On the land of the earth’s latitude 56 ° ~ 71 °, 5 ° ~ 25 ° east longitude, a group of people with unique talents – the “simplified” Nordic people.
Northern Europe, with endless gray-green cliffs and beautiful aurora, with whales and rare seabirds, gives this land a mysterious sense of independence. The Nordic winter is difficult, the summer is short, the land is sparsely populated, and the sun is precious. People’s lives are inconvenient, but they are simple and worry-free, and they have a lot of time to enjoy life.
Over the years, with the concept of “Less is more” in minimalist aesthetics becoming more and more popular, “Nordic style” and “minimalism” have become almost universal. Whether it is home decoration, design, clothing, crafts, or even people’s daily life art, Nordic “simple but not simple” minimalism is sought after by a youngster. In particular, the popularization of home products and design concepts represented by IKEA (IKEA) has made the Nordic style with both functional and artistic senses become the net red in the public aesthetic.
“If you can, I want to buy simple”
Nowadays, the Nordic style, which is known throughout the word, is called Scandinavian Design. It refers to the Nordic modern style that has emerged since the 1950s. It has risen in Denmark, Norway, Sweden and other countries. The main feature is: Functionality, attention to simple and clear colors and elegant natural materials, not to be carved.
This style was influenced by Functionalism and Modernism in the 1930s, and it formed a wave through a series of home decoration designs and industrial products. The Nordic style is known for its minimalism. It focuses on the practicality of the product and not on luxury. It gives people a sense of affinity. The core idea is to create a “good and useful thing that the public can enjoy.”
Chasing its source and history, the Nordic style is inseparable from the development of the European modernist movement. In general, the Nordic style still belongs to the category of functionalism, but if it is seriously compared with the modernist design art of other European countries, the Nordic style has its own distinctive art design language – the cool aesthetics of wantlessness and The height of nature is harmonious.
From the natural environment, the design resources owned by the Nordic countries are unique. Located in the vicinity of the Arctic Circle, the Nordic region is at a low temperature all the year round. In the north, there will be a “very night” for half a year. The sun is especially valuable in winter. Therefore, the large, bright, solid color (especially light) is the first choice for Nordic people to maximize light transmission and reflection.
Nordic forest coverage is high, and more than wood is used to reflect the color and texture of the material itself. Under such an original intention, the Nordic people interpret the minimalism with a variety of natural materials plus exquisite craftsmanship and humanity design – Danish classics, Swedish modern, Finnish nature, Norwegian simplicity.
The Nordic region is also one of the richest regions in the world. Due to the small population, the labor cost in Northern Europe is very high, and the decoration and decoration requires a lot of manpower and material resources. Therefore, the Nordic style has moved to “minimalist” – on the practical basis, it is simpler and simpler.
The middle-income group accounts for the vast majority of the Nordic population. The gap between the rich and the poor is small and the general income is high. Under such a condition that social welfare is quite generous, the design that is not exaggerated can reflect the sense of closeness to return to nature, and the sense of high quality in pursuit of quality. And their way of life is more reflective of the state of peace and prosperity, as well as the aesthetic tendency of popularization.
In addition, the Nordic style is so different from other European countries that it is inseparable from their life law, Law of Jante. As an important basic life concept and unwritten behavioral norms of the Nordic people, “Yang Law” refers to ignoring any exaggerated manners and showing off for material achievements. Under the influence of this concept, the works designed by the Nordic people show a modest suppression, that is, only attract the necessary degree of attention. The aesthetics that are practiced in the temperate and practical range are more likely to show elegance and simplicity.
“If I can, I want to be understood”
“Minimal” is not a bare simplicity. It is more like an attitude, an improvement and a more inclusive understanding of traditional design.
The Nordic style has traces of the legacy of traditional evolution, and it also reflects the details of humanity and modernity in a rapidly developing society. The Nordic style is not an obvious symbolic feature. The “minimalist” is not the whole of the Nordic style, because relying on simple design can not make the Nordic style a popular style. More importantly, the Nordic design is in the “pole”. Jane’s practical functions and products under the outerwear show a kind of humanistic care.
When I first used Swedish IKEA’s home products, my feeling was that the products were both easy to use and humanized. A bed, a desk lamp, or even a storage box, users can fully understand that their needs are understood and respected. Some large pieces of furniture can be disassembled into flat boxes and brought home to assemble themselves, eliminating waste and allowing users to use them more freely in an affordable and practical way – this “human touch” makes Nordic The design has a temperature.
For Nordic design, its core value is not only the practical use of the public, but also the good thing – it can truly “understand” the consumer’s demand for an item. As Ingvar Kamprad, the founder of IKEA, emphasized in his early design concepts that he was functional, everyday, affordable, and democratic. As we all know, the most successful place for IKEA is to achieve the coexistence of functionality and artistic sense.
To this day, the Nordic design still gracefully reminds the user of the existence of “design” with a temperature of “human touch”.
What is the design? It is the designer who understands and meets their needs by providing solutions for users to provide them with a better and more comfortable life. For the Nordic style, designers are an extremely important factor. Designers must be good at discovering the true demands of consumers and satisfying them with their own designs, which is often reflected in their marketing strategies.
But sales are not valued by Nordic design. What they value most is that they can create things that people are willing to use, enduring and cost-effective. In this way, if the consumer has a demand for a certain function or product, it will naturally be put into purchase. And those products that are flashy and consumers have no demand, should not exist for the ideal Nordic design market.
“If you can, I want to enjoy life”
Today’s society is proud of the possession of more materials, and this Nordic minimalist style is counter-trend–the less you have the freedom, the more energy you have to discover the joy of life.
The Nordic minimalist style wants to convey that people want to move their energy away from the decoration and focus on the things themselves. Its design does not have too many flashy decorations and beautiful decorations, but every detail reveals people’s yearning for and pursuit of comfortable life. Rather than saying that the Nordic style is the ultimate simplicity of design style, it is more like a return to life style. It seems to be simple and simple, without carving, but in reality it reveals the pursuit of quality life.
In my opinion, the prevalence of the Nordic style not only symbolizes the changes in people’s values and lifestyles in modern society, but also represents the awakening of people’s rational consumption consciousness.
In today’s world, more and more people have got rid of the stage of eating and drinking, and have different levels of leisure, which has become the material basis for the concept of “minimalist”. The social development is fast-paced, people’s work load is full, and the excessive extraction of resources, most people’s spiritual life is taken. In such an environment, a desire to satisfy the spiritual transformation of the private space, to seek inner peace, and to pursue a better life experience is even more urgent.
And these are precisely the minimalist practicality, functionality and cost-effectiveness that can be provided. What people pursue through consumption is often not to obtain products, but to purchase themselves into an aesthetic lifestyle through purchasing. They use these Nordic, minimalist brands to label themselves with different labels and find a new sense of well-being.
“Excessive wealth can only buy extra things, and the things necessary for the human soul don’t need to be bought.”
Henry David Thoreau’s masterpiece Walden has been screaming to us a hundred years ago, and it has become more and more profound in the glimpses of the modern era.
Similarly, the “avenue to simplicity” in Chinese traditional philosophy is also the same. People are used to adding to their own lives, but they become unconsciously slaves of matter. The more demand is added, the less satisfied it is. It is better to follow the “minimal” lifestyle, return to simple life, focus time, money and energy on the most important things and truly enjoy life. This is actually a kind of wisdom of “house”.
Perhaps only when the design gets rid of useless things, we won’t let too much material distract from it. The Nordic minimalist wind has now become an oasis in the spiritual world, attracting people who are eager to return to their true nature – focusing on simple things and being closer to the true meaning of life.