Rune Krøjgaard on Aesthetic Functionality

Conversation

RUNE KRØJGAARD ON AESTETHIC FUNCTIONALITY

Making one of the most beautiful brass pendants we’ve ever seen, we talked to Copenhagen Creative Director Rune Krøjgaard about the inspiration behind his brand NUAD – and how the Danish design heritage influence his work.

Ambi: Please start by telling us what sparked the idea behind your brand NUAD?

Rune: The funny thing is it started with a need for myself or a need for our apartment. I was searching for a linear lamp for our kitchen with diffused up light at a reasonable price point and I couldn’t find it, so I decided to design my own lamp and this was the start of NUAD.

I studied architecture at the Royal Academy of Fine Art School of Architecture. Now they changed the name to KARCH. When I was in school when I started working for HAY in their first shop in Copenhagen, which is not there anymore, and then I became their first design intern.

After my internship I worked with claims and development. During my theses in 2010 I was hired by Norr11, together with Knut Bendik Humlevik, to design and develop the very first furniture and lighting collection, which was launched in 2011. In 2015, I switched jobs and worked as a Product Manager for Menu and was in charge of developing their furniture.

In 2016 I became partner and design manager at Birger 1962, where I was in charge of creating the new collection for Malene Birgers interior brand. In 2018 she decided to close the company and after this I became a freelance designer and in the mist of being a freelance designer I created the idea about NUAD.

It sounds like you’ve worked with some really amazing brands. But what is the best about working freelance to you?

One thing is that you have the possibility to dive fully into what you believe is good design and missing. Secondly I really like to analyze companies to find out what they need. My biggest problem is to go out and sell the idea.

I can totally relate to that. But When we spoke to organize this interview, you mentioned that yo still believe there is room for one more design brand. Why is that, and what sets NUAD apart do you think?

The basic idea for NUAD is to make design with a straight forward use and clear function. Our mantra is aesthetic functionality. I believe there are too many designs being made with low interest for function and all about look. I like to make design with no bullshit. We make lamps which can last throughout generations and the only way by securing this is if you can change the bulb. We don’t believe in green washing, but in clever design solutions that last. This is sustainable, and why we believe there is room for one more design brand on the market.

That’s a great philosophy to have. Do you have any generational pieces yourself in your apartment? Or what’s your most special piece of design that you own?

Oh, good question. I have several good design pieces including the Radent, haha. I love our customized shelving unit, the Kizo Table lamp, our S43 dining chairs and our No222 wall lamps.

You are a Danish brand, and of course there's no shortage of premier Danish design. How do you find inspiration in this unique heritage and community? And can it ever feel intimidating or limiting in any way?

I will say I’ve been blessed with crazy many ideas. The only problem is I have is time to execute all ideas. Of course not all of them are good. Far from it, but there are good ones in some of them. Of course, in this start up fase everything is intimidating, and you need to learn everything – also the parts you know you suck at. But this is a crucial bit you do. We believe in NUAD, and we work hard to make it even though it goes slow and feels like everyone else is capable of everything. But this is the name of the game.

Danish design has a way of being both timeless and on trend at the same time. The same goes for NUAD. What is it about the danish design heritage, in your opinion, that leads this? And is that something you aspire to in your own work?

We have a strong heritage in Denmark which I’m proud of and hope we in NUAD are able to lift the legacy. I think everything comes to you mindset and how to optimize, meaning how can you minimize the material usage and still create the best possible comfort or creating the best light scheme/setting. Most classic Danish design was designed to be assessable for the public and made at a reasonable price. So yes, this mindset is definitely something we want to continue to work with.

As the founder of NUAD I'm sure you are in charge of the creative process, but it's my understanding – after reading about the brand – that it is collaboration between what you call "thinkers and creators". What can you tell us about how this collaboration works?

We are only two in the company, and the best partnership is having a partner who knows their own competences and have a different skillset than you do. So I’m the creator and my partner is the thinker. I believe we complement each other in the best way possible.

Being based in Copenhagen, what do you enjoy most about the city – and how does it inspire you, both personally and professionally?

I love the different culture and feeling of each area of Copenhagen. Nørrebro provide flavor, Frederiksberg gives you class, Vesterbro edge, Østerbro calm, Amager air and down town history. So in terms of inspiration; everywhere you look you’ll find it.

What's the one thing you'd say visitors to Copenhagen shouldn't miss out on?

There are so many spots in Copenhagen. I just love the city, but I would say the best way to experience Copenhagen is by bike and boat. Renting some of the many rental boats are great and biking through the city is outstanding. The city is made for biking, and the good part is that Copenhagen is quite small so you can see so much in short distances.

Now back to your brand. On your website you say that your quest is to create an inviting atmosphere – not only in the home but also in public spaces, workspaces or hotels. These are all very different spaces, of course, how do you find elements that work for all three?

I think the elements are function and simplicity. I always think design needs to work in several settings otherwise the design is not good enough.

Was it always a dream of your to create a brand of your own?

Yes, I’ve been dreaming about this for 20 years. Of course the idea about the brand has changed several times in the past 20 years.

How's the reaction to your lamps been? And what's next for you guys?

The reaction have been amazing. Really grateful and humble, always a joy when people can see our vision with the design, and most importantly, they can see it in their own homes. I feel super privileged to be able to have an impact on people’s homes.

Want one for yourself? You can find the Radent Pendant Lamp from Nuad here.