Matthias Selden

Sorry, Hygge Hive — Mattias Sellden Just Took Nordic Design Out Of Its Comfort Zone

For Swede Mattias Sellden, the first step towards making a name for himself was, for better or worse, admitting that he wanted to. “For me, even showing what I do was a hurdle. I still don’t have a website and I started my Instagram only in August of last year — three months after my graduate exhibition.” Sellden chalks this reticence up to the Nordic code of conduct known as Janteloven, which he describes as “the very Swedish notion not be a show-off.”
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ZETTELER_Adorno_Now Nordic_Copenhagen_Jonas Edvard_DSC00241

LDF Preview: The Online Design Gallery Redefining “Nordic”

For Now Nordic, Adorno invited curators from Copenhagen, Stockholm, Helsinki, Reykjavik and Oslo to assemble a collection from 5-7 designers working at the intersection of art, design, and craft. The point of the exhibition was to explore whether the label "Nordic" — or what the organizers call "design-world shorthand" for clean lines, natural materials, simplicity and functionality — can meaningfully describe an aesthetic or if lumping designs from different countries together actually does each of them a disservice.
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