Changing the style of your home does not need to be something you only do once in a decade.
With simple, stylish additions of striking colours,
different materials and eye-catching details, The Pure way
you can create a completely new look and feel without replacing or spending a great deal.
Lone Christensen Tannebæk from Pure Culture talks to Scan Magazine about
how to shake things up with the Danish design company’s Spring/Summer collection.
A sharply shaped marble tray adding a stylishly romantic feel to your table top; a delicate white vase that, The Pure way to restyle your home
with a handmade flower protruding from its front,
conveys a pure yet detailed elegance; softly shaped bamboo vases in a striking range of colours to match all moods and seasons
Pure Culture’s new collection combines stylish Scandinavian designs with a bit of inventive bravery and distinct colours.
“First of all, our collection consists of things that we would like to put in our own homes – if we wouldn’t want it for ourselves,
we don’t include it,” says Lone Christensen Tannebæk who is, The Pure way
together with Jette Carlsen, a partner at Pure Culture.
They have run the firm with director Bjarne Carlsen since 2011.
“It also has to be pure with a twist,” Tannebæk continues. “It’s important that it’s something that works with a Nordic style,
but that doesn’t necessarily mean that it’s Nordic – we also draw on special stories, materials and expressions.
Our customers don’t want to buy just one style; they want to be able to mix it to create their own, The Pure way to restyle your home
and that’s why we take a bit of everything: something Nordic, something exotic and something colourful.”
Through this approach, Pure Culture has, thanks to a small dedicated team,
built a strong design profile and a loyal network of vendors all over Scandinavia. Soon, the brand is set to expand further into Europe.
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