{"id":11529,"date":"2014-10-03T14:31:13","date_gmt":"2014-10-03T12:31:13","guid":{"rendered":"http:\/\/www.area-arch.it\/sofi-2\/"},"modified":"2015-07-08T12:35:36","modified_gmt":"2015-07-08T10:35:36","slug":"sofi","status":"publish","type":"post","link":"https:\/\/www.area-arch.it\/en\/sofi\/","title":{"rendered":"SoFi"},"content":{"rendered":"

What is your favourite colour? What colour does your products identify with the most?<\/strong>
\nThe essential idea of the H\u00c5G SoFi design project was to create a shape that could provide many possibilities in visual expression. H\u00c5G SoFi as the name reveals is a chair that can be dressed up or down with colour and fabric combinations to either Stand out or Fit in at any work environment. The form can be underlined or dimmed with different textiles and finishes.
\nThe design team behind H\u00c5G SoFi consists of two renowned Norwegian design firms as well as our in-house design team. Colour is a personal preference and selecting one would be challenging. To inspire and to make the choice easier for our customers, the design team has narrowed down the vast selection of possibilities to 9 favourites representing a variation of visual expression as we would like H\u00c5G SoFi to have. These favourites are now called Designer\u2019s Choice. (overview and images of these 9 models you\u2019ll find enclosed)
\nInspired by colour trends, architecture, materials and different work environments, we came up with three different design directions answering to the needs of the work place where we believe H\u00c5G SoFi could fit into: \u201cFormal\u201d for the formal business environment, \u201cCasual\u201d for home at work and \u201cEdge\u201d for the innovative work place. Each of these directions has a colour profile for fabric, metal- and plastic parts as well as a fabric choice that emphasise different aspects of the chair. The direction gave us the opportunity to play with identity as well a tool to limit the vast possibilities in visual expression and to focus on defined target groups within these segments.<\/p>\n

Light, material, colour: how do the three elements dialogue in your projects?<\/strong>
\nAt Scandinavian Business Seating we are very conscious on how these elements contribute to and affect the visual expression of our products. We have in-house specialists within colour, textiles and surfaces who are involved from the beginning of every design process to ensure that these elements harmonise and create excitement. Being part of the Scandinavian design tradition we are inspired by light and nature of the Nordic region, honesty in the use of materials (what you see is what you get), and using the most environmentally sound ones is of great importance to us. We are conscious and thorough in the way we work with these elements in order to create the optimal coherence of materials and colours, and with H\u00c5G SoFi we have taken it to yet another level. We have i.e. worked closely with our suppliers to develop a new silver paint, to adapt the grey colour of the plastic parts to the new paint, and to find the right colour tone for one of the fabrics.<\/p>\n

How much does the colour count for the commercial success of your products?<\/strong>
\nThis is difficult to measure. Colour inspires, gives a statement and evokes emotions. Colour is an important element in building product- as well as brand identity. It contributes to revitalize existing products and can give a completely new expression to a product and to its surroundings. By having our in-house experts on colours and surfaces side by side with the designers throughout the process, demonstrates the thoroughness we deploy in the design work.<\/p>\n

What role does colour play when designing a product, and in particular for your SoFi chair?<\/strong>
\nOur internal experts work closely in dialogue with the external designers to ensure coherence in the visual expression by developing colour profiles and harmonising the colours and structure of plastic, metal, textile.
\nH\u00c5G SoFi stands out and fits in \u2013 within the H\u00c5G brand and within the work place. Our work with the collection of colours and surfaces reflects this promise. A chair is not just a chair, but an essential element in the workplace. It creates an atmosphere. It is not just what you see, but also about what you touch and what touches you. It should move you, inspire you and make you desire to work – H\u00c5G SoFi invites you to use your senses.
\nUse of colour, surfaces and textile create the visual identity of the three H\u00c5G SoFi design directions:
\nFormal: Discrete and subdued luxury. Tailored and classic look emphasising elegance and refinement. Use of plain and tone in tone colours in matte\/glossy combinations to accentuate details and surfaces in a sophisticated manner.
\nCasual: Relaxed and unpretentious with a casual attitude: use of soft toned colour and subtle contrasts. An overall harmonious and likeable expression.
\nEdge: Distinct and clear expression. Use of contrast colour as an effect to accentuate details and lines on the chairs, presents a brave and playful attitude \u2013 gives an inspiring and surprising experience.<\/p>\n