With Iceland joining the fold, the initiative advances a shared Nordic perspective on design, culture, and living
The Scandinavian Design Embassy returns to NYCxDESIGN, continuing its global mission to activate diplomatic spaces as platforms for showcasing the best of Nordic design. Marking its second New York edition, the Embassy will formally welcome Iceland into the collectiveâfurther strengthening a unified Nordic presence on the international stage. Following successful activations in Stockholm, Tokyo, and Paris, this yearâs expansion signals a deepened commitment to engaging the American market.
âIt is exciting to begin our collaboration with Iceland here in New York, a city that has remained a key export destination for Nordic design for decades,â comments Caline Heiroth, Scandinavian Design Embassy Project Manager. âFor us Nordics, this is a valuable opportunity to collaborate and present our shared way of living.â
To celebrate this expansion, the Embassy will once again present Spotlight on Scandinavian Design, hosted at the Swedish Consul Generalâs Residence during NYCxDESIGN. This exclusive âMeet the Makersâ event offers an intimate setting for press, buyers, cultural leaders, and design professionals to experience Nordic innovation firsthand and connect with leading regional brands from Sweden, Finland, and Iceland.
âSweden is delighted to host this event,â adds Erik Ullenhag, Consul General of Sweden. âThe Nordic countries share a long history of collaboration, and design is a unifying force among us. It goes beyond shaping our environments; it is embedded in how we think, from the structure of our societies to the solutions we create for contemporary life.â
The 2026 spotlight showcase will feature six visionary Nordic brands:
Aurum (Iceland): Deeply rooted in Icelandic storytelling and the raw geometry of the Nordic landscape, the ReykjavĂk-based jewelry brand crafts refined, nature-inspired pieces made from recycled precious metals.
Hem (Sweden): A Stockholm-based design brand building progressive furniture for contemporary living. Working with designers such as Max Lamb, Faye Toogood, and Sabine Marcelis, Hem develops imaginative pieces defined by material clarity, function, and long-term use.
Inno (Finland): Blending Finnish design clarity with circular thinking, Inno provides durable, customizable furniture for public and private interiors with an emphasis on longevity in both form and function.
Kula by BryndĂs (Iceland): Transforming 100% Icelandic wool into sculptural acoustic pieces, Kula by BryndĂs merges material innovation with a focus on well-being.
Photowall (Sweden): At the intersection of photography and architecture, Photowall offers customizable, art-driven wallcoverings that transform interiors into immersive environments.
Vandra Rugs (Sweden): Reinterpreting traditional Scandinavian weaving techniques through a modern lens, Vandra Rugs emphasizes sustainability, craftsmanship, and tactile richness.
About the Scandinavian Design Embassy
The Scandinavian Design Embassy is a collaborative initiative aimed at promoting Nordic companies internationally at Nordic Embassies around the world. So far, it brings together key organizations including the Finnish Design Embassy, Norwegian Design Industry, the Swedish Institute, and Svensk Form. Through this partnership, we strengthen the innovative and sustainable design principles that define the Nordic countries. Building on the success of the Finnish Design Embassy initiative, which has been active since 2022, this project has extended the concept to neighboring countries to achieve an even stronger global presence. scandinaviandesignembassy.com
About Aurum
Aurum is a ReykjavĂk-based, family-run jewelry brand known for contemporary, Iceland-inspired design that blends craftsmanship, sustainability, and sculptural form. Each piece is created in the brandâs central ReykjavĂk workshop using recycled gold and silver. The brand has collaborated internationally on projects including Netflix and Xbox productions, and has produced custom jewelry for well-known artists. In 2026, Aurum by GuĂ°björg Jewellery received the Lifetime Achievement Award at the UK Wedding & Honeymoon Awards in London and was also named a finalist in the Jewelry & Accessories category. aurumiceland.com
About Hem
Hem is a design brand founded by Petrus PalmĂ©r that creates furniture for workplaces, hospitality environments, and homes. For over a decade, Hem has worked with independent designers, including Faye Toogood, Max Lamb, and Sabine Marcelis, to build a cohesive, long-term collection â not seasonal launches. The work pushes into new ideas in form, material, and production, while staying grounded in how furniture is actually lived with. The pieces are designed to relate to one another, perform in real environments, and age well over time. The focus is simple: fewer, better products. Created with care, produced in Europe, and built to last. hem.com
About Inno
Founded in 1975 by Finnish interior architect Harri Korhonen, Inno is a family-owned design furniture company that has built a legacy of design excellence over five decades. Known for its innovative and sustainable approach to design, Innoâs customized furniture solutions and interior accessories have been selected for brand concepts, business environments, cultural and public institutions, government buildings, airports, and hotel chains around the world. The companyâs promise, âTools for Architects,â reflects its commitment to creating innovative and flexible products tailored for public spaces. This adaptability demonstrates a deep understanding of brands and architecture, resulting in designs that remain simple, relevant, and enduring across generations. inno.fi
About Kula by BryndĂs
Kula by BryndĂs is a creative studio founded by Icelandic artist and innovator BryndĂs BolladĂłttir, whose work is deeply rooted in the tranquillity, mystery, and raw beauty of Icelandic nature. With over 15 years of experience collaborating with acoustic engineers, architects, and interior designers, BryndĂs brings together art, material innovation, and acoustic performance to improve well-being in built environments. All Kula pieces are crafted from 100% wool using renewable energy, geothermal water, and environmentally responsible processes. Guided by a zero-waste philosophy, every fibre is carefully utilised or transformed into new creations. Kula by BryndĂs combines sculptural aesthetics with certified acoustic performance, helping shape spaces that support focus, comfort, and a quieter state of mind. kula.is
About Photowall
Photowall is a Swedish design company specializing in custom-made wallpapers, murals, posters, and canvases. Founded in Stockholm, the company combines digital printing innovation with a strong design sensibility to create tailored solutions for both private and public interiors. Photowall offers a curated library of over 20,000 designs, all of which can be adapted to suit the specific needs of each project. Working closely with architects, interior designers, and creative professionals, the company supports everything from residential spaces to hospitality, retail, and office environments. Driven by the belief that walls are a defining part of any space, Photowall transforms surfaces into meaningful design elements. photowall.com
About Vandra Rugs
Vandra Rugs creates handmade rugs that unite design and craftsmanship, using the finest natural materials â cotton, wool felt, wool yarn, and linen. Since 2007, the brand has operated its own weaving atelier in Ukraine, where skilled artisans, trained in both local traditions and by Swedish experts, bring depth and diversity to each collection. vandra-rugs.com