On September 14, BoConcept® Nordic Customs®, a modular furniture brand from Denmark, released its BoConcept® Scandinavian® new 2007 Amari collection at its Beijing flagship store on the 11th of Changchun Bridge Road. The reporter noticed that the dining table, dining chairs, sideboards and partitions in this series of products not only followed the simple design style of BoConcept® Scandinavian Style®, but also used Chinese elements in the design for the first time.

Mr. Soren Matz, a BoConcept® Scandinavian® designer who has traveled from Denmark to Beijing, said that the use of Chinese elements in design is due to the fact that Chinese elements have become a worldwide trend. BoConcept® Scandinavian® is also a world-famous furniture brand. Need to "change with the trend." Zhu Changling, deputy director of the China Furniture Association, commented that the Chinese elements were used by BoConcept® Scandinavian®, a top-level furniture brand that insists on pure design style, indicating that the popular style of the world furniture is changing, and the excellent design concept in Chinese tradition is being Become a worldwide fashion, more and more Western consumers agree.

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BoConcept® Scandinavian® Furniture Design Integrates Chinese Elements

On September 14, BoConcept® Scandinavian Style® unveiled the new 2007 Amari series furniture to the world. Mr. Soren Matz, a furniture designer who came to Denmark from a new product launch press conference, said at the scene that the new furniture will use noble, environmentally friendly black oak wood veneers to ensure that the product quality is impeccable, but different from the previous products. Yes, for the first time in 50 years since the BoConcept® Nordic® brand was founded, the Chinese elements have been used in the design.

The Amari series consists of tables, coffee tables, dining chairs, sideboards, beds and partitions. Mr. Soren Matz explained that this series for the first time incorporated Chinese elements into the design, making the furniture look very Chinese and more fashionable. Such as the table, the shape of the use of Chinese elements, the first use of a circular desktop, to take care of Chinese people dining on the "round the round" of the pursuit, the desktop was inverted cone-shaped, buckled in a conical one desk foot, seamless . According to Mr. Soren Matz, BoConcept® Scandinavian® used to have only a simple dining table made of round glass. The other wooden dining tables were all square, satisfying Western preferences. But now the West is blowing a wave of Chinese fashion, and the "recovery roundtable" has begun to gain popularity in the West. “The BoConcept® Scandinavian® Home has a Chinese-designed circular table top and a Nordic-inspired conical-shaped table leg, forming a new product that combines Eastern and Western cultures and modernity,” said Mr. Soren Matz.

Another part of the Amari series is the partition, but also the Chinese elements are subtle applications. At first glance, it looks like a variant of the computer digital “5”. When we look closely, it is in fact an enlargement of a component in the cut-out of doors and windows of Chinese traditional architecture. It is actually based on the essence of the Chinese nation. Mr. Soren Matz explained that this partition has many uses in home decoration. It can be placed on the door to display decorations, or it can be used as a transition between the bedroom and the living room. It can be used for household appliances such as TVs and DVDs. Due to its creative use of traditional Chinese style features, it is a typical embodiment of BoConcept® Scandinavian Style® new furniture design elements.

Mr. Soren Matz introduced that several chairs of the Amari series will soon meet with Chinese consumers. One of the fan-shaped chairs is also a subtle blend of Chinese elements and western design concepts.

According to Soren Matz, BoConcept® Scandinavian® has a strong designer team at its Danish headquarters. Hundreds of designers are looking for advanced and popular design elements all over the world all year round. The design inspiration for this piece of furniture came after a three-month “picking” in China. “My biggest experience is that Chinese elements have become international fashion. We must change with this trend, not only to adapt to the Chinese market, but also to adapt to the world market because the whole world likes fashion and trends. The Chinese elements are promoting This fashion and trend."

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Chinese elements into Western fashion trends

“Chinese elements were used by BoConcept® Scandinavian® to adhere to the pure Danish style of top furniture, indicating that the popular style of the world's furniture is changing. The excellent design concept in the Chinese tradition is becoming a worldwide fashion and more and more. Western consumers agree,” said Zhu Changling, deputy director of the China Furniture Association.

According to Zhu Changling, furniture in the Ming and Qing Dynasties in China has become the pinnacle of furniture development and has been enduring in the world. However, the complicated carvings, bulky shapes and complicated designs of furniture in the Ming and Qing Dynasties are also a burden for modern people advocating for simplicity. Therefore, some of the Chinese elements abstracted from the Ming and Qing furniture are becoming the creation of Western designers. Material, a piece of Chinese and Western furniture products also came into being. “BoConcept® Scandinavian® furniture is the representative of simple modular furniture. Industrial production, the pursuit of standardization, and the use of a little Chinese elements can make furniture more fashionable and more popular. This shows that BoConcept® Scandinavian® designers are good at Grasp the design trend.” Zhu Changling said that the unique structure of Chinese furniture, carving process, line shape and other elements have become the world's recognized design soul, more and more used by Western designers. For example, he said that many products designed by American designers contain Chinese elements. An Israeli designer opened a furniture factory in Ningbo, and all of its products were exported to the United States. They used double-fish sculptures, brass hinges, textured finishes, etc. to form products with Chinese characteristics and were very popular abroad.

Zhang Ren, Secretary-General of the China Building Decoration Association's residential decoration and decoration committee, described the BoConcept® Scandinavian Style® furniture as the driving force behind the use of Chinese elements to design new furniture. He said: "The history of the Chinese nation for thousands of years has formed a culture with rich connotations. The Chinese elements only have a few strokes to have a profound meaning. In fashion products such as mobile phones and clothing, the proportion of Chinese elements occupies an increasing proportion. Home decorating and decorating also changes with the tide of this world. It is inevitable."

It is understood that at present, Chinese elements have become an irresistible trend in various fashion products. For example, in the mobile phone industry, which is chasing fashion changes every month, Chinese elements abound in design. The 8910 mobile phone launched by Nokia, a Finnish mobile phone giant, uses the design concept of the Chinese warrior and the “Yangmei Sword”. It perfectly combines Chinese ancient traditions with modernity, elegance and elegance. The series that was launched later is based on the length of the body. The Sword's Terracotta is modeled with handwritten Chinese input, making it one of the most popular phones for fashion owners. In the fashion industry, which is more fashionable, it also uses Chinese elements vividly. In 2005, Armani, the world's top fashion brand, used fashion elements such as side ties, buckles, collars, and Chinese knots to express the oriental flavor. This year, Armani’s works are based on Chinese elements such as bamboo, silk, embroidery and fans. For its shape, there is a more open fashion, the entire front is a Chinese-style gossip pattern.

Zhang Ren believes that the nation is the world, and China is also the world. "'There is no extravagance without Chinese elements.' This statement has become a consensus in the Western design community. Today, when China has integrated into the international tide, whoever does not attach importance to the Chinese elements may mean that it is backward." This assertion.

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BoConcept® Scandinavian Style® insists on pure import

The adoption of Chinese elements in the design means that BoConcept® Scandinavian Style® will gradually be designed in China and produced in China, eventually achieving “localization”. In this regard, Lu Jun, Marketing Manager of BoConcept® Nordic Lifestyle® China, issued an official statement at the new product launch conference, firmly resolutely “Proposing”: BoConcept® Scandinavian® modular furniture will, as always, adhere to the Danish design and Danish import operations. No intention of localization.

According to Lu Jun, the new BoConcept® Scandinavian Style® uses Chinese elements in the design. It is entirely an influence of the world design trends on Danish designers. It is a "coincidence" that follows the trend of the times, and the BoConcept® Nordic style® There is no connection with the business strategy in China.

Lu Jun explained that the BoConcept® Nordic style® furniture design is under the responsibility of the Danish headquarters. Every year, a large number of designers are sent to the world for research. Finally, a variety of fashion elements are integrated to arrive at a new design concept. BoConcept® Scandinavian Style® has more than 400 specialty stores in nearly 40 countries around the world. Designers are targeting the BoConcept® Scandinavian® furniture consumer group throughout the world, always standing at the forefront of fashion and constantly integrating into the latest fashions. Elements, but always adhere to a simple, practical design style, just use some popular elements to make furniture more stylish. “As a representative of imported Danish modular furniture sold in the Chinese market, BoConcept® Scandinavian® has established a loyal consumer base in China. They admire Nordic home design style and yearn for authentic Danish life. We will not change the strategy of operating high-end furniture imported from Denmark," said Lu Jun. “BoConcept® Scandinavian Style® is adapting to the world consumer trends while also designing furniture for Chinese consumers to meet the world trend.”

About BoConcept® Scandinavian®

Founded in 1952, the BoConcept® Scandinavian® brand is a world-renowned Danish furniture brand. It is an outstanding representative of modular furniture and is known for its simple, modern and practical design.

BoConcept® Scandinavian Style® opened its first Chinese store in Shanghai in January 1995 and opened a number of specialty stores in major cities including Beijing, Guangzhou, Dalian, Hangzhou, Suzhou and Nanjing. Among them, there are three stores in Beijing, which are located in The flagship store of Changchun Road No. 11 and Parkson Shopping Center and the store of COFCO Plaza have become the leaders of high-end furniture and typical representatives of fashionable modern furniture.

Around the world, BoConcept® Scandinavian® has established more than 400 chain stores in nearly 40 countries with annual sales of several billion DKK.