100% Norway 2007

This is the fourth time 100% Norway takes place in London, showcasing new and innovative design from Norway. As a result of their participation at 100% Norway, both emerging and established designers have obtained attention from international design and interior publications and have received international awards as recognition of their creativity and fresh vision.

Norwegian design is a relative newcomer in the Scandinavian design movement. Whilst our Nordic neighbours achieved international fame and recognition for their innovative design products, Norway was devoted to the exploitation of bountiful natural resources.

Today, a new generation of acclaimed Norwegian designers, architects and artists is emerging. Our tradition of natural preservation and respect for the environment is often deeply embedded in their work.

Norway is a strong believer in the sustainable management of natural resources, and in the preservation of the environment and its values for future generations. Many of our artists and designers – like the ones taking part in this year’s 100% Norway – carry these ideals as part of their identity, ideals that are powerfully expressed through their works.

At the forefront of this new wave of contemporary Norwegian architecture and design is the Norwegian architecture firm Snøhetta, whose designs excel both domestically and internationally. Snøhetta was heavily involved in last year’s 100% Norway. This year they are back in London having designed the Serpentine Gallery's prestigious summer pavilion in Kensington Gardens together with Olafur Eliasson. 

This annual commission by the gallery, now entering its eighth year, is an ongoing programme of temporary structures by internationally acclaimed architects, and cements Snøhetta and Norway's status as an arena for exciting design. Snøhetta’s latest project in Oslo, the new opera house which is due to open in 2008, is part of EU’s ECO-culture project, which is aiming at a more environmentally friendly approach through energy savings in lighting, heating and ventilation systems.

This emphasis on environmentally friendly solutions in art and design is central in this year’s 100% Norway at Earl' s Court, which features a wide range of Norwegian glass, porcelain and textile design. They all bear witness to the new direction of thought and innovative creativity in Norway. They also show how design can make an important political statement, change people’s minds and carve out a path to a better, more sustainable future.   

The strength of Norwegian design lies within the combination of quality materials and the functionality and simplicity of the object. This is design which makes us reflect upon our values as a nation in a globalised world and our prospects for the future.  

I applaud the participants of this year’s 100% Norway, not only for the exceptional pieces they have on display, but also for taking a stand in our common challenge towards a more sustainable future.