Scadinavian Edition Brandbook OSLO 2014

fall/winter

Designed with integrity in Scandinavia.

The COAT

A technical and functional multipurpose coat for everyday use. 100 % waterproof, fully taped seams, YKK速 Aquagard Zipper, Ecodown insulation, 3M速 Reflective.

Designed by:

Thomas Riise & Linda Hartz, Ink Design / Photos: Svein Brimi / Print: Mentor Media

Welcome to Scandinavia This is our homeground. This is where we live. To protect us against the harsh weather and changing conditions, we look at the intended area of use for every product and apply the right technique to give you a functional, yet stylish garment.

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The North Sea:

Harsh winterstorms of the North Sea

Scandinavian Edition is inspired by Scandinavian design as it emerged in the 1950’s – characterized by simplicity, minimalism and functionality.

Dedicated work and research have been put into the details – for you to feel and appreciate the difference, the moment you start wearing a Scandinavian Edition product.

We like the idea that beautiful and functional everyday objects should be made available for everyone, and strive to create products with great value for money – without making any compromises.

Designed with integrity in Scandinavia.

Enjoy your Scandinavian Edition product!

Eystein Cato Wang, CEO

weather

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Hope for the best.

Prepare for the worst.

Designed with integrity in Scandinavia.

Dedicated work and research have been put into the details – for you to feel and appreciate the difference, the moment you start wearing a Scandinavian Edition product.

features (coat)

insulation

When insulation is being used, we work with high quality brands to give you a warm, durable and eco-friendly synthetic insulation.

20.000 mm waterproofness Windproof

Taped seams for added weatherproofness

The result is a warm product with great freedom of movement and the unique feeling of being well dressed.

water

To protect you against weather and changing conditions, we look at the intended area of use for every product and apply the right technique to give you a functional, yet stylish garment.

20.000 g / 24 h breathability Thermore Ecodown 115/90 g insulation Two-way Aquaguard WR YKK zipper Durable lining

Insulation

Exceptional Placket Protection™ Travel Inside™ pocket system Reflective Walk The Dog™ System Chin guard Insertion System™ for detachable lining

All our insulated shell jackets are fully taped and waterproof.

Adjustable sleeve ending Seam-sealed

Ergonomically shaped sleeves Reinforced hanger loop Anatomical shaping for fit and comfort Adjustable hood drawcords Storm Hood

Waterresistant

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Tall collar

FITTED STORM HOOD

waterproof & breathable fabric 20.000 mm water colomn pressure resistance.

20.000 grams/m2/24 hour vapor permeability.

Adaptable thin line jacket

water-repellent chest pocket Fully laminated water-repellent pocket

ajustable draw-cord

taped seams

Ergonomically shaped sleeves

zip-adusted sleeve ending

fleece warming pockets Laminated front hand-warming pockets

3m reflectives Fold down reflective system

NAVY

OLIVE

BLACK

coat

Style: SE 133106 Coat

features

20.000 mm waterproofness 20.000 g / 24 h breathability Taped seams for added weatherproofness Thermore Ecodown 115/90 g insulation Two-way Aquaguard WR YKK zipper Durable lining Exceptional Placket Protection™ Travel Inside™ pocket system Reflective Walk The Dog™ System Chin guard Insertion System™ for detachable lining Adjustable sleeve ending Ergonomically shaped sleeves Reinforced hanger loop Anatomical shaping for fit and comfort Adjustable hood drawcords Storm Hood Tall collar

NAVY

OLIVE

BLACK

winter coat Style: SE 133107 Winter Coat

features

20.000 mm waterproofness 20.000 g / 24h breathability Taped seams for added weatherproofness Theremore Ecodown 200 g insulation Two-way YKK zipper Durable lining Exceptional Placket Protection™ Travel Inside™ pocket system Reflective Walk The Dog™ System Chin guard Insertion System™ for detachable lining Adjustable sleeve ending Ergonomically shaped sleeves Reinforced hanger loop Anatomical shaping for fit and comfort Adjustable hood drawcords Storm Hood Tall collar

NAVY

BLACK

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city coat

Style: SE 133108 City Coat

features

20.000 mm waterproofness 20.000 g / 24h breathability Taped seams for added weatherproofness Thermore Ecodown 115/90 g insulation Two-way YKK zipper Durable lining Exceptional Placket Protection™ Travel Inside™ pocket system Reflective Walk The Dog™ System Chin guard Insertion System™ for detachable lining Adjustable sleeve ending Ergonomically shaped sleeves Reinforced hanger loop Anatomical shaping for fit and comfort Tall collar

NAVY

BLACK

thinline jacket Style: SE 133106 Thinline Jacket

features

Lightweigt shellfabric Prepared for attachement as innerjacket YKK zipper Care free piping at zippers Foldingbag to place jacket in Ergonomically shaped sleeves Anatomical shaping for fit and comfort Theremore Ecodown 60 g insulation Elastic sleeve and body ending

NAVY

OLIVE

BLACK

To protect you against conditions, we look of use for every produ technique to give yet stylish

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weather and changing at the intended area ct and apply the right you a functional, garment.

Scandinavian Edition

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Holmenkollen:

It is the first ski jump in the world with permanent wind protection inherent to its design and construction.

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On top of the world With it’s panoramic view over the metropolitan areas and the Oslofjord, the Holmenkollen Ski Jump is world famous and represents an international symbol of ski jumping and ski sport in general.

Ever since 1892, the village of Holmenkollen, twenty

minutes from downtown metropolitan Oslo, has hosted legendary skiing competitions. The new iconic architectural wonder, which replaced the old ski jump from the Winter Olympics in 1952, was finished in 2010.

On the first day of jumping tests, the record of the longest jump made at Holmenkollen, was broken.

Atop the ski jump is a platform where visitors can take in some of the most breathtaking views of Oslo, the fjord and the region beyond.

Holmenkollen is the newest and by far the most modern ski jump facility in the world. It is the first ski jump in the world with permanent wind protection inherent to its design and construction.

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Along with Wimbledon and the Wembley Arena, Holmenkollen Ski Jump is also the world’s most visited sports facility. Nevertheless as a skijump it was actually one of the smallest hills in the World Cup tournament, and in September 2005, the International Ski Federation decided that the current hill does not meet the standards to award the city the 2011 FIS Nordic World Ski Championships. In December 2005

Norway’s Directorate of Cultural Heritage approved the demolition of the old historic ski jump and in April 2007 the Oslo municipality announced an open international competition for designing a new ski jump.

The legends of the Holmenkollen races and ski jump competitions will live on along with it’s legendary ski jump, in perfect harmony with the Scandinavian nature that surrounds it. Welcome to OSLO.

-s m a se

r oo p r e t wa + d e ea l

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f

y taped l l u f e kets ar c a j l l e lated sh All our insu

and waterproof.

We designed our waterproof, seam-sealed, insulated shell jackets to give people living in cold urban environments an alternative to the traditional coat – a perfect mix between refined style and practical function. Add our Thinline insulation jacket to create an extra barrier against the cold.

Whether at work or play, 3M™Reflective Material helps you to be seen at dawn, dusk, or night, in all weather conditions. All our jackets are equipped with an integrated “Walk the Dog” reflective system.

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Al tive lec Ref 3M

t. ten pa es tiv lec ref wn

fol dd o

“w alk th ed og �3 M

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Designed specifically for those wearing suits or blazers, the City Coat has accommodating shoulders and ergonomically shaped sleeves for extra mobility. It is insulated with 115 g Thermore Ecodown and constructed with a seamsealed fabric for complete protection against the cold and elements.

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BROSLO

The artist duo from ‘Gamlebyen’ The artist duo BROSLO is an exciting artistic collaboration between Nikolai Gyllenhammar and Jonny Aaseth. Gamlebyen’s (the old town of Oslo) modern response to Tidemann and Gude, if you will.

The young aspiring artists have already experienced great success and is yet another example of Oslo as a creative breeding ground for young talents. National romanticism is not their arena – they create distinctive contemporary art using recycled materials – the result: creative designs full of joy and energy.

Jonny (b. 1985) has been one of Norway’s leading snowboarders for many years. At the same time he has both painted and crafted furniture. Nikolai (b. 1983) has been doing graffiti art since he was 12 years old. He is an architect, but has nevertheless chosen to focus on art. Last year, the two boys decided to show off their work for the first time. It resulted in a sell-out exhibition. In April this year they repeated the success. This time with the exhibition Fake diamonds, which was held in a unique venue in downtown Oslo. The exhibition hall was originally one of the city’s first indoor tennis quarts, but is today an open spaced – a large, urban facility made up mainly

The artist duo Broslo:

Jonny and Nicolai preparing the exhibition Fake Diamonds.

of concrete. This made it the perfect playground for BROSLO. The playful artists had access to the hall throughout the spring and used it as their studio to prepare the exhibition.

We met BROSLO while they were preparing Fake diamonds and had an inspiring chat with two eager and creative artists. Not least, we were allowed to experience the two while working with some of the designs for the exhibition.

Nicolai, why use a closed down tennis hall at Oslo’s west end – isn’t it east of Oslo that’s your home ground?

– Our studio in the old town is way too small for the large formats we produce for this exhibition. For our previous exhibition we had to cut large holes in the floor on the 2nd floor, just to get the paintings out of the house. This time our work is even larger, the largest canvases are 3 meters wide and 4 meters high. This hall is 1300 m2 with over 5 meters ceilings, and therefore it is nothing that holds us back from working ‘big’ – we love large formats! However we’ve received some complaints from the west end neighbours here. Especially when we were outside sputtering out a pharaoh in some old, dry wood. The smoke was all over Parkveien (LOL) – no one cares about things like this in the eastern Old Town.

Now you have completed two sell-out exhibitions, how does it feel?

– It feels both crazy and good. We do not make art to sell it, we make only ‘banging designs’ we would like to own ourselves. It is a bonus that so many think so highly of our art, that they are willing to buy it – it’s simply awesome!

Is Oslo too small? What’s next; New York?

– It would be cool to exhibit in New York! But first we have some projects in Norway, and a standing offer for an exhibition in Stockholm, so I guess we’ll have to wait and see. In October we are aiming towards USA, to set up a studio in Los Angeles and start producing. Anyhow we’re still going to spend a lot of time in the Old Town – we simply love Oslo.

“Sell-out” exhibition:

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Fake diamonds is the duo’s other sell-out exhibition and was held in a unique venue in the city centre – originally one of the city’s first indoor tennis courts.

The North Sea:

Harsh winterstorms of the North Sea

The concept of the exhibition is as the title implies, ‘Fake Diamonds’. Everything on display has in fact something in common; it has been created by reuse of old materials.

The works consist of various rough diamonds which have been transported through the hands of the artist duo and reborn as fake diamonds. Fake, renewed, improved renderings of what they once were. NOW – joyful art! It is essential for BROSLO to give old materials and damaged items a new life and a new feature. And in the same time make something that spreads joy and energy.

How important is the reuse of old materials?

– The reason we are reusing old materials is simple: old materials are much better. The planks they offer you at the lumber dealers today are just porous ‘turbo-spruce’, which has grown up too fast on fertilizers. They just splinter and feel cheap. The wood we use is instead over 100 years old pine from apartment buildings being torn down, or old shipping crates from the Oslo harbour. The wood is solid and has a patina you can’t buy for money. The fact that it is free and environmentally friendly is a bonus. The most important thing for us when we make furniture, lamps or art, is that we end up with a transformed object that is both refined and solid – a new thing that can last longer than ourselves, and perhaps for centuries and generations to come.

Jonny and Nicolai have an inexhaustible energy and urge for creativity, which becomes thoroughly apparent in everything they touch. They make their own clothes, build motorcycles, makes stock interior decorations of the so-called ‘findings materials’ – everything from old pianos to military storage boxes – and produce artwork in impressive sizes. They find inspiration ranging from different brands, popular cultural icons, to old advertising signs and other ordinary things, which transform with the artists creative imagination.

Where do you find inspiration?

– From the way we live! You won’t find us watching TV or in front of a computer. We are always outside, on the move, looking for inspiration and fun. We’re biking, plunging from buildings, going to parties, travelling to other cities, meeting new people, seeking out and exploring abandoned industrial areas and such. This provides impulses. We don’t plan much; instead we see where the road takes us. When one of us have an idea for a new design, we continue to develop it as a team – we make all our art together!

Instagram: @BrosloArt

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Fake diamonds:

Everything on display has been created by reuse of old materials. The works consist of various rough diamonds which have been transported through the hands of the artist duo and reborn as fake diamonds.

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New iconic seafront The new iconic seafront of metropolitan Oslo has been named The Barcode District. This is a portion of the Fjord City redevelopment on former dock and industrial land in central Oslo, and is placed alongside the new Opera House.

More and more people are getting their workplace or residence in the new Opera quarter in Oslo. When completed it will house 400 homes, and over 10.000 people will have their workplace in the new iconic buildings. The Barcode principle is an architectural and structural engineering principle that attempt to make one or more structures, typically buildings, to

commemorate a barcode design. Most Oslo citizens are enthusiastic about the fresh, clean, modern architecture, and the unmatched opportunity to reshape the urban landscape and relieve pressure on a rapidly growing city without diminishing existing green space.

We find it mesmerizing, inspiring and that it symbolizes the new Scandinavia. Welcome to OSLO.

The Barcode District:

When completed it will house 400 homes, and over 10.000 people will have their workplace in the new iconic buildings.

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The Barcode Principle:

It is an architectural and structural engineering principle that attempt to make one or more structures, typically buildings, to commemorate a barcode design.

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The search for a technical multi-purpose product with outdoor features and a clean Scandinavian city look triggered our project.

Scandinavian Edition

on i t a ul s n i

With its streamlined design and slim-fitting cut, the Thinline jacket works greats as a standalone piece on milder days and doubles as a solid mid-layer for harsher conditions. It has 60 grams of Thermore速 Ecodown fill to provide exceptional insulation without adding bulk.

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e Ecodown 60 g h ermor T

Every man has his own personal favorites – it could be your favorite pair of jeans or that extraordinary watch. We believe that it’s not complete without at least one Scandinavian Edition – to create your unique style.

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astrup fearnley 40 scandinavianedition.com

Contemporary home of art

The new Astrup Fearnley Museum at Tjuvholmen, has a privileged location right on the water’s edge, with views of the Oslofjord and it’s back to the city centre.

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The Astrup Fearnley Museum of Modern Art

is a privately owned Contemporary Art gallery. It was founded and opened to the public in 1993. The new museum at Tjuvholmen opened its doors in 2012 and gives 6-7 temporary exhibitions each year.

The collection’s main focus is the Amercian appropriation artists from the 1980’s, but is now moving more towards the international Contemporary art scene, with artists like Jeff Koons, Richard Prince, Ciny Sherman, Matthew Barney, Tom Sachs, Doug Aitken, Olafur Eliasson and Cai Guo-Qiang.

The museum houses American artist Jeff Koons monumental 5.1 million dollars porcelain sculpture of the pop star Michael Jackson and his favorite chimpanzee.

As a continuation of the redevelopment of the Aker Brygge area of the city, site of former shipyard, Tjuvholmen is a new cultural quarter located to the south-west of Oslo’s city centre. Integrating both art and leisure, the complex combines the Astrup Fearnley Museum and an office building, with a new public sculpture park, beach and lovely waterside promenade. The well known architect Renzo Piano has designed the museum, which consists of two buildings housing the museum’s permanent collection as well as temporary exhibitions. Large, modern exhibition spaces of 4200 m² gives the museum the possibility to continue its ambitious program of temporary exhibitions. The Astrup Fearnley buildings harmonize with the new Scandinavian look and feel in which we ourselves so strongly believe in. Welcome to OSLO.

The Astrup Fearnley Museum:

The complex combines the museum and an office building, with a new public sculpture park, beach and lovely waterside promenade.

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The Astrup Fearnley Buildings:

The Astrup Fearnley buildings harmonize with the new Scandinavian look and feel in which we ourselves so strongly believe in.

Superior quality technical outerwear at a very competitive pricepoint We really liked the concept; story and people behind Scandinavian Edition from the beginning. The brand offers superior quality technical outerwear at a very competitive pricepoint. The customer experiences the difference, and gets great value for money when buying a Scandinavian Edition product.

Petter Gedde, Høyer

A great alternative to the traditional coat or parka The technical features and clean city look, makes Scandinavian Edition the right product for our climate with its changing conditions. The jackets can be worn more causally, or with a suit for work. The clean Scandinavian design is very easy to understand, and a great alternative to the traditional coat or parka.

Per Christian Andersen, Gunnar Ă˜ye

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Clean , timeless and perfect for the Oslo climate With the shop located at Grünerløkka, our customers often search for something different than what’s found in the traditional fashion store. The Scandinavian Edition products are clean and timeless – in addition they are perfect for the climate we have in Oslo. The jackets has a very diverse customer base and blends in with your personal style – this is a must have for everyone.

Pasquale Pipolo, Insomnia

scandinavianedition.com

Ideas, layout, text & design by:

Thomas Riise & Linda Hartz, Ink Design / Photos: Svein Brimi / Print: Mentor Media