Maison et Objet 2016: Homes of mystery

26 : 01 : 2016 AYTM : Danish : Nordic Design

Paris – Luxury Danish home interiors brand AYTM is challenging the traditional concept of Nordic design with the addition of mystery and dark undertones.

  • The brand has moved away from the typically light Nordic colour palette
  • The simple emblematic logo incorporates the initials of the brand’s four designers
AYTM spring/summer 2016 collection AYTM spring/summer 2016 collection
AYTM spring/summer 2016 collection AYTM spring/summer 2016 collection
AYTM spring/summer 2016 collection AYTM spring/summer 2016 collection
AYTM spring/summer 2016 collection AYTM spring/summer 2016 collection

‘We wanted to make a collection that is darker, a little mysterious and with a more international style than the typical Danish design,’ Anne Stensgaard, designer at AYTM, tells LS:N Global. Presenting its spring/summer 2016 collection at Maison et Objet, the luxury home interiors brand has steered away from traditional Danish style, focusing on simple geometric patterns and eye-catching details.

Designed for the dining room, living room and kitchen, AYTM’s latest collection of home interiors includes small furniture pieces and home accessories such as mirrors, tableware and cushions. The collection finds beauty in the contrast between darkness and light, focusing on the juxtaposition of materials, colour tones and surfaces and adding to the romantic mood. 

The Big Picture

For more on how brands are harnessing the power of mystery, read our Occult Enchantment design direction. 

Discover More Daily Signals
Channel 4 captures the raw energy of women’s football in new campaign

Daily Signals

Channel 4 captures the raw energy of women’s football in new campaign

Channel 4 has launched Pure Football, a mixed media campaign celebrating its coverage of the Adobe Women’s FA Cup, placing authenticity and fan cul...
Marketing : Channel 4 : Womens Sport
What Remedy Place’s NAD+ pen reveals about the future of longevity treatments

Daily Signals

What Remedy Place’s NAD+ pen reveals about the future of longevity treatments

Social wellness club Remedy Place is bringing clinical wellness into the home with a new NAD+ Smart Pen, developed in partnership with UK-based NAD...
Wellness : Longevity : Health
Stat: How happiness is reshaping policymaking priorities

Daily Signals

Stat: How happiness is reshaping policymaking priorities

The 2026 World Happiness Report reinforces wellbeing as a critical measure of progress, drawing on nationally representative data from ne...
Social Media : Gen Z : Statistic
Huggies puts its product claims to the ultimate stress test

Daily Signals

Huggies puts its product claims to the ultimate stress test

Nappy brand Huggies’ latest campaign, Expensive Sh*t’, sees 18 babies wearing Huggies Little Snugglers on luxury goods worth £373,000 ($500,000, €4...
Advertising : Humour : Parenting
What Zara’s archival strategy signals for the future of high street retail

Daily Signals

What Zara’s archival strategy signals for the future of high street retail

Fashion retailer Zara is repositioning itself between mass market and luxury with a two-year partnership with acclaimed fashion designer John Galli...
Retail : Fashion : Design
Stat: Parents sound alarm as children’s digital identities form too early

Daily Signals

Stat: Parents sound alarm as children’s digital identities form too early

A new survey from Proton reveals that concern about children’s online privacy has become the norm, not the exception, as digital identities are for...
Online Safety : Parenting : Statistic
How WMH&I is uniting land and people through design

Daily Signals

How WMH&I is uniting land and people through design

Environmental charity Natural Habitat has unveiled a new identity by WMH&I, designed to reconnect communities with land through emotionally res...
Sustainability : Design : Branding
Foresight Friday: Savannah Scott, creative director

Daily Signals

Foresight Friday: Savannah Scott, creative director

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, our creative director Sav...
Foresight Friday : SXSW : Creativity
Stat: Gen Z turns to social for food inspiration as video dominates media habits

Daily Signals

Stat: Gen Z turns to social for food inspiration as video dominates media habits

Gen Z’s media habits are evolving rapidly, with video platforms and social feeds reshaping how young audiences consume content – and what influence...
Drinks : Social Media : Inspiration
SXSW 2026: How can brands move on the pulse of culture? 

Daily Signals

SXSW 2026: How can brands move on the pulse of culture? 

On day three of SXSW 2026, the conversation turned to one of the biggest buzzwords in modern marketing: community.
Global Events : SXSW : Marketing
You have 1 free Daily Signals remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN