Minimalist Scandinavian furniture from Design Of

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You might have seen Swedish company Design Of in last week’s round-up of my favourite places to source minimalist garden furniture, and I’m excited to announce that I’ve now become one of its global brand ambassadors! It’s a natural fit for me, as I’ve been following Design Of since it was first created under its original name Domo (short for ‘Design Of My Own’) back in 2014. I’m a big fan of its clean-lined, understated and extremely versatile pieces, which are made from solid steel and include shelving units, coffee and dining tables, benches, chairs, clothing rails and more. In fact I have one of its sideboards in my own home (a few photos below), and it’s ideal for displaying books, ceramics and other treasured objects.

Being a brand ambassador means I’ll be able to share lots of news and styling ideas over the coming months, but to kick things off I chatted to founder Johanna Haglund about her vision for the company and where she finds inspiration. Plus scroll down for details of how you can get 20% off Design Of’s full range of indoor and outdoor furniture until the end of May 2019…

Hi Johanna! Please can you start by telling us a bit about yourself and your background?

“I’m 30 years old and I was born and raised in a small village in Sweden called Konga. My friends would probably describe me as a very positive, driven and creative person, and I love to have several projects running at the same time!”

How did Design Of begin life?

“The idea for the company was born a few years ago, when I wanted to create my own coffee table. I’ve always had an interest in interior design and I wanted to produce a timeless, understated piece that could last for generations. I saw an opportunity to bring my vision to life using the factory connected with our family business, which has been making steel products for decades.”

You’re based in Småland, which looks stunning. Can you tell us more about the area?

“Småland is located in southern Sweden, and if you ask me it’s one of the most beautiful areas in the country! Beyond the towns and cities, there are sprawling forests and sparkling lakes to explore. There’s also a strong entrepreneurial spirit and a strong connection with design – it’s where Ingvar Kamprad, the founder of IKEA, was born and raised.”

How would you describe your collection?

“It’s typically Scandinavian in that it focuses on simplicity and function. Our aim is always to create carefully considered products that can fit into and enhance a wide variety of settings.”

Where do you find inspiration for your designs?

“I’m always inspired by minimalist aesthetics, but I also find a lot of inspiration in nature – many of the colours we use reflect different aspects of Småland’s landscape, for example. For me, the combination of sea and forest is always a winner when it comes to sourcing new ideas and product concepts.”

Do you have any personal favourites from your collection?

“That’s a really hard question to answer, as I love using all our products. But if I had to choose one, I would say the shelf. It’s extremely versatile, and it can be combined with smaller units such as the sideboard and bench.”

You recently rebranded from Domo to Design Of. Why was this?

“We made the change as part of a strategy to create a stronger and more unique identity. We want to stand out in the market and not risk any confusion with other product and brand names. The rebrand was also accompanied by the launch of our online shop, which means people can now buy directly from us as well as via retailers – an exciting moment!”

Finally, what future plans do you have? Any new products on the horizon…?

“My overall plan is to continue designing minimalist and timeless furniture for a long time to come, and to sell it all over the world. We’re currently working on several new pieces too, but you’ll have to wait a little longer for details!”

Thanks Johanna!

All Design Of’s products are available via its online shop and can be shipped internationally. What’s more, readers of These Four Walls can get 20% off until 31st May 2019 – just use the code ‘thesefourwalls20’ when prompted at the checkout.

Images two, three and four by Abi Dare; all other photography via Design Of