In the late 1990s a small family business from Stockholm gained world wide attention when they insisted on redefining the classic Scandinavian style into what they called ”a friendly minimalism”. It was sleek and cool and stylish. And a bit opportunistic too. But the collection had what was later known as the Asplund look. During the years Asplund has collaborated with a wide range of gifted designers to establish the brand as one of the most influential contemporary Swedish brands. The main bulk of production is still handmade in Sweden, in natural or durable materials. Focus lays on a minimalistic play with sophisticated colours and unexpected meetings between materials, always emphasizing the fine detail.
During Stockholm Design Week a special 25-year anniversary catalogue will be released.
Here´s a sneak-peak from the publication. Get your own copy for free, at Asplund.
Brothers Michael and Thomas Asplund started Asplund as a design/art gallery but soon decided on their own brand. Page from Asplund 25 years anniversary catalogue.
Photo copyright Asplund. Published by permission.
Pia Wallén was originally a fashion designer interested in handicraft methods. Her early work for Asplund amazed the design audience and many a Pia Wallén piece are considered contemporary classics. Page from Asplund 25 years anniversary catalogue.
Photo copyright Asplund. Published by permission
The friendly minimalism comes forth in the play between form, material, colour and detail. Beach carpet by Maria Håård, Press magazine stand by Claesson, Koivisto, Rune. Page from Asplund 25 years anniversary catalogue.
Photo copyright Asplund. Published on permission.