Papini & Graunbøl interprets LINUM; 1

Right in time for the finale of our great cushion cover campaign, we have refueled with inspiration. Marie Monrad Graunbøl is the stylist and creative director of REVOLVER and Andrea Papini is the talented photographer working with clients like H&M HOME and ELLE magazine. In November the two met up at the beautiful Copenhagen hotel The Audo to do this wonderful session. Of course we showed up for an interview.

Tell us more about the location Marie?

I wanted to convey the feeling of a calm and peaceful sanctuary, where you will instantly feel at ease. The earthy colour scheme and the use of stone, wood and other natural materials enhanced this feeling, and played very well with the cushions and throws by LINUM. I really liked the international feeling of the location as well – it clearly has a Nordic touch and still, it could easily be many other places in the world. In these strange times, when we are not allowed to travel as much as we used to, I personally long for places that will inspire me and spark my imagination just like when I go to Japan or other countries where I get my creative fuel. We need to be inspired, especially now, and luckily there are many places close to us, that are undiscovered and can offer new creative impulses.

Why did you choose these cushion covers?

Natural colours such as brown, camel and beige are sometimes considered conservative or even boring, but I think there are so much beauty and classic elegance in those colours – and they fit very well with the longing for a simpler and gentler life. Also, I like the fact that most of the cushions are pretty simple and with no patterns or embellishments – they are honest, easy to use and in great quality. Plain and simple!

What was your first impression of the covers?

I like the fact that they are quite sturdy and does not seem fragile or easily worn out. The classic look makes them versatile, which is nice when you like to use them in different rooms and contexts – and when you like them to stay attractive for more than one season. I am quite picky with what I buy myself, and I don’t want to invest resources in something that I get tired of very quickly.  From an environmental perspective it also makes sense to me to choose the right stuff from the beginning – and then keep it.

What was your styling idea?

Simplicity was a key word – and cocooning. This was a term coined by trend forecasters and pioneers in design in the early 1980s, describing the desire to simply stay home – distancing oneself from the complexities of modern society, as well as the feeling of safety and ease attained by surrounding oneself only with the well-known, and with family and close friends. Though an established term in marketing, psychology and social sciences for decades, cocooning as both a practical state of living and a metaphor for a collective mindset somehow seems more relevant now than ever. We feel that urge – and this was my way of visualizing a place of safety, ease and self-preservation.

We often use the words, Swedish, tactile and usable communicating LINUM, could you see this in the covers?

Yes, of course. Textiles are – in essence – tactile, and it’s imperative to your wellbeing that the textiles you use in your home are soft to the touch and comfortable to use.

Do you mind sharing 3 great advices, working with styling?

1. Use your intuition. It should feel right, when you decorate or create an image.
2. Rhythm! Mix different shapes, sizes and colours, but make sure to work with repetitions. If there is one brown element, make sure it has a companion – and then go from there!
3. Be open – to other cultures, artforms, people, expressions. You will simply not succeed without being curious and accepting.

ABOUT the AUDO Hotel

The Audo’s architecture team, led by Norm Architects founder Jonas Bjerre-Poulsen and Norm Architects partner Peter Eland, transformed a disused merchant house for a shipping magnate in Nordhavn, Copenhagen’s new waterfront city district and former industrial port. The Audo’s building is one of the oldest in the area, and, as an homage to the historic character, Norm Architects chose to preserve the building’s façade.

Internally, the building resembles a collector’s home with selected items from friends and brand partners of The Audo. “I hope this becomes a reference point for social encounters within the field of culture for young, creative professionals.” Jonas Bjerre-Poulsen says. “Globally, I hope we can contribute to new ways of thinking about blending work, life, and travel.”

Jonas Bjerre-Poulsen, Founder of Norm Architects.