The Swedish brand SVØRN came a few days on our online showroom Wait Order and took after our attention, the interest of the public by presenting an object such as the Carabiner key ring Arcus, made with a unique design.
We decided to interview the founder of the brand Panos Tsapanidis, to find out more about the company that has set as its objective to achieve ‘extraordinary items’
Hello Panos. How are you? How did you got the idea of launching SVØRN?
SVØRN was born out of a frustration I had with objects that we use every day. More specifically, I was looking to buy a thermos flask and I noticed that they all looked the same. A plain cylinder with a cap. That got me wondering why is it that designers and companies don’t pay too much attention in how simple objects that we use every day are designed. I wanted to change that and I began with the carabiner keychain. An object that has remained unchanged for years now.
What does the word SVØRN mean?
SVØRN is more of a wordplay. The verb ‘svor’ is the past tense of the Swedish verb ‘svära” which means ‘swear’. So, it’s in a way our pledge to the world that we will only do things that we truly believe are extraordinary. We’ve substituted the letter ‘O’ with the letter ‘Ø’ which was used in the – now dead – language Old Swedish to incorporate the element of the past, of something old, something ancient. Last, we felt that by adding the ’N’ at the end, it makes the word sound much more powerful.
The ‘claim’ of SVØRN is ‘Extraordinary Objects’. What do you think is an extraordinary object?
Something that feels new from the second you lay eyes upon it. Something that captivates you. An object that is truly unique. But to us, the word ‘extraordinary’ applies to more than just our products. We want to be extraordinary in everything we do. Whether it’s design or customer service, we want to make it in an extraordinary way.
As your first piece you launched an amazing Carabiner, made of metal. Wonderful desIgn and construction.
What kind of other objects are you going to launch after this?
We are looking at a lot of objects whose design we could disrupt in our own unique way. At the moment, we are very focused on objects that people carry with them and on them.
Will you focus always on fashion/lifestyle accessories or are you going to enter other fields such as home desing?
We like to be the best in what we do, and to achieve that, we need to focus on certain product categories before we decide to move into unfamiliar territory and products in different categories. But in the future? Why not?
Are you going to use always metal or you will make use of other materials?
Metals are our passion. They allow us to apply our design language which is based heavily on the art of sculpting. We would not work with materials that don’t allow us to do that.
You are from Greece, but actually live in Sweden. What can we find in your project from both countries?
My Greek heritage comes out mainly when I study archetypal objects and shapes. Things that were created thousands of years ago. That’s where I see Greece’s rich history creeping its way into my decisions. I have to say though that the Scandinavian winters and the ambience of the north play a major role in SVØRN’s DNA too.
SVØRN products are available today wholesale for selected stores on our online showroom: www.waitorder.com with immediate delivery. A perfect gift idea for Christmas.
The keychain SVØRN has a suggested retail price between 39 and 45 €.
Official website: www.svorn.net
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