Bringing classic and modern Scandinavian/Danish style into your life. AND TRADITION has opened a showroom in Shibuya.

Denmark, a Scandinavian country, ranks second in the world in terms of the happiness of its people. It is known as a design powerhouse, and as you all know, it has produced a wide variety of furniture, from masterpieces to modern interiors.

Established in 2010, &Tradition is an interior design brand that evokes such Danishness. The brand offers a fusion of fading Scandinavian classics and contemporary modern design to add color to your life. And Tradition has opened its first showroom in Aoyama, Japan.

Upon entering the showroom, visitors are greeted by a living area that evokes the brand's character.

The lineup includes the Boomerang Chair designed by design duo Vitz & Morgaard, the Bellevue Lamp by Arne Jacobsen, the Mayer Sofa co-designed with Flemming Lassen, the Flower Pot by Vernor Panton, the Little Petra Chair" by Viggo Borsen, and other classic collections.

In the showroom, the past masterpieces are lined up alongside works by contemporary designers such as Jaime Atjon and Space Copenhagen, creating a style that is uniquely "and tradition. Many items, such as wagons, which could not be seen in Japan until now, are also available.

The most popular item is probably the "Flower Pot" by Vernor Panton, a representative Danish lamp from the 1960s. In conjunction with the opening of this showroom, an exhibition focusing on the "Flower Pot" is also being held.

The exhibition featured five new colors: cobalt blue, swim blue, vermillion red, tangy pink, and dark plum, as well as a reissue of Pantone's original black and white wave pattern design from the 1970s. We tend to choose subdued colors, but it is nice to add a splash of color to the lighting.

To find out how to incorporate it, please visit our showroom where you can enjoy the fusion of classic and contemporary design.

Photo_Masaki Ogawa