Creative Director and owner Annica Eklund on how technology will change the industry.
By JOHAN MAGNUSSON
January 15, 2021
She describes the new base collection Emerge as anything but basic or traditional.
— We’ve worked hard to find the perfect shades to match the modern needs and the highest quality for the long run. In the VR tool we are launching together with the collection, everyone can see how perfectly this collection appears on a large scale with a strong personality.
The Swedish international design brand produces premium flooring to the contract market worldwide and 95% of the family company’s sales goes on export.
— I think Emerge will become a bestseller very soon, Eklund adds.
Tell us about that new VR platform. How does it work?
— We always strive to try out new things and as VR has been in the loop for some years now, we now found the perfect timing to create a world of design where we could express our identity, not only by showing our flooring. Our products come to life with this tool, as it’s impossible for us to create such a space in reality to show them. VR is already used by architects and we’re happy they can be swept away in a cool fantasy world that also works as a reality tool for them.
How will VR change how you and your customers work?
— VR will hopefully become more user friendly for Mac users, and when that happens, I guess it will explode. In the meantime, we will continue to launch our news in this platform to constantly keep it alive. The tool today consists of an office, hotel, and a museum, where we’ll invite guest artists to exhibit. I believe that we have taken the possibilities to create unexpected but trustworthy happenings within our design community. This is something that feeds us with new energy every day.