SHARE 1/17

WINTER 2017

SCANDINAVIAN BUSINESS SEATING COMPANY MAGAZINE

highlights 06 HÅG SOFI MESH

Scandinavian Business Seating

COMPANY MAGAZINE

WINTER

2017

10 TRUE SCANDNAVIAN

MAN OF 16 THE SPACE

EDITORIAL OFFICE: Scandinavian Business Seating AS Fridtjof Nansens vei 12 P.o Box 5055 Majorstuen NO-0301 Oslo, Norway Tel: +47 22 59 59 00 EDITOR: Eirik Kristensen PUBLISHER: STYRK publish AS www.styrk.no

ART DIRECTOR: byLinda.no Graphic designer Linda B. Hartz COPY: Erik Mathisen SHARE is published twice a year on behalf of Scandinavian Business Seating by Styrk Publish. All material is strictly copyright and all rights are reserved. No part of this publication may be reproduced in whole or in part without written permission of the copyright holder. Opinions expressed in SHARE are not necessarily those of Scandinavian Business Seating.

– ALWAYS ON THE VISIONARY 24 HÅG 32 THE MOVE CASTLE

EDITOR’S NOTE

TIME TO UX IT

BY EIRIK KRISTENSEN

I

sn’t it strange how we shorten down words to make us sound better? It´s like we want to be asked what it means and then show off. Perhaps not all the time, but every now and then.

I remember very well the first time I heard UX, and I remember all too well how I felt when I heard it. It was one of these aaaaahhh moments. You have probably had them as well. The moment when you realize that something that seems very difficult, in reality is quite obvious.

Round about a year ago, I went to a seminar about digital development in organisations, and I remember sitting down on a (not so) comfortable chair and looked up on the stage.

A well dressed man went straight to the point. UX!

Despite the fact that the seminar wasn’t a very good customer experience on my end, the speaker had given me a revelation that day. Any experience, customeror user experience, must be easy to understand.

If it isn’t, we’re never going to appreciate it. Our The speaker development, communication and innovation gave me a must evolve around the total user experience.

revelation that day.

Any UX must be easy to understand!

UX is very important, the speaker said. So important that you stand a great chance of losing market shares if you don’t do the UX properly. In fact, you cannot possibly be a serious company if you haven’t done a proper UX analysis, right? He looked at us with a grin as to underline this obvious and universal truth.

UX, I thought. UX? What on earth is UX? Instead of paying attention to what he said, I found myself thinking about the possibility, in statistical terms, that he wouldn’t question me about the topic, and the wonderful mathematical possibility that he in fact could (!) ask somebody else than me, and the even greater joy of the possibility that they couldn’t answer either. Hah! Pretty confident that I had the numbers on my side, I was waiting in confidence for either someone to make a fool out of themselves, or quite simply get the explanation to this UX riddle.

Then suddenly it struck me. I got it! Ahhh, UX!…. It’s User

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Experience! And CX is of course Customer Experience. Phuu!

I was almost tempted to say it out loud. Please explain to them, I would say, that UX means User Experience! And then he would thank me for clearing up his obvious mistake and say he was sorry. Very good point, sir. UX means User Experience. Thank you.

Obvious? Yes, but also easy to forget. Obviously.

This issue of SHARE Magazine can for the first time ever give you a combination of print, web and films. All at the same time. You can read it on paper or screen. You can scan a QR code to see the content live on a web page, you can download a brochure directly from the linked web page or even ask for a meeting with us. We have linked up articles with architects and professionals.

All of this to give you a better user experience.

Enjoy!

TALK

HÅG CAPISCO

HÅG CAPISCO IS ON THE SET AND PLAYS A ROLE IN THE FAMOUS DRAMA SERIES ”THE K2” ON NATIONWIDE TV IN SOUTH KOREA.

STARRING IN POPULAR TV DRAMA

The plot spins around Kim Je-Ha (Ji Chang-Wook) who is a former solider for hire called K2. Choi Yoo-Jin is the wife of a presidential candidate (Cho Seong-Ha) and the daughter of a familiy owned South Korean conglomerate. The drama builds up when Ko An-Na (Yoona) is introduced to the story, a recluse and the secret daughter of the presidential candidate. As you can see from the images, HÅG Capisco set the stage for the popular drama that plays around it.

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IT’S OFFICIAL:

3 of 4 superheroes prefer our comfy, ergonomic chairs to conventional everyday flying-in-the-airbetween-buildingswith-extremeprecision activities.

“WE MAKE THE SCHOOL A BETTER PLACE TO TEACH AND LEARN” Previously, students were often told to sit still and to not swing their chairs.

The latest research shows, however, that motion when sitting increases blood circulation and oxygenation to the brain and improves the concentration ability over a longer period of time. Movement and motor development must be stimulated in order to stay focused and concentrated. Therefore, our main focus at Scandinavian Business Seating, is to develop good ergonomic seating solutions so that all students, regardless of age or size, can perform at their best.

Our contribution to the school sector is to manufacture products that offer good ergonomics in the student learning environments. Our chairs are designed to promote a natural posture and movement in a seated working position. The chair is built to encourage movement and it becomes natural and ergonomically correct to swing the chair. The result; students gain an increased blood circulation and thus they can stay more focused and alert over a longer period of time.

We have many years of experience within development and research of ergonomical seating solutions. Chairs from Scandinavian Business Seating are the natural choice for the school segment to preserve the student´s health, well-being and performance in school. It all starts with the chair.

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SB SEATING // HÅG SOFI MESH

SoFi Mesh THE RESULT OF A CREATIVE DESIGN COLLABORATION

KEEPING IN LINE WITH HÅG TRADITION EXTERNAL DESIGNERS WERE INVITED TO JOIN THE IN HOUSE DESIGN TEAM TO CREATE THE NEXT GENERATION OF TASK CHAIRS. THE HÅG SOFI RANGE IS THE RESULT OF DESIGN COLLABORATIONS WITH THE AWARD WINNING DESIGN AGENCIES FROST PRODUKT AND POWERDESIGN, AS WELL AS THE MANY EXPERTS AND ENTHUSIASTS WHO ARE PART OF THE HÅG NETWORK.

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HĂ…G SOFI MESH

We wanted to make a truly userfriendly and uncomplicated chair that inspires new ways of working and collaborating, a chair that suits most people and fits in anywhere.

SONDRE FROST URSTAD // Designer Frost Produkt AS

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SB SEATING // HÅG SOFI MESH

As with everything HÅG does, the HÅG SoFi range fuses aesthetics and function to produce beautiful and user-friendly solutions.

DESIGNED TO SUPPORT NEW WAYS OF WORKING The HÅG SoFi range was created to meet changing human needs in workplaces that were evolving at pace.

This evolution meant that workers increasingly needed tools and solutions that empowered them to work better and differently. We wanted to empower people to be able to do more, more effectively.

All this should happen while minimising effort, both mental and physical.

Here are lots of reasons why a HÅG SoFi with mesh back is the ideal choice. All our chairs are designed to ensure movement; without people having to think about it. This means one less thing to worry about and more time to focus on what really matters.

Our new HÅG SoFi model continue the HÅG tradition of moving people and making

life less ordinary. This is how we celebrate movement.

There are almost endless opportunities to configure your chairs exactly how you want them. We carry a huge range of fabrics and colours‚ so that you can have exactly what you need. No more need to compromise. Just choose exactly what works for you.

FUSING FUNCTION AND DESIGN Our new HÅG SoFi model with a mesh back incorporates market-leading technologies, and beautiful aesthetics, to provide a seating solution that offers great design, supreme comfort and endless flexibility. Every detail has been considered to take us further than before. Designed to help energise the user, the HÅG SoFi mesh helps improve focus and general well-being.

The major challenge for us was to create a beautiful object from something that is in fact a highly advanced machine. With HÅG SoFi we managed to ensure all features and mechanisms are compact and hidden away.

By repeating similar visual keys in all parts of the chair, we created a coherent and harmonious design.

ALEKSANDER BORGENHOV // Designer Powerdesign AS

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RBM

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Teal Blue

Sea Green

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THE NEW RBM PALETTE OFFERS A RANGE OF FRESH COLORS THAT WERE CURATED IN COLLABORATION WITH THE SWEDISH DESIGN STUDIO, FORM US WITH LOVE. THE PURPOSE IS TO CREATE A DISTINCT VISUAL IDENTITY AND AESTHETIC COHERENCE WITHIN THE RBM FURNITURE RANGE, ENERGIZING AUTHENTIC SCANDINAVIAN VALUES.

Together, we worked with the palette from RBM’s heritage and added a spark of fresh colours and materials. The overall effect is cohesive, sophisticated and contemporary.

RBM chairs and tables come as a wide range of combinable products with its simple lines, supportive shapes and vivid colours. The new, delicate colour palette makes it easy to combine with different materials and existing interior.

JOHN LÖFGREN // Form Us with Love

The new palette provide a natural feel through muted tones. The earthy and organic expression of colour can also be linked back to RBMs strong environmental focus.

BOGESUNDS Breeze 265

The RBM collection opens opportunities for unexpected combinations of colours and materials. So be it an auditorium with 500 seats, or an intimate dining room, you have the tools to create your expression.

KVADRAT Divina MD 613 EL 1502 BRI GA Cross s s i r C

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GU l 635 Setesda

COLOURING-IN IS MORE THAN A CHILDHOOD ACTIVITY; IT’S AN ACT OF EXPRESSION THROUGH THE USE OF COLOURS.

SB SEATING // TRUE SCANDINAVIAN

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NEW SHOWROOM

TRUE SCAN DNA VIAN THE USE OF NATURAL LIGHT IS AN EVER-PRESENT THEME FOR HENNING LARSEN ARCHITECTS. DAYLIGHT EMPHA-SIZES THE FEELING OF BEING PRESENT IN THE MOMENT.

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WHEN HENNING LARSEN ARCHITECTS WERE GOING TO DESIGN SCANDINAVIAN BUSINESS SEATINGS’ NEW SHOWROOM IN COPENHAGEN, ONE THING WAS MORE IMPORTANT THAN ANYTHING ELSE; WHAT IS THE STORY? TELL ME WHAT THE BRAND DNA IS, AND WE WILL COMMUNICATE IT.

SB SEATING // TRUE SCANDINAVIAN

THE NEW WALL MOSAIC, CONSISTING OF MORE THAN 160 HÃ…G CAPISCO CHAIR BACKS, FRAMES THE SHOWROOM IN AN ORIGINAL WAY.

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D

NA tells the story about who we are. Where we come from. Our identity.

But DNA also tells the story of where we’re heading. DNA is building blocks, a foundation on which we can shape our story. And sometimes you need help to tell that story in the best possible way.

– Branding is nothing but storytelling, Sarah Müllertz Gudiksen points out.

– Without your story you have nothing.

You can’t differentiate the brand from those of your competitors and you can’t build up your brand further without having a clear identity.

FA CT

Pakhus 48

Sarah is Lead Interior Architect in Henning Larsen Architects’ design department, and has headed the work to revitalise Scandinavian Business Seatings’ new showroom in Copenhagen. She has worked on a whole range of design projects, including restaurants, schools, hotels and galleries amongst her clients.

Despite very different assignments, the initial process is always more or less the same; tell us their story.

– At Henning Larsen Architects, a typical project generally begins with mapping the brand’s «DNA». What is unique about this brand, what are the needs of its customers, what is the story? For Scandinavian Business Seating, our vision was to create the optimum framework around HÅG’s philosophy, and we did this based on quality, dynamic ergonomics and sustainable and holistic design. Following that, it was all about how we could anchor, process and tell the story in the best possible way, says Sarah.

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Pakhus 48 is a former warehouse of the Free Port of Copenhagen, Denmark, now hous-ing showrooms for a number of design and furniture companies. Owned by Copenhagen City and Port, the building has an area of 3,000 square meters.

AUTHENTIC AND DOWN-TO-EARTH The first impression most people get in the new showroom is a feeling of openness and authenticity. The immediate experience of something real and down-to-earth is reflected in the use of materials like wood, steel and bronze and brass alloys.

– We have used elements which give the room a feeling of calm and sincerity.

Underway, many considerations were

SB SEATING // TRUE SCANDINAVIAN

done over which elements should be given room and what they could offer.

Absolutely everything unnecessary has been peeled away during this process, so that the only thing that remains is a strong, collective expression. The entirety is the most important thing, and the interior should not distract from what happens there, just underpin and support it, she explains.

FLEXIBILITY One of the biggest advantages of the new showroom is the seamless flow between form and function. Every detail and line has been thoroughly thought through for optimal adaption. The possibility of trying out different combinations of chairs and office space was previously mentioned. However, the needs and expectations of visitors can also vary widely.

– Within the space of one single day you can get everything from visitors who want a more formal atmosphere, to guests who prefer more casual surroundings. The balance between these can be adjusted with simple, subtle details such as thick curtains that can be hung in front of the employees’ office spaces.

This effectively «seals off» the section of the showroom where you find the products, the meeting room and the lounge on the first floor. Conversely, when the curtains are drawn and you get plenty of uplifting daylight streaming in through

Starting from our Scandinavian heritage and design tradition, our show room has to a large extent been transformed from a traditional product-orientated showroom into a total concept, where the correlation between products and values has been made clear.

MARTIN HANSEN // Manager, Customer Service, Sales & Trade Marketing in Scandinavian Business Seating

the windows, it encourages interaction with colleagues and makes you lower your shoulders, Sarah sums up.

WORLD CLASS A chair is an important work tool. It has to help you perform optimally for hours on end, every day, all year around. Hence it is important to have the chance to try out the chair in an environment closely resembling the one in which you will be using it.

Previously, the customers were exposed to a few too many chairs, and they didn’t have the context to make the right decisions. With this in mind, Sarah and her team constructed five «creative frameworks», out of which each and every one makes up a staged office space. This allows the customers to try out various combinations of chairs and office spaces in order to find the best solution to cover their needs.

– We’re very happy with the way in which the new showroom works, says Martin Hansen, Manager, Customer Service, Sales & Trade Marketing in Scandinavian Business Seating, as he points out the new concept wall in particular. – Here, visitors can get an insight into the thought process behind the products, in addition to our values and our history.

The interaction with the unique metal cubes, where the chairs can be displayed in creative settings adapted to the particular sales situation and target group, is a concept that works brilliantly. In cooperation with one of Denmark’s most renowned drawing studios, Scandinavian Business Seating has developed a world class showroom.

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FA CT

Henning Larsen Architects

Henning Larsen Architects is an international architects firm with strong Scandinavian roots. Henning Larsen Architects’ internal design department has, in connection with the drawing studio’s architectural projects, developed a large range of design projects, spanning from industrial product design to large and small scale interior solutions to graphic solutions, identities and display design.

SARAH MÜLLERTZ GUDIKSEN SARAH WAS EDUCATED IN CLASSIC ARCHITECTURE AT THE SCHOOL OF ARCHITECTURE IN COPENHAGEN. SHE’S HEAD OF HENNING LARSEN ARCHITECTS’ DESIGN DEPARTMENT AND IN CHARGE OF INTERIOR DESIGN.

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SB SEATING // THE MAN OF SPACE

THE MAN OF

P S A

EMBRACE THE COLLABORATIVE SPACE AND CREATE INNOVATIVE OFFICES, SAYS ARCHITECT AND DESIGN MANAGER JAMES LOH. IT MAY VERY WELL BE A DECISIVE GAME-CHANGER FOR YOUR BUSINESS.

– We want to create spaces where people work with their leaders and not in an office ruled by hierarchies and bosses.

Knowing how to utilize and optimize the office space is key because right now this space is how we can attract and unite talented people to want to work with us.

SPACECRAFTING James knows a lot about designing space. He understands how it can be used for a wide range of purposes. How a well-designed space can influence your ability to work, relax and think.

– The I-space and We-space are the two different spaces we like to introduce to our new clients and new office spaces.

It is also two different ways of bringing

people together. The I-space is the space where you come in to work and primarily focus on your own stuff. It’s pretty much the same as going to a coffee shop. You say hello, order your latte, put your headphones on and start working. But the We-space is absolutely the one we felt could bring people more together.

Last summer James visited Norway and got to experience Scandinavian culture for the very first time. In addition to

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INNOVATIVE OFFICES

LEO BURNETT

CE visiting Scandinavian Business Seating’s headquarters in Oslo, James had time for a tour of the factory in Røros, where he got a positive experience from his meeting with Norwegian design, and at the hotel he got to meet the designer herself.

– When we visited the Scandinavian Business Seating factory in Røros I accidentally met the designer of the hotel we stayed at. She was just sitting right next to me in the hotel bar, having a beer. We talked for a while about design and other stuff. Walking into a Norwegian design

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environment like the hotel is very different from what we in Asia would refer to as «good design». This hotel made me feel at ease and welcome, almost like «home» even though I have traveled across the globe. This is a good example of how space can be used to connect people, wherever they may come from.

FA CT

James Loh

Company: SCA Design Pte Ltd Designation: Design Manager Past Project with SBSeating: Cargill Singapore

SB SEATING // THE MAN OF SPACE

You can see James Loh on Youtube if you scan the QR code.

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James describes the perfect office as innovative, calm And warm.

THE PERFECT OFFICE Is there such a thing? And what would it be like? SHARE Magazine asked the expert himself: – Describe the perfect office with just three words. Not a full sentence, just three words. What would be your choice, and why?

Knowing how to utilize and optimize the office space is key because right now this space is how we can attract and unite talented people to want to work with us.

James Loh looks at me, smiles and folds his hands as he thinks.

– Innovative. Calm. And warm.

JAMES LOH // SCA Design Pte Ltd

Most people would certainly pick his first

FA CT

SCA Design

SCA design has been one of Singapore’s leading corporate solution providers since 2001. SCA Design is a multi-disciplinary commercial interior design and office fit-out company, providing innovative and effective workspace solutions for the corporate business market.

choice as everybody wants to work with innovative companies. But his second and third choice suggest there is more to the perfect office than just pure performance and creative thinking.

– Being innovative means being able to change the game, and that’s what we’re always trying to do. It is also about how we engage people in a space that allows them to calm themselves down, to feel

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warm, to feel like a team. Nobody likes to enter a place where the tension is high and stressful. It puts you on alert and immediately starts to wear you down. We need to create a space where people think «this is where I want to be right now». I believe these key points are vital to making the space I would describe as the perfect office.

SBS // A HOME FOR PROGRESS

A HOME FOR

PROGRESS

SINGAPORE IS IDEALLY GEOGRAPHICALLY LOCATED FOR COMPANIES WITH AMBITIONS TO EXPAND THEIR BUSINESS ENTERPRISE FURTHER INTO ASIA.

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SINGAPORE

FREDERIK FOGSTAD, CHIEF EXECUTIVE OF SB SEATING’S BUSINESS OUTSIDE EUROPE.

IN THEIR QUEST FOR NEW BUSINESS OPPORTUNITIES, SB SEATING LANDED IN ONE OF THE WORLD’S MOST INNOVATIVE AND EXCITING CITIES, SINGAPORE. Home for Business. Home for Innovation.

Home for Talent. Singapore’s three-pronged strategy is the direct reason behind the country’s financial and commercial success.

According to the World Bank, not only does the country rank as «the easiest place in the world to do business», Singapore is also ideally geographically located for companies with ambitions to expand their business enterprise further into Asia.

Supporting this view is Frederik Fogstad, chief executive of SB Seating’s business outside Europe. He explains why the choice fell on Singapore as «the gateway» to getting a foothold in Asia for further expansion into the region.

– We conducted thorough analyses and market evaluations. A simplified and facilitated system for establishment, combined with the fact that we found a suitable Pan-Asian dealer with an extensive network, were the decisive factors when we chose Singapore. The progress so far has met our expectations well, and we are optimistic concerning the future possibilities for us and Scandinavian design in Asia.

From working with only one partner, SB Seating has moved on to invest in their own location and staff, and opened

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an elegant showroom. In addition to a growing interest in «Scandinavian living», Frederik thinks that the rapid growth can be attributed to an increased demand from international customers.

– In the beginning we received the largest orders from local branches of Scandinavian companies. We supplied, amongst other things, chairs to DNV’s magnificent new HQ in Singapore and to Telenor’s offices in Myanmar. Over time we have established good connections and a valuable «pipeline» into the market, and we are increasingly getting prestigious commissions

from international customers. In 2015, a privately-owned American agricultural giant provided our largest single order.

Singapore was SB Seating’s first stop in Asia, but it will by no means be the last.

In the years to come, the Asian market will become ever more significant, and predictions based on demographic analyses estimate that by the year 2030, two thirds of the world’s middle classes will be based in Asia. An estimate which, should it be accurate, will make the region a strategically very significant market place.

Up until now, SB Seating has focused exclusively on strengthening their position in the B2B market, but there are plans to step up the activity towards consumers.

– Even though the prerequisites are already there for a very large and attractive market for B2B, there is reason to believe that there is future potential in a middle class which is growing both in size and in terms of disposable income – hungry to adopt western style living in their homes.

Recently we started a project targeted at costumers through our retail outlet, and so far this is looking very promising. A brand new campaign was launched on 2 January 2016, in order to create interest and generate sales both in the high street, through selected online shops, and not least through social media. We’re going to be focussing on ensuring a solid basis for SB Seating in the years to come, Frederik concludes.

SB SEATING // IN THE LOOP

IN THE

LOOP

SCANDINAVIAN BUSINESS SEATING HAS IMPLEMENTED SEVERAL TRIAL PROJECTS TO FIND OUT HOW CIRCULAR ECONOMY CAN GIVE THEIR CHAIRS «ETERNAL LIFE». AND THERE IS NO TIME – OR WASTE – TO WASTE. «The circular economy is touted as a practical solution to the planet’s emerging resource crunch», concludes the British newspaper The Guardian1. The combination of excessive consumerism and scarce resources means that we have to think differently.

– Circular economy prolongs the anticipated lifetime of the products, and eases the pressure on a planet under enormous strain. The Earth’s resources are finite, and as a global player we must and should set a good example, says Ola Amer Tjade, Business Development Manager, Products & Brands in Scandinavian Business Seating. He’s 1 2

in charge of the work to find out how Scandinavian Business Seating can best adapt to the circular economy of the future.

In his opinion, the greatest challenge will be to find feasible and profitable solutions which makes a circular business model possible in real terms.

To think comprehensively from the first design and production all the way to use and reuse.

– Circular economy is an exciting business opportunity, but at the same time a demanding readjustment because it affects so many different stages in various ways. We must, right from the very first sketch, have a plan for each individual component of a new product

and how to make that part of a long-term cycle.

DESIGNED FOR DISASSEMBLY In June 2015, Scandinavian Business Seating acquired the Dutch company BMA Ergonomics. BMA has practiced circular economy for many years and built up a well-functioning, profitable system for taking back its chairs. The factory in Zwolle has a dedicated disassembly line where the chairs are disassembled, and parts and components are checked and cleaned. The parts are then either reused in «second life» chairs, or defective parts are sent back to suppliers for recycling.

GREEN AMBITIONS The EU are ambitious in its work for a sustainable future.

In December 2015 it launched an action plan for circular economy, and has announced forthcoming directives. The EU believes that the Circular

https://www.theguardian.com/sustainable-business/10-things-need-to-know-circular-economy http://ec.europa.eu/environment/circular-economy/index_en.htm

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RECYCLING

Economy offers an opportunity to reinvent our economy, making it more sustainable and competitive. This will bring benefits for European businesses, industries, and citizens alike. With this new plan to make Europe’s economy cleaner and more competitive, the Commission is delivering ambitious measures to cut the use of resources, reduce waste and boost recycling2.

– What was previously regarded as waste, should instead be seen as renewable resources.

In this way materials can be kept inside a closed circle and breathe new life into both new and old products, says Ola, adding that a good circular cycle will rely on Scandinavian Business Seatings’ credibility and ability to accommodate future needs.

– We’re already very good at maintenance and recycling.

To pinpoint the opportunities offered by circular economy is a completely natural extension of our environmental strategy. Scandinavian Business Seating has a clear target to increase the total percentage of recycled

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materials from its products to 60 % by 2020, and we are already fully committed to trying out different models for circular economy in Oslo and the Netherlands. Right now we’re in the middle of an extensive learning process.

But we’re learning fast.

DIRECT

INDIRECT

OTHER INDIRECT

1

1

2 Electricity purchased for use in offices and factories

1) Fuel used by vehicles in the company 2) Fuel used in factories

2

1) Purchased transportation services 2) Business trips

Scandinavian Business Seatings’ products come with a 10-year guarantee, and 95 % of the materials used in the production are recyclable. Scandinavian Business Seating are already market leaders in recycling materials, but wish to get even better. The company hence has a clear target to increase the total percentage of recycled materials from its products to 60 % by 2020, and is currently trying out different models in Oslo and the Netherlands.

FIVE (5) ECODESIGN CRITERIA

1

LOW WEIGHT Less material consumption • weight optimization

2

FEW COMPONENTS Integrated functions • resourceefficient solutions • fewer tools • fewer prosessser • less packaging and transport

3

RIGHT MATERIAL Avoid harmful and toxic materials • increased use of renewable and recycled materials

4

LONG LIFETIME Reducing the need to replace our chairs • timeless design • high quality • flexible settings • replaceable wear parts

5

CLOSED LIFECYCLE – DESIGN FOR DISASSEMBLY Preserving materials in closed loop • easy disassembly • branded parts to facilitate sorting for recycling

THREE (III) FOCUS AREAS CLIMATE Lowest ”carbon footprint”

RESOURCES Reduced use of resources and reduced waste

HEALTH Reduced use of toxic chemicals

SB SEATING // ALWAYS ON THE MOVE

HÃ…G ALWAYS ON THE MOVE

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HÅG – THE STORY

THE STORY OF HÅG IS A STORY ABOUT INNOVATION AND THE CONVICTION THAT FULL FREEDOM OF MOVEMENT IS ESSENTIAL FOR SITTING CORRECTLY. HÅG HAS CHALLENGED CONVENTIONAL METHODS AND EMBRACED LATERAL THINKING. HOWEVER, FIRST AND FOREMOST IT IS THE STORY OF AN ICONIC BRAND AND A WORLDWIDE PRODUCER OF OFFICE CHAIRS.

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SB SEATING // ALWAYS ON THE MOVE

1981 SPLIT

HÅG was founded in Oslo in 1943 as a tubular steel furniture company by Håkon Granlund. In the 1950s and -60s, the company manufactured a series of reasonable kitchen and office chairs in sturdy materials. Around 1957, HÅG relocated to Røros, where the company quadrupled its production in just four years. The early 1970s were a financially challenging time for HÅG as the demand for tubular steel furniture fell, and the company had to adjust its production accordingly.

In 1975, Torgeir Mjør Grimsrud was appointed the new CEO. He modernised HÅG and ensured its continued operations.

At approximately the same time, Peter Opsvik started working as a freelance designer for the company. His first offering was the office chair 2010 (1974).

This kicked off a collaboration which has lasted for 40 years.

1960 SUVERÉN

ERGONOMICS BECOME A CORNER STONE In 1977 HÅG invited the Danish doctor A.C. Mandal to hold a lecture. The previous year he had written an article about chair design and chronic back pain. This led to a collaboration between HÅG and Mandal on the ergonomic chair 2000/ Docs with a “fluid” tipping seat. Since then, HÅG has made its mark as a manufacturer of ergonomic office chairs.

1977

HÅG TIMELINE 1943: Founded by Håkon Granlund.

1950s and -60s: Manufactures a range of reasonable kitchen and office chairs in sturdy materials.

2000/DOCS 1957: Relocates to Røros and quadruples the production in four years.

1970: Harder times, financially speaking. A fall in demand leads to adjustments in the production.

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1982

BALANS ACTIV SENIOR

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SB SEATING // ALWAYS ON THE MOVE

HÅG CAPISCO Peter Opsvik’s office chair HÅG Capisco was in many ways the starting point for HÅG as an internationally focused design company. HÅG Capisco was innovative because of its sculptural form, but more importantly because it encourages a whole range of dynamic sitting positions.

The chair has become a modern furniture classic, which on several occasions has been further developed, most recently in 2010 with the HÅG Capisco Puls.

1984

HÅG CAPISCO

Following the initial phase, Kode Design was invited to develop the chair further along with HÅG’s product developers, in a project that lasted for more than three years. In 2009, HÅG Futu was awarded the Norwegian Design Council’s Environment Award. The collaborative work has been carried on with the development of several office chairs, including HÅG SoFi (2012), which was developed in cooperation with Powerdesign and Frost Produkt.

2000 HÅG H05

2003

CREATIVE WORKSHOP In the mid-2000s, HÅG took yet another direction when 10 designers were invited to a creative workshop in connection with the start of the development of the chair HÅG Futu. This collaboration resulted in a scientifically founded mapping project of what HÅG wanted to address to the consumers with the new chair HÅG Futu.

An important conclusion was amongst other things that one should carry on being faithful to the brand product HÅG, but in a more reduced design language.

HÅG H09

2008

HÅG FUTU 1020

HÅG TIMELINE 1975: Torgeir Mjør Grimsrud is appointed CEO. Modernises HÅG and ensures its continuing operations. Peter Opsvik starts as a freelance designer at HÅG.

1977: The turning point. The Danish doctor A.C Mandal holds a lecture at HÅG about chair design and chronic back pain. This leads to a cooperation between HÅG and Mandal, which results in the chair HÅG 2000/Docs with a fluid tipping seat.

1984: HÅG Capisco is launched, marking the beginning for HÅG as an international design company.

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MATS LINDER // INTERVIEW WRITER AND AUTHOR MATS LINDER WANTS TO FOCUS ON DESIGN AND ARTS AND CRAFTS FROM THE SCANDINAVIAN COUNTRIES. HE RUNS THE WEBSITE MATSLINDER.NO, WORKING TO PROMOTE INTEREST FOR AND KNOWLEDGE ABOUT DESIGN FROM SCANDINAVIA BY PUBLISHING DESIGNER BIOGRAPHIES, COMPANY REVIEWS AND REPRODUCING OLD ADVERTISING.

SUSTAINABLE AND ENVIRONMENTALLY FRIENDLY SOLUTIONS The hallmark of HÅG products is the highest degree of technical and designorientated solutions. The design of HÅG is based on the Scandinavian Business Seating cornerstones: Design, human factors and ergonomics, sustainability and quality. Scandinavian Business Seating focuses on sustainable environmental thinking and a manufacturing system using as many renewable resources as possible, generating the lowest possible carbon emissions.

Which marks has HÅG made on the Norwegian design map?

– Firstly, HÅG is a «stayer». HÅG has proved that the company is viable, and despite a number of problems over the years, it has managed to steer its way out of those and built itself up to be bigger and stronger. Apart from that, what is most evident is that HÅG’s products have an independent signature. Design and functionality are linked in a good way. The products are intuitive. This is particularly noticeable in the Capisco.

Interest for Scandinavian design has grown considerably abroad in the last few years.

Do you have any thoughts on why that may be?

– Like most things in life, things come in waves. Fashions and trends take over from one another. The best things from Scandinavian design culture have been adapted to us human beings without claiming to be anything other than what they actually are.

You write in your article that Torgeir Grimsrud took over as CEO and modernized HÅG: can you tell us about some of the measures he took in order to ensure the future survival of the company?

– From what I’ve been told, Grimsrud’s first ten-year stint in particular was characterized by visions and ideas for establishing a strong brand name based on thinking outside the box. The Balans concept and ergonomics were put in the driver’s seat.

Grimsrud was bold and gave the designers great freedom. He also took a considerable risk by displaying experimental furniture which wasn’t always rooted in a thought of achieving great sales volumes. I doubt that this would have worked for a company the size of HÅG nowadays.

The trio Torgeir Grimsrud, Peter Opsvik and A.C Mandal; to what extent did they shape the brand name HÅG? – If it hadn’t been for the fact that HÅG in the 70s set its focus on ergonomic seating, I’m not sure that HÅG would have been as big as it is today. Or that it would even have survived. From the 70s it has become increasingly difficult for the Norwegian furniture industry to stand up to international competition. HÅG also appears to have invested great resources in developing strong and viable models. You don’t look at what’s flavour of the month, but choose instead to look at how you want to influence the market. That’s what separates a company that wants to lead the field from one that copies others.

2012 HÅG SOFI

2000: HÅG launches the office chair H05.

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As you have written, it was the Capisco that got HÅG off the mark as an international design company. Since then, has any other Norwegian-designed seating furniture enjoying similar international attention come onto the market?

– I can’t really comment specifically on that without having compared material from other Norwegian furniture companies. But based on what I know, I doubt that there are other individual models within this segment which can compete with the Capisco.

I think it’s interesting that HÅG has chosen to develop the Capisco further and that they have such faith in that model. It also says a lot about the importance of investing a lot of time and resources in product development. In that respect, many companies have a lot to learn from HÅG. Mats Linder runs the publishing company Form Forlag with colleagues, to publish books about Norwegian design. He is currently out with the book «Raastad & Relling».

2005: HÅG invites 10 designers to a creative workshop in connection with the development of HÅG Futu.

2009: HÅG Futu wins the Norwegian Design Council’s Environment Award.

2012: HÅG launches Sofi.

SB SEATING // DESIGNING WELLBEING

DESIGNING

WELLBEING

BY JOHN HARGREAVES

A KEY PART OF THE WORKSPACE DESIGN PROCESS IS TO DEFINE AN UNDERSTANDING OF THE WORK BEING CARRIED OUT BY STAFF. MANY WORKPLACES INVOLVE SEDENTARY POSTURES, ALTHOUGH POSTURAL VARIATION AND RANGE ARE THE IMPORTANT FACTORS. IN ORDER TO DESIGN A ‘FIT FOR PURPOSE’ WORKPLACE, YOU NEED TO CAREFULLY REVIEW USERS TASKS AND ACTIVITIES AS PART OF A WORK STUDY AND THEN DEVELOP A DESIGN THAT CLOSELY SUPPORTS THIS. OBSERVE AND IMPROVE A key part of any workplace study is to carry out on-site observations and semi-structured interviews with users, to gather the data to help define the requirements. Often project teams are unaware of how many of the subtleties in different work routines, need to be supported by careful workplace design.

There are many decisive factors to consider, e.g. teamwork, privacy, concentration and important human factors in

relation to noise, lighting, temperature, room layout and space allocation etc. So as we start to unpick the arguments for studying the work before designing the workspace, we begin to realize that just selecting a furniture range and spaceplanning it into position is risky, because it is highly likely that the arrangements won’t be fit for purpose and will actually work against staff performance. Users also need to be carefully involved in the process and help to select options for

the workplace. This is often felt to be too hard, although there are several good techniques that can be used to reduce the stress of involving staff in these decisions. There is a word for this approach to workplace design and it is called ergonomics.

REDUCING RISKS So by now you should be starting to understand that the way users work can really help define a workplace that supports comfort and performance.

One of the key elements of any good workplace is seating. The most efficient way to reduce the risks associated with sedentary postures, is training users to understand how to keep changing their sitting position and make better use of their seating. The RH400 is a great example of a performance seat, although the investment is only the starting point for a journey of staff engagement and learning. Running effective user centered workshops can help improve WINTER 2017

WORKPLACE DESIGN

FA CT

the selection and usage of seating, and this philosophy should be expanded to the complete workplace. Once a suitable seat has been selected, it is very important to define a suitable desk. The desk is another factor in supporting a good working posture that will have a positive impact on com-fort and performance.

The desk must provide a good fit with the seat, allow for a comfortable arrangement of equipment that supports appropriate viewing distances and reach envelopes. This is especially true for staff with multiple displays that also need to used other items like files and folders.

You can then look at room layout, space, lighting specification and acoustics to improve other elements of the working environment.

THE EVIDENCE There have been several successful projects run with UK emergency services, where this type of workspace project has delivered excellent results with an increase in staff satisfaction and reduction in sickness. These dimensions are hard to measure because there are many contributory factors that affect satisfaction, e.g. work load, poor software, a change to business process and all are interrelated.

There are certain qualitative techniques that can be deployed to define satisfaction, before and after a workplace redesign, offering clients some insight into how effective the new arrangements are.

In a workplace study undertaken for an ambulance trust, it became apparent that the current ‘ergonomic’ seating was not very suitable. The seats did have a great range of adjustment and where actually sold as 24-hour ergonomic chairs, but on closer scrutiny the lumbar support was ineffective and there were hard edges on the seat and backrest that cause real discomfort problems. There were also other issues in relation to poor shoulder and neck support and once the workplace study was complete, it became

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John Hargreaves

John Hargreaves is a specialist ergonomist, who has been helping project teams and users design their workplaces with human factors for over 20 years. He has an excellent understanding of people and their work processes and how to deliver improvements in comfort and performance through workspace design. Send any questions to johnh@ham.co.uk or log onto www.ham.co.uk

The most efficient way to reduce the risks associated with sedentary postures, is training users to understand how to keep changing their sitting position and make better use of their seating. obvious that a different style of chair was needed to provide a better fit with the work routines of users. There were also problems with noise, and the workplace study identified this was related to a poor room layout. The Trust invested in the RH400 unit and many users reported an immediate improvement in their comfort.

Other users initially mentioned muscular pain in their backs, but later realized this was probably because the new seat was making them sit correctly and their body just needed time to get used to this.

A new room layout was implemented and this reduced problem noise and overall staff satisfaction with the work-

space increased. The trust was able to attribute these changes to a reduction in staff sickness in the following months of occupation.

INVESTING IN PEOPLE There are many contributing factors to good workplace design, and a holistic approach is really needed if the new space is going to support users with their comfort and performance. Classic problems come from inappropriate seating, poor room layouts, difficult visual environments, noise and air handling specifications that just cause problems.

One important factor is to ensure good user engagement to define and target issues at the beginning of a project and then these can be dealt with. It is really important to ensure that your new workplace is suitable, because staff comfort and performance are now well known factors in relation to enabling an efficient and effective workforce.

SB SEATING // THE VISIONARY CASTLE

KONTORRAMA’S NEW SHOWROOM IS A TRULY MAJESTIC EXPERIENCE. THEY HAVE TRANSFORMED AN OLD ABANDONED FACTORY INTO A PALACE FOR MODERN INTERIOR. THERE IS A NEW KING IN TOWN.

8

September 2016, Oslo, Norway. The grand opening of Kontorrama’s newly refurbished showroom in the old building that used to house Timms Reperbane, a company manufacturing rope. Businessman, art collector and owner of Timms Reperbane, Christian Ringnes, addresses the assembled party in loud and flowery terms.

– This building was far from a joy to behold. I had some good tenants who stayed the course, but it looked pretty awful. So, when I heard that the place was going to be showed to Kontorrama, I thought; this is never going to work out! Surely no one can be so visionary that they can delude themselves into thinking this horrendous monster of a building with its tacked-on windows and tarmacked floor can be turned into a castle!

LOVE AT FIRST SIGHT However, a little 2000 m² kingdom it turned out to be. Because someone had the ability to look past the paint-flaking walls and tarmacked floor. They spotted the opportunity to transform the derelict building into – in the owner’s own words – their own «castle».

CASTLE

THE VISIONARY

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DESIGNING KONTORRAMA WELLBEING

BEFORE AND AFTER KONTORRAMA HAS TRANSFORMED AN OLD ABANDONED FACTORY INTO A PALACE FOR MODERN INTERIOR.

Barely 632 meters as the crow flies separate the old showroom from the new, but in terms of quality the new premises are lightyears ahead.

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SB SEATING // THE VISIONARY CASTLE

Surely no one can be so visionary that they can delude themselves into thinking this horrendous monster of a building with its added-on windows and tarmac floor can be turned into a castle!

CHRISTIAN RINGNES // Businessman, art collector and owner of Timms Reperbane

– This place hit the right spot with us straight away. To transform it was obviously a very extensive job, but it was also very rewarding.

Kontorrama’s CEO Odd Bjørn Sæter for one, spotted the building’s potential from the very first viewing. The sight that met them could have been enough to scare anyone from wanting to spend as much as a single krone, but for Kontorrama it was love at first building site. And, after they moved in, their interest hit the roof.

– The drive was pretty good beforehand, but this year it’s exceeded all expectation. Barely 632 meters as the crow flies separate the old showroom from the new, but in terms of quality the new premises are lightyears ahead, enthuses Odd Bjørn.

A WORKED-THROUGH CONCEPT The new premises appear open and spacious, with large windows and high ceilings, and a playful interior composition that follows the building’s industrial feel from start to finish. Details which reveal a considerable room for creative input and ideas internally in Kontorrama.

– The concept was thoroughly put together and well thought through, and all the employees contributed to shaping the premises, explains Odd Bjørn, adding that he has never seen a similar showroom anywhere. So far.

Kontorrama drew a lot of inspiration from the history of the building. Amongst other things, all the rooms have names based on its previous incarnation as a rope factory. They also preserved many of the old, rough details in the new design, creating a contrast to the modern interior.

The size is considerable too. As much as 2000 m² is dedicated to a combination of showroom, warehouse and administration. And on the day of the opening, Kontorrama’s different-thinking staff would not settle for the traditional ceremony of cutting a red ribbon.

– Oh no, we gave the landlord a newly sharpened axe and let him chop through a rope, much to the amusement of the audience, Odd Bjørn says.

KONTORRAMA LIKE TO THINK DIFFERENTLY Hence they have a bespoke poem displayed on the wall to the joy of both staff and visitors, naturally inspired by the building’s former inhabitant Timms Reperbane. Here’s one of the verses: A hawser of ropes over ropes we shall twirl into a primal force that holds when the storms hit Our strength from wires and ropes will hold and tie us together where the ropes are set

Roy Erik Hansen

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Kontorrama

Kontorrama supplies furniture to companies and public spaces, mainly in Greater Oslo, and represent most acclaimed European manufacturers, including Scandinavian Business Seating. The company recently moved into the old premises of Timms Reperbane in Bryn, Oslo. Here, the showroom, warehouse and administration have been assembled under one roof Kontorrama supply furniture to companies and public spaces, mainly in Greater Oslo, and stock most acclaimed European manufacturers, including Scandinavian Business Seating..

KONTORRAMA’S STAFF PLAYING TUG OF WAR AT THE OLD ROPE FACTORY.

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SB SEATING // MOVEMENT MATTERS

MOVEMENT MATTERS NEW SCIENCE HAS OUTRUN THE OLD PRESUMPTION THAT YOU NEED TO SIT IN ORDER TO LEARN. PUPILS WHO DID SOME PHYSICAL ACTIVITY ADAPTED TO THEIR MATHS- AND LANGUAGE-LESSONS LEARNT MORE IN A SHORTER PERIOD OF TIME AND WERE HAPPIER AT SCHOOL.

BACK TO BASICS «The working day» of children is incredibly diverse and active. However, the older they get, the more often they are asked to «sit still», going against the grain of all recent research results. The body as well as the brain needs movement. A lot of movement. No one, child or adult, is made for a sedentary lifestyle. The correlation between physical activity, intelligence and health is well documented1, and this knowledge will be decisive for what kind of daily life we can offer the pupils of the future. And the workers.

Movement and cognitive learning never stop. The earlier it comes in, the more pleasure it will give you for the rest of your life.

A group of scientists from the Netherlands2 recently published a whole range of interesting findings from an extensive study. They were able to prove that more movement in maths and language lessons led to pupils acquiring 4 months of extra learning in the span of two years3.

The result was as astonishing as it was unsettling, because it proves that certain measures are urgently needed. The norm at most European schools is generally little physical activity and sedentary school days. According to the EU’s BeActive blog, European children spend as little as 5 % of their school hours doing physical activities, and less than 10 % of pupils achieve the WHO’s minimum requirements for physical activity4.

Little physical activity is also reflected by poorer performances at school.

The findings of the Dutch study got the alarm bells ringing amongst professionals who want to improve the teaching environment, and there seems to be a broad consensus for introducing more activity in schools. – As a manufacturer

of chairs, we also have a responsibility to ensure movement and increase knowledge of ergonomics, in schools as well as in the workplace, says Christian Lodgaard, SVP Products and Brands, in Scandinavian Business Seating.

WHAT WORKS Author and ideas historian Johan Norberg writes about the effect of cardio exercise on adults in his book Vår utrolige hjerne (Our Amazing Brain).

Cardio exercises improve memory, problem-solving abilities and responsiveness in adults. In children between 4 and 18, there was a clear correlation between improved stamina and almost all cognitive targets, from verbal tests to problem-solving and mathematics.

In the workplace you see the same results when you increase the total amount of physical activity during the day. It doesn’t help to exercise three times a week if you sit for more than nine hours a day. We all need movement, the young as well as the old. And fortunately there are few who will claim that cognitive learning is a prerogative of the young. What helps is more movement. Frequent breaks from a sedentary work position, preferably every hour, make a big difference5.

HOMEWORK Children who are physically active, will gain a whole range of health advantages, and many of these may be difficult to catch up with in later life. With the level of activity generally falling all over the world, it is important that parents contri-

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SCIENCE

bute to giving their children good and positive workout routines.

The fact that schools too should try to prioritise physical activity and movement is not just about learning outcomes. All educational institutions and workplaces should set a good example and signal the advantages of living an active life.

Not all values should be measured in grades and net income after tax. The health gain is in the long term more important for a prosperous society, which is supported by the conclusions reached by the scientists behind the Dutch study: «As we celebrate movement as essential for human achievement, this study tells an important story to our coming generations. As movement is vital to us all, we continue to point out the potential is has to change our lives.»

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Children + movement in classes = more knowledge gained in a shorter amount of time, improved health and increased wellbeing at school. Do the maths.

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Active education

The physical activities the children performed were connected to the teaching, but very much «ordinary» activities for children. The pupils did things such as shadow-boxing, running/walking fast on the spot or other diverse exercises related to their tasks. The physical activity became a natural part of the learning process.

1 https://www.regjeringen.no/no/dokument/dep/kd/rapporter_planer/aktuelle-analyser/aktuelle-analyserom-andre-tema/barn-i-bevegelse-larer-best/id711875/ 2 March 2016, VOLUME 137 / ISSUE 3 Physically Active Math and Language Lessons Improve Academic Achievement: A Cluster Randomized Controlled Trial (Marijke J. Mullender-Wijnsma, Esther Hartman, Johannes W. de Greeff, Simone Doolaard, Roel J. Bosker, Chris Visscher) 3 In a period of two years 499 pupils from 12 different school at 8.1 years in average took part in three weekly classes with movement as part of teaching. All schools had an equal amount of control classes that did as before. It is well known through other studies that movement has a short term positive effect on learning. This is one of few studies until now that has made a long intervention and evaluated academic achievement.

4 http://blogs.ec.europa.eu/week-sport/category/education/ 5 https://www.nrk.no/livsstil/_-a-sitte-er-like-ille-som-a-royke-1.11428352

SB SEATING // A GAME OF CHAIRS

A GAME

OF CHAIRS CIRCUMSTANCE. LUCK. FATE. CALL IT WHATEVER YOU LIKE, BUT WHEN PEOPLE WITH THE RIGHT MINDSET COME TOGETHER IT WILL CHANGE THE WORLD.

ELEVEN YEARS AGO In the years approaching 2005, when all office chairs started to look more and more alike, it was a growing concern, but also a window of opportunity emerging for Scandinavian Business Seating.

Herman Miller had just launched the Aeron, a radical departure from convention. A true sitting machine, with all its complexity fully visible on the outside, and mesh seats and backs. Soon practically every manufacturer followed in their footsteps except Scandinavian Business Seating. It was time to think differently.

– In keeping with our tradition as innovators of the industry, when the next portfolio developments were planned, the need to depart from what was commonplace was strongly felt. And we needed to own every part of the designs, to have complete freedom to reuse platforms and work with different designers, says Christian Lodgaard, SVP for Products & Brands, Scandinavian Business Seating.

DEFINE AND REFINE Following extensive insight-research and preparations, a team of Scandinavian Business Seating’s best internal resource people, along with the most skilled external designers, gathered prototype tools, materials, CAE work stations, drawing equipment and a chef, and set off to a farm in Lennartsfors in Sweden.

Their task was to come up with a concept so remarkable that it would change the innovation path of the company. After a week, working around the clock, it was accomplished. A new concept saw the light of day.

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GAME CHANGERS

tradition defined by the Aeron was chosen.

The team decided on a design strategy that is more human, less machine. Chairs that are welcoming, comfortable and warm, and where the complexity is hidden.

Scandinavian Business Seating’s VP for the Environment Atle Thiis-Messel was part of this special ops designer team but at the time he worked for Tandberg, a former Norwegian electronics and technology manufacturer, now Cisco’s telepresence division. He has good memories of the exceptionally productive trip to Lennartsfors, though concedes that it was at times a demanding task.

– We worked practically around the clock to solve the challenges. The artistic process was heavy-going with lots of ups and downs and many tough discussions, but at the same time an incredibly satisfactory and rewarding challenge offering amazing Eureka moments along the way. I remember one evening in particular very clearly. Whilst the others were taking an artistic break over a beer or a video game, I happened to overhear the facilitators from KODE Design having a discussion. They were pretty frustrated and were confronting each other with a «What do we do now? This is heading in all directions». However, the next morning they called a meeting, in which the issues were presented and solved in unison. A strategy to depart from the somewhat alienating sitting machine

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Out of this came three concepts.

ALPHA. BETA. GAMMA. The team decided on a design strategy that is more human, less machine. Chairs that are welcoming, comfortable and warm, and where the complexity is hidden. These elements are still considered future-proof, and remain in the design philosophy for HÅG, even today.

– The Alpha was the mid-segment positioned chair, and the one Scandinavian Business Seating chose to develop first, and in 2008 launched as the HÅG Futu.

It was the first chair from SB Seating to win the international Red dot award, one of numerous awards bestowed upon the chair, including the Good Design Award (a US-based award, founded by Charles Eames and friends), the Norwegian Design Council’s award for design excellence, and for the most environmentally friendly product, says Atle.

EPILOGUE How do you spark innovation? And what are the driving factors behind our creative forces? From a business point of view, innovation is very often synonymous with taking risk. It means stepping into uncharted territory without a guide or a map, with nothing to rely on but your own skills and knowledge. Yes, it can be scary, but also very productive. The story of Lennartsfors began with the recognition that Scandinavian Business Seating had to do something fundamentally different.

And this will continue in light of the unique solutions the assembled party reached.

– The story of the excursion to Lennartsfors is interesting to tell because it introduced a new form of cooperation between the designer and the company, one which, though demanding, I am absolutely convinced is considerably better – because we have seen it so many times before.

We have to acknowledge that none of us, not even the most talented, is clever enough to embrace all the processes involved in an entire product, as the knowledge required within numerous fields is too rich and extensive. That there should be a «lone genius» out there with the answers to everything is a very romantic, though unlikely notion. It’s also incredibly naive! Even the smartest among us rely on the expertise of others to be able to manufacture something that’s good enough for the human body, environmental enough to approach full sustainability and at the same time industrially functional and pretty enough for you to want to keep the product for a long time, says Christian.

When time came to develop the next model on the platform, the Beta, Scandinavian Business Seating chose to start the concept development afresh, but to execute it using the same strategic foundation as conceived in the G4 development. This chair was launched in 2013, and named the HÅG Sofi.

FA CT

The game changers from Lennartsfors

Katinka von der Lippe (Think, now at Eker Design), Frode Myhr (Norway says), Atle Thiis-Messel (Tandberg, now VP Environment with us), Leif Isachsen & Marianne Støren Berg (Kode Design, now Halogen & AHO respectively), Magne Høiby (now Halogen), Oscar Johansen, Øyvind Utstøl, Jørgen Holo (Kode Design, now Halogen), Cecilie Frostad Egeberg og Haydn Evans (now Livework studio).

SCANDINAVIAN BUSINESS SEATING COMPANY MAGAZINE

WINTER 2017