NORR11
At the furniture company NORR11, it is important both to dare to think innovatively and sustainably, while remaining true to the Danish design heritage.
Simplicity, natural materials, and clean lines. Scandinavian furniture design has been taking the world by storm in recent years.
Behind the success are a number of dedicated furniture manufacturers who must bring design and craftsmanship together seamlessly. One of them is NORR11, based on Østergade on Strøget in Copenhagen. Here, both management and the design team are fully engaged in exploring the possibilities within 3D printing. This is what the company’s CEO, Magnus B. Magnusson, says.
“For us, there is absolutely no doubt that 3D printing will, going forward, become a natural part of our approach to production and sustainability. Especially when it comes to prototypes, which today have to be shipped back and forth between Asia and Europe, it is obvious that we can significantly reduce both waste and transport costs by producing our own 3D prototypes in Denmark.”
In addition to reducing environmental impact, 3D printing can also make a significant contribution to reducing lead–time for new products, Magnus B. Magnusson explains:
“To survive in the furniture industry, you MUST be ready in time for the major furniture fairs, and there are also extremely tight deadlines when products have to reach retailers. We know that even small mistakes can cause massive delays with major financial consequences. Quite simply, it is a vulnerability in our entire business model that 3D printing can help eliminate.”
Even when it comes to major interior design projects, 3D technology can be a game changer, Magnus B. Magnusson says:
“When a customer asks us to pitch a tailored interior design project, we know they will want to see a prototype very quickly. The problem is that it can easily turn into a nightmare when adjustments have to be sent back and forth between continents. Here, 3D printing can give us a completely different level of flexibility, because we can make changes immediately. Again, we can eliminate both transport and cumbersome business processes. For individual prototypes, we expect to be able to reduce time-to-market by up to 120 days, which would be of incredibly high commercial value.”
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In addition to producing prototypes, NORR11 has long since begun incorporating 3D-printed components into its final designs:
“Right now, for example, we are looking at the furniture feet or ‘pads’ that, among other things, sit under our stainless-steel sofa frames. Here we cannot use standard solutions, partly because the steel is sharp, and partly because we insist that everything must feel premium all the way through. We can achieve all of that by using 3D printing. It is not just a convenient solution—it is actually also a method for completing and improving our designs.”
Overall, according to Magnus B. Magnusson, it has been an eye-opener to discover 3D technology with expert guidance from Dansk AM Hub, Teknologisk Institut and Deloitte:
“Both when it comes to 3D printing and the UN Sustainable Development Goals, we have actually gained a completely new perspective on our business. Even though we are a relatively new company, we have still had our established habits and our ways of doing things. Here, I really feel we have shaken ourselves up and become better at questioning what we do. Because today we have a completely different knowledge and understanding of how 3D technology can contribute to increased sustainability, we are also much better at spotting the opportunities.”
About the company
NORR11
Østergade 17, 2nd floor, 1100 Copenhagen
Number of employees: 26
NORR11 creates timeless furniture at the forefront of design.
How Norr11 will contribute to the Sustainable Development Goals
- Reduce waste by producing its own 3D prototypes in Denmark.
- Use 3D-printed components in the company’s final products.
- Integrate sustainability into all processes.
Facts about NORR11
- NORR11 is a Danish furniture and design company established in 2011.
- The company works especially with younger and innovative designers to carry forward and further develop Scandinavian design.
- The company has showrooms in Berlin, London, Reykjavik and Copenhagen.
- NORR11’s products are sold in more than 20 countries.
- As part of larger interior design projects, NORR11 has helped furnish Skt. Petri Hotel and Restaurant Kiin Kiin Bao Bao in Copenhagen, as well as hotels, restaurants, offices and lounges in, among other places, Reykjavik, Barcelona, Frankfurt, Berlin, Brussels, London and Costa Mesa in California.
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