Where do you find inspiration for your designs?
I find inspiration in everything from Swedish nature and the changing seasons, Indian handicraft traditions, magazines, travel and, of course, in meeting people. It isn't like one thing is more inspirational than another; it is the mix of all these elements that gets the creativity flowing.
What is your process to produce your products?
For every new season I create a moodboard with the color scheme and a design direction. It is important for us to always keep the new season aligned with previous seasons since we want the new items to blend in with the running collection. At the same time we have the ambition to always create a newness in our range. It´s about finding the right balance.
What makes your line unique?
I think living between two cultures takes us on our own path. We aim at creating thoughtful textiles with a modern Scandinavian take that speaks of the maker´s hand.
Can you remember the first time that design really made an impact on you?
If design can be defined as “communicating feelings through visuals and unique experiences” I would say that my first visit to Florence in my early 20's was maybe my first great design moment that really made an impact on me. An earlier design moment probably was when I bought my first Lee jeans when I was 8 years old.
What’s the most treasured item in your home?
Oh, that must be a chair from my parent's house. It is a Bruno Mathsson chair and it is a typical 70´s design item and also has sentimental value to me.
What’s the most important design lesson you’ve learnt?
Use your own map instead of others and advance carefully, step by step. There are no shortcuts when it comes to achieving good quality products.
We encourage designers to come and use the space, to bring clients to see and experience the powerful impact of 26 pieces of the Verellen collection, along with their handcrafted Walnut coffee and dining tables and chairs, in one showroom.