygone era is an endeavor that demands meticulous care and unwavering perseverance. It is a journey that begins with unearthing the forgotten, tracing the footsteps of the original designers, the blueprints that held their vision, and the rightful owners of the legacy. With these threads carefully gathered, the next step lies in a delicate dance between preserving the essence of the past and infusing it with the sensibilities of the present. Some pieces emerge unscathed, their original form a testament to the enduring power of timeless design. Others undergo a gentle metamorphosis, their proportions subtly adjusted to harmonize with the contours of modern human form. The realm of manufacturing presents its own set of challenges, demanding innovation and ingenuity to bridge the gap between the techniques of yesteryear and the capabilities of today.
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The Bellevue Lamp, introduced in early 1929, was the first lamp designed by Arne Jacobsen.
The other half of &Tradition's collection is a symphony of fresh contemporary designs, each piece an ode to the minimalist spirit of Scandinavian design. Furniture aficionados will revel in the plush embrace of Space Copenhagen's Fly sofa, while Sami Kallio's In Between wooden chair exudes an understated elegance. Bold statements abound, with Luca Nichetto's Italian-born Lato coffee table and Jaime Hayón's whimsical Formakami paper lamp taking center stage, these luminaries of modern furniture design.
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Lato LN9 table with unique and eye-catching design placed in the middle of the room.
Els Van Hoorebeeck, the visionary orchestrator of &Tradition's design narrative, eloquently articulates the brand's ethos: “We work with skillful designers who have their own distinctive vision of design. Our own design team then helps to shape these ideas into products that fit our collection.”
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Els Van Hoorebeeck works as Creative & Brand Director at &Tradition.
According to her, modern design blends delicately with the classics. “We aim for timelessness in all our products. Since our classic collection is mainly upholstered wooden furniture, we use more contemporary materials in new products. When placed together in the same space, the different materials, proportions, colors, and finishes of the furniture and lighting balance each other.”
Uniquely Danish
&Tradition's designs are not only loved in homes but also in public spaces like restaurants, hotels, and offices. The boundaries between public spaces and home interiors are blurring today. Offices are decorated to feel like home, hotel lobbies are equipped with work desks, and homes are often used for remote work. Els Van Hoorebeeck explains: “Today, the distinction between public spaces and home interiors is blurring. Offices are decorated to feel like home, hotel lobbies are equipped with workstations, and homes are commonly used for remote work. We aim to create hybrid products that suit many different purposes, but we can also tailor them to specific needs. For example, we have designed a charging station for our very popular portable lamps, which can accommodate 36 lamps at a time, allowing them to be used on restaurant tables as well,”
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Naervaer tables combine with elegant Pavilion chairs in the restaurant area
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In just over a decade, &Tradition has won over both home decorators and professional interior designers, becoming an international player. The collection has also been expanded to include new product categories. In addition to furniture, lighting and home textiles, the company's product line now also includes Mnemonic fragrances and its own line of cosmetics.
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&Tradition’s signature Lille Petra Café.
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“We have strong Danish roots, but we have considered ourselves a global brand from the start. Going forward, we will build an even more diverse and international collection,” Els Van Hoorebeeck smiled promisingly.

nanoHome is the exclusive distributor in Vietnam of the world's leading furniture and lighting brands.
  • Showroom 1: nanoHome Gallery at 675 - 677 Dien Bien Phu, Ward 25, Binh Thanh District, HCMC (Near Ung Van Khiem Street - Saigon Bridge).
  • Showroom 2: House at 215G6 Nguyen Van Huong, Thao Dien, District 2, HCMC.
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Our Showrooms
nanoHome Gallery Saigon
675 - 677 Dien Bien Phu, Ward 25, Binh Thanh District, Ho Chi Minh City
House of Fritz Hansen
215G6 Nguyen Van Huong, Thao Dien Ward, District 2, Ho Chi Minh City
(+84) 33 948 7632