Why does Scandinavian pop appeal to Gen Z?

3 years ago

We’re not talking about a music genre or an artistic style, but Scandinavian pop seems to be the new direction in Nordic design, particularly appreciated by the younger generations. We’ll understand why shortly, but let’s start with one of the designers adopting this style, Gustaf Westman. Looking at his furnishings, it’s immediately apparent that the young designer takes careful inspiration from the Memphis Group, in terms of extravagance and color. Much like Ettore Sottsass, Westman seems to go against the grain of the typical minimal and essential design synonymous with his home country, Sweden. The pastel colors and playful shapes he employs «are calming and easy to understand,» he stated in an interview with Living Corriere, «perfect for the times we are living in». The young designer seems to tap into a generational need, one for good vibes, starting from the furnishing of one’s home. In a way, he appears to have anticipated and confirmed Pantone’s choice for 2024—the Peach Fuzz color of the year. But let’s delve deeper and discover more about his curvy pieces.

All about Gustaf Westman

Gustaf Westman’s studio is in Stockholm, and his products are crafted on a small scale, relying solely on local artisans for production. His aim is to create inclusive, sustainable, and high-quality designs. As mentioned earlier, Westman draws inspiration from the work of eminent designers like Ettore Sottsass, revisiting some of his most iconic projects with a Scandinavian pop twist. The most conspicuous example is his Curvy Mirror, a reinterpretation of Sottsass’s Ultrafragola mirror, but strictly in a pastel palette. This blend, coupled with clean lines and curvy shapes, proves to be the perfect mix to infuse a dose of cheerfulness into the environment. Lively and fun, it’s inevitable that Westman’s pieces become the focal point of a space, altering the perception of the entire room. But why are they so well-liked?

Gen Z Needs Reassurance

With almost 346 thousand Instagram followers, Gustaf Westman notably captures the attention of the newer generations. Gen Z and Millennials seem to be captivated by his creations, which are consistently sold out on his website. As mentioned earlier, the strength of his Scandinavian pop style lies in the psychological and perceptual realms. Perhaps sterile and anonymous environments don’t align with the character and contemporary taste, which seem to seek a playful, colorful aesthetic capable of calming nerves. In this regard, this new direction in design manages to intercept the need for reassurance and comfort that these years have induced. Especially this year, the year of Peach Fuzz, perfectly aligned with Westman’s creations.