The Royal Norwegian Embassy, the Ministry of Foreign Affairs and the Norwegian Centre for Design and Architecture are pleased to present the design exhibition 100% Norway.
Curator Max Fraser brings together 17 Norwegian designers and studios whose work engages with the contemporary design story of Norway. Through products and prototypes in a broad range of design disciplines, 100% Norway aims to explore the country’s material heritage, consider its creative legacy and challenge a few assumptions about what ‘Norwegian design’ really means. Featuring a mix of established names and emerging talent, the exhibition underlines the contribution that Norway has made to international design in the past – and continues to make today.
100% Norway is a showcase of new products created by some of the leading talents of the Norwegian design scene today. The initiative returns for its 13th edition in 2016, having consistently used the platform of the annual London Design Festival to celebrate and promote design excellence from across Norway.
As a Londoner, I have visited 100% Norway every year since it started in 2003 and I’ve benefited from the consistent exposure of quality Norwegian design output. The long-term strategy of this initiative has helped to secure the nation’s reputation as a leading contributor to the sector. Norwegian design has a strong identity and a place in people’s minds, contributing sophisticated design output to the Scandinavian mix as well as on the global stage.
Being invited to curate 100% Norway for the first time this year, I’ve been mindful of the solid foundations that have already been set. I have aimed to embrace the annual nature of the exhibition, treating it as a celebration of some of the best design from Norway today across the realm of furniture, products and accessories.
The design scene in Norway is compact and seems united by a solid sense of community and an appetite to collaborate. The output of those working today is high on quality and each individual designer has a strong appreciation of materiality and craftsmanship. Bringing together seventeen new and established studios with fresh prototypes, 100% Norway aims to embody the Norwegian design scene today while avoiding stereotypes and preconceptions.
The show offers visitors a fresh perspective on Norwegian design with the aim to carry forward the nation’s appeal and propel its talented participants into new territory as their careers progress.
I very much hope you enjoy it.
Max Fraser, Curator