I. Abstract

I. ABSTRACT

For many years, the furniture and interior scene has been heavily dominated by the Scandinavian style. It is notoriously recognised for its use of blonde wood and clean lines. Scope for this study arises from the need to understand the value of a piece of Scandinavian design to a consumer.

An in-depth literature review revealed insights into region, inception and globalisation. To render the phenomenon identifiable, a variety of sources were used to explore key aspects of the style and how they were established. The study questions whether these same values and features are reflected in products to a British consumer. Is there a stereotype? Who or what is responsible for this? What is the value of owning a piece of Scandinavian design? Is the trend fetishised in Britain?

Prior to a focus group meeting, a number of analysis approaches were used to answer these questions, including a consumer survey, expert interviews, and a cultural probe. These qualitative approaches resulted in a thorough examination.

The research corroborated previous theories about such a stereotype among British consumers, who correlate Scandinavian design with neutrality, simplicity, and affordability. These ideals have evolved in the United Kingdom over time and differ from those retained in Scandinavia. This was displayed through a recognition of IKEA and creating a perception from how they market their products and stage in store interiors. Besides which, it demonstrated consumer admiration for IKEA, as it

was implied that visiting the chain is more of an experience and a day out. However, part of the study showed a growing openness to new ideas that has arisen over time, especially when it comes to the use of colour. Is the Scandinavian neutrality becoming outdated?