(Interior) Design Thinking: WOUD

Image courtesy of WOUD.

In Graduate School, one of the buzzwords professors love to discuss is "Design Thinking." Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding (Dam and Siang). Design Thinking enables companies to understand consumer needs to serve their audience better. For this project, I contacted different companies to learn how organizations applied Design Thinking. I spoke with Emilie Heilskov, Marketing Coordinator at WOUD, to learn how her company incorporates its mission and vision into its products.

Image courtesy of WOUD.

1. What makes WOUD different from other companies? 

The vision of harmoniously merging a profound love for honest Scandinavian design with the idea of looking ahead rather than looking back sparked the beginning of WOUD. These pillars are ones we still hold to this day. We are particularly proud of our close collaboration with designers and their creative work.Every single product is designed by different external designers.

Image courtesy of WOUD.

One of the founding principles of WOUD was to nourish close, creative partnerships with designers from both home and abroad. Spanning from Japan to Canada and Denmark to Spain, each designer brings unique characteristics, yet they all share a contemporary take on traditional Scandinavian simplicity. This amalgamation of designs conceived, sketched, and designed by artistic minds from diverse corners of the world forms a dynamic and compelling collection that transcends borders and cultures, resulting in extraordinary and appealing designs.

Image courtesy of WOUD.

In line with our commitment to looking ahead rather than back, we seek to explore the creativity of the designers of tomorrow and their fresh perspectives on what the contemporary world needs. We are passionate about establishing partnerships with young and inexperienced designers, offering them a soft, supportive introduction to the design world by believing in their potential. We aim to provide them with a space to grow. To flourish. This is something we see as very special.

Furthermore, when searching for new additions to our design selection, positive dialogue, mutual respect, and great chemistry are paramount to us. We believe the best design items emerge with mutual understanding and trust. It is not just about the design itself.

Image courtesy of WOUD.

2. How has WOUD evolved since its founding?

Since its founding, WOUD has always focused on creating a coherent collection. In the early years, our strategy was to develop many designs to introduce fresh concepts to the market. Recently, however, we have strategically chosen to streamline our focus, opting to create fewer but thoroughly crafted new designs that we wholeheartedly believe in and bring something new to the industry. Additionally, we are concentrating on enhancing our existing designs to meet the evolving needs and demands of consumers and the world.

Image courtesy of WOUD.

WOUD was born globally, but until recently, our physical presence in terms of stock was limited to Europe. In 2022, we took a significant step by establishing WOUD USA Inc. and opening a warehouse in New Jersey, enhancing our presence in the US and Canadian markets. This expansion marks an exciting new chapter in our journey, allowing us to connect with a broader audience and deliver our designs more efficiently across these regions.

Image courtesy of WOUD.

3. How does WOUD incorporate its mission and vision into its products?

Our common mission is to bring timeless design with great attention to quality, simplicity, and honesty into homes and spaces worldwide. Designs should appeal to us and make us feel something inside. Our deep commitment to honest design is reflected in the materials we choose and the quality of our craftsmanship. For instance, materials should be true to their appearance—they should be what they look like. We prioritize honesty in every aspect, from the materials used to the service and communication we provide.  

Image courtesy of WOUD.

We believe Scandinavian, timeless design can express personalities, evoke feelings, inspire people, and create beautiful spaces. Scandinavian simplicity is at the heart of our approach, embodying a sense of comfort and ease we cherish. This design tradition, rooted in the surroundings we grew up in, fosters minimalism and harmony, creating a foundation for cozy, comfortable, and serene atmospheres. By adhering to these principles, we ensure that our products not only meet functional needs but also contribute to the emotional and aesthetic experience of any space. Our take on simple expressions and functionalities should make the home and spaces a little less complicated and a little more beautiful, creating designs that can be cherished and passed down through generations.

Video courtesy of WOUD.

4. What is the future of the company?

The future of our company lies in continuing to uphold our founding values and mission. We are committed to reminding each other, our customers, followers, suppliers, and designers, about our core principles and internal values. Our dedication to nurturing creativity and deep connection to the Scandinavian design tradition will remain central to our work. We take great joy in sharing the essence of Scandinavian design with the world and look forward to continuing this journey by bringing timeless, quality designs into homes and spaces globally.

Logo courtesy of WOUD.