Muuto’s CEO Anders Cleemann discusses new perspectives on Scandinavian design, and its focus on neuroaesthetics to evoke positive emotions and enhance well-being.
9 September 2024
Top image: Outline Sofa, Post Floor Lamp, Soft Side Table, Rime Pendant Lamp, Visu Chair, Enfold Sideboard and Pebble Rug
Text by Janice Seow
To have emerged as a globally respected Scandinavian design brand in a fairly short span of 18 years says a lot about Muuto, and its ability to deliver fresh and forward-thinking ideas whilst remaining rooted in traditional Scandinavian design values. With the Copenhagen-based company’s CEO Anders Cleemann in Singapore for the launch of Muuto at XTRA, we took the opportunity to learn more from him about the brand’s ambition to deliver new perspectives on Scandinavian design. We also discussed the company’s increasing interest in neuroscience and how they apply it to their designs.
Muuto is committed to traditional Scandinavian design values like enduring aesthetics, functionality, craftsmanship and honest expression. At the same time, we want to expand on this proud Scandinavian heritage. The idea of creating a new perspective in Scandinavian design is to carry this legacy that we have into the 21 century through the integration of modern materials, techniques and bold creativity. In line with this, we collaborate with leading designers like Cecilie Manz, Anderssen&Voll, Studiopepe and TAF Studio to push the boundaries of Scandinavian design.
Neuroaesthetics is a scientific discipline that explores how our brains respond to aesthetic experiences such as art, design and architecture. For example, studies show that engaging in aesthetic experiences can activate the brain’s reward system, increasing blood flow by up to 10 per cent, similar to the effect of seeing someone we love. Such findings underscore the significant impact of design on well-being, influencing mood, reducing stress, and enhancing cognitive function.
The Milan Design Week exhibition you mentioned was a collaboration with Google, Reddymade and the Arts + Mind Lab at John Hopkins University, and it connected our design approach with scientific research. It showed how sensory elements like colour, tactility and light influence emotions and overall spatial experiences, which can in turn help us design environments that intuitively feel right and promote well-being. There were three different rooms, and visitors had to wear wristbrands developed by Google and spend time in each room. Measurements were then recorded to find out which room people felt most at ease.
I went through the process myself and the results were quite interesting. One room was really playful and I thought to myself that this was not where I was most relaxed, but the wristband told me otherwise!
We were introduced to neuroaesthetics during the 2019 “A Space for Being” exhibition. At the same time, you could say that neuroaesthetics describes what we’ve intuitively always been about: creating not just beautiful spaces, but ones that enhance well-being and evoke positive emotions.
In our design approach, we focus on crafting intentional spaces that feel just right. We emphasise how a product feels, looks and sounds – the way it affects the user and the surrounding space. These include meticulous colour choices, use of natural materials to create warmth, and designing interiors that integrate aesthetic expressions into a cohesive whole.
Our work focuses on five key elements: colour, form, tactility, light and nature. These elements are central to how we approach design at Muuto.
Since the 2019 “A Space for Being” exhibition where we explored how sensory elements influence feelings in a space with Google and John Hopkins University, we’ve conducted multiple projects and exhibitions centering on the neuroaesthetics approach.
We’ve also collaborated with leading experts such as Susan Magsamen (John Hopkins University), Ivy Ross (Google), and Rebecca Chamberlain (Goldsmiths, University of London) and continue to build our network by partnering with leading experts within the field.
Neuroaesthetic research has found that humans are naturally drawn to smooth curves and rounded shapes that are pleasant to interact with. This principle is evident in products like Muuto’s Fiber Armchair, Kink Vase, Oslo Lounge Chair and Relevo Rug, which feature smooth, organic shapes that create a sense of ease and comfort. We also emphasise tactile materials because we know that furniture upholstered in tactile textiles enhances relaxation and invites more engagement with the space. Then there’s natural materials like wood and stone. They provide warmth and authenticity, grounding the user in their environment.
Our holistic approach ensures that all sensory elements work together harmoniously, creating spaces that are visually appealing and emotionally nurturing.
Muuto is now available in Singapore at XTRA
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