Re-booting a modern classic


When Lundia was founded 1948 it revolutionized Finnish furniture manufacturing. Fast-forward 50 years and the iconic shelving system had seen better days. Rather than furnishing living rooms, it was now furnishing cellars. But in essence, the shelving system was still as smart as when Harald Lundqvist first created it. It was still easy to modify and still made of amazing, strong, Finnish pine.

Working closely with our brilliant client, we brought the shelving system to modern life. We developed a clear concept defined by Lundia’s very own natural material: Finnish pine.

Using a strong visual language and stunning photography, we came up with new ways to showcase the traditional parts of the shelving system, as well as additional Lundia product ranges.

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The consequences were profound. Lundia made a dramatic comeback and found favour with both interior designers and the public at large. As a result of its new, contemporary brand identity, customers looked at Lundia’s design in a completely new way, even though it was still exactly the same product. Further evidence of the brand’s renaissance became apparent when style bible Monocle magazine picked the Lundia Classic shelf as a must-have for every household.

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We produce a large part of brand & product imagery for Lundia in our own studio. We have also collaborated with photographers Anton SucksdorffMikko Ryhänen, stylist Lotta Agaton and interior architect Joanna Laajisto.

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We have built all digital outposts for Lundia, ranging from the complete e-commerce platform to their lively Instagram feed.

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