Design duo Bernadotte & Kylberg, Prince Carl Philip and Oscar Kylberg, and Nordic Nest are breaking new ground together with the launch of NJRD: a new global design – and lifestyle brand. With a focus on Scandinavian design heritage, minimalism, functionality, and graphic details, NJRD is now launching its first collection consisting of tufted and woven rugs, a series of tableware in four colors, and soft throws made of recycled cotton. Through Nordic Nest’s global, market-leading position in Scandinavian design, sales and distribution of NJRD design objects will reach over 70 countries from the very start.
“With NJRD, we have been able to fully realize our visions as designers and create a completely new design DNA. It has been a new experience – constantly questioning, deep diving, bouncing ideas off each other and Nordic Nest. We are delighted and proud to present the new brand together,” says Prince Carl Philip, from design duo Bernadotte & Kylberg.
NJRD wants to explore the unseen in everyday life and call attention to what happens in these restful interludes by creating design for Scandinavian moments. So, it was natural to use a contemporary design language, sprung from Scandinavian minimalism. Scandinavian nature and lifestyle are at the core of the brand, and the first collection embraces the colors and shapes of nature in a playful, graphic way in design objects that find a natural place in our surroundings and homes.
For Bernadotte & Kylberg, a large part of the joy of creating NJRD’s first collection lay in following the physical journey from sketch to finished product. The textile elements were a given from the start, as were the inviting colors of the brand’s first tableware.
NJRD is Bernadotte & Kylberg and Nordic Nest’s joint brand, in which the design duo is responsible for all design. Bernadotte & Kylberg has previously created designs for leading Swedish and international brands such as Hästens, Georg Jensen, Stelton, and Zwiesel. The design duo has won several prestigious accolades, including the TableWare International Award of Excellence 2020, Red Dot Award in the “High Quality Design” category and the German Design Gold Award.
Strong global presence from the start
The name NJRD, or “Njord” as it is pronounced, plays on old Norse mythology and gods, while the brand itself has an undeniably more contemporary approach in its sales channels. Through online platform and partner Nordic Nest, the brand will gain a strong global presence when the first collection is launched, reaching 70 markets in over 10 languages from day one.
“Helping people to create homes that they love is our passion. At Nordic Nest, we are delighted to be partnering with Bernadotte & Kylberg, and together launching NJRD, further strengthening our position in Scandinavian interior design,” says Bank Bergström, CEO, Nordic Nest. “The combination of their exceptional design talent together with our capacity to offer a world-class global customer experience to clients around the globe will give people the chance to experience Scandinavian design at its best – regardless of if they live in South Korea, Germany, the U.S. or Scandinavia.”
In another step toward realizing its vision of strengthening Scandinavian design on the international design scene, NRJD brought in the Nordic stylist duo Kråkvik & D’Orazio to create the first inspiration images. Captured by photographer Lasse Fløde, the series of images builds on unexpected contrasts, reflections, undulating movement and an interplay between inviting shapes and color scales, juxtaposed with more graphic elements.
“Looking beyond our Swedish borders was invaluable input as the journey is about a legacy encompassing Scandinavia as a whole. While NJRD is still in its infancy, we think big and want everyone with a design product from NJRD in their home to feel that they own a unique piece of Scandinavian design,” says Oscar Kylberg from design duo Bernadotte & Kylberg. “We are now looking forward to seeing how our throws and other design objects make homes around the world feel warm and welcoming.”