Is Scandinavian minimalism all we have to offer? What is the true level of ambition for Norwegian design in 2025?

These questions formed the starting point for an engaging and honest conversation during Design Salon at Northern, Bygdøy allé 68, as part of Designers’ Saturday. The panel consisted of Hilde Angelfoss, Nima J. Shahinian, and Kaja S. Dahl, moderated by Guro Røberg – together, they took the audience on a journey through the present and possible future of Norwegian design.

It quickly became clear that Norwegian design stands at a crossroads. The panel challenged established ideas of what design is – and who it is for. The conversation moved from aesthetics to function, from tradition to ambition – and from the commercial to the societal.

Design as a Force, Not Just a Form

A central theme was how design can be more than beautiful – it can be powerful. The panel highlighted design as a tool for social change, emphasizing the need to include more voices, experiences, and perspectives. Diversity doesn’t happen on its own, they said. It requires conscious action and a willingness to challenge historical norms.

Hilde Angelfoss shared insights from her experience in the industry, stressing the importance of connecting design to real needs and users. Nima J. Shahinian spoke about design as a bridge between technology and human values, while Kaja S. Dahl emphasized materiality and sensibility as a counterbalance to the streamlined.

An Unfulfilled Potential

The conversation left the audience with a clear impression: Norway holds an unfulfilled potential as a design nation. We have the competence, the history, and the resources – but perhaps lack the courage to think bigger, broader, and more inclusively.

Design Salon served as a reminder that the future of design is not just about creating beautiful objects, but about shaping societies. It’s about asking the big questions – and daring to offer new answers.

At MATRE, we’re not only interested in discussing the future – we want to create it. And it must be built with more voices, broader perspectives, and bolder ideas.

This is only the beginning.

We look forward to creating more arenas where Norwegian design can be discussed, explored, and developed. The future of Norwegian design is bright, but it requires courage, innovation, and collaboration across generations and disciplines.

A heartfelt thank you to our talented panel and to everyone who joined us. Together, we are shaping a future for Norwegian design that is sustainable, innovative, and inspiring.

Don’t miss our next Design Salon – more information coming soon!