Friends of Friends and NORNORM release series exploring circularity in product design, business and community
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“Circular Views” is an editorial series produced by Friends of Friends in collaboration with NORNORM. Spotlighting innovative thinkers, each interview explores a different dimension of circularity with the goal of raising awareness and fostering a creatively driven movement rooted in circular practices.
Friends of Friends and NORNORM release series exploring circularity in product design, business and community
“Circular Views” is an editorial series produced by Friends of Friends in collaboration with NORNORM. Spotlighting innovative thinkers, each interview explores a different dimension of circularity with the goal of raising awareness and fostering a creatively driven movement rooted in circular practices.
At NORNORM, we’re thrilled to share that we’ve been named one of the Top 25 fastest-growing startups in the Nordics and Benelux by Sifted, a leading platform for European startup news and insights. This recognition is based on revenue growth over the past three years and underscores the growing demand for innovative, sustainable solutions in the business world.
“This ranking is a testament to the demand for sustainable solutions and the success of our circular model, furniture as a service. It’s proof that businesses can thrive while driving positive environmental impact,” says Emil Steenhouwer, Deputy CEO at NORNORM.
At NORNORM, we’re on a mission to revolutionise the office furniture industry—proving that a circular economy isn’t just good for the planet but also a profitable and scalable business model.
We’re grateful to our bold and forward-thinking customers for embracing the circular economy and driving this transition with us. We’re just getting started. Join us in making circularity the new norm.
Want to see who else made the list? Check out the Sifted Leaderboard!
Friends of Friends and NORNORM release series exploring circularity in product design, business and community
“Circular Views” is an editorial series produced by Friends of Friends in collaboration with NORNORM. Spotlighting innovative thinkers, each interview explores a different dimension of circularity with the goal of raising awareness and fostering a creatively driven movement rooted in circular practices.
On February 21, Friends of Friends and NORNORM will launch “Circular Views” — a series of interviews, videos and photography portraits that explore the theme of circularity through the eyes of innovators who have made it front and center of their creative and professional lives.
From a design studio in Munich to the community streets of Glasgow, “Circular Views” follows the theme of circularity as it scales from product design, to business development, all the way to community-wide action and impact.
The series begins with Stefan Diez, the award-winning industrial designer that has been honing his vision for a circular economy while creating iconic lighting and office fixtures for the likes of E15, Hay, Magis, and Midgard, and sharing his insights through teaching at the University of Applied Arts in Vienna.
“In the end, what is it about? It's about creating a relationship between the user and this object. I think we all have a strong link to things that are meaningful, that have been charged by accompanying our life.”
The second story centers around Anders Jepsen, CEO and Co-Founder of NORNORM, a subscription-based furnishing service working to scale circular business thinking as the new norm in real estate and workspace design across Europe.
“What we want to do is something that creates impact. In order to do that, we need to appeal to the many, not the few.”
Finally, the series moves to Glasgow to meet Sophie Unwin, Founder and Director of Remade Network — the three-year-old Glasgow-based social enterprise empowering community agency and digital inclusion through electronic repair and recycling projects, mending workshops, and job creation programs.
“With our current economic model, we create so many problems we then have to fix down the line. Why don't we prevent them in the first place by not just valuing economic growth, but valuing community and the environment equally?”
About NORNORM
NORNORM is a subscription-based furnishing model on a mission to define the future of how we work. NORNORM’s purpose and vision is to apply a circular model to office interiors.
They specialise in providing flexible, affordable and inspiring work environments through using, and reusing, resources intelligently in order to promote the well-being of both employees, businesses and the planet.
To receive more information about the upcoming series “Circular Views”, interview requests and additional press material, please contact:
Friends of Friends supports, enables, and promotes creative culture through publishing, community experiences, and bespoke brand partnerships. We believe that relevant ideas, creative voices, inspiring stories, and enduring experiences have a positive and sustainable impact on society and our daily lives.
To receive more information about the upcoming series “Circular Views”, interview requests and additional press material, please contact:
Tim Seifert — timmi@friendsoffriends.com
Nanna Gelebo (BCG) on Bridging Linear and Circular Business Models
Nanna Gelebo has been a Partner at the Boston Consulting Group (BCG) in Stockholm for 12 years, with a strong track record of driving transformative change in the retail sector on everything from strategy to implementation.
Key Insights
Nanna discusses the concept of 'cross-fertilisation' between linear and circular business models. She highlights the importance of transforming transactional customer relationships into relational ones through circular efforts, emphasising that rental and second-hand products can serve as gateways for consumers into more sustainable consumption patterns. This approach not only benefits the environment but also opens new avenues for business growth.
Takeaway
Linear business models do not have to stay linear. You can start to become more circular by gradually integrating a circular business model into your current linear one, through e.g. rental and second-hand products, building a circular set-up that suits your business specifically.
Marcus Linder (RISE) on Evaluating and Ensuring Circular Claims
Marcus Linder is the Director of Business Design at the Research Institute of Sweden (RISE). He holds a PhD in Technology Management and Economics from Chalmers University of Technology, specified in environmental research, with his research having been applied industrially in procurements by industry giants such as Volvo.
Key Insights
Marcus brings attention to the critical aspect of a product's end-of-life plan. He emphasises that being 'potentially circular' is insufficient without a concrete and, preferably legally binding, plan for product lifecycle management. This perspective is crucial for customers evaluating circular claims, pushing companies to not just promise sustainability but to embed it into their actual business practices.
Takeaway
To remain credible towards industry peers and customers, the best practice is to have a clear, communicable, and incentivised plan for your circular business model that customers can trust and rely on. It is important that customers should be able to evaluate and ensure your claim of circularity and end-of-life product plans.
Vojtech Vosecky on Being Authentic when Marketing your Circular Efforts
Vojtech Vosecky is one of the leading circular economy advocates, with experiences ranging from being the co-founder of the successful think-tank Institute of Circular Economy, working for the European Parliament, and the world-leading organisation Circle Economy. In 2022, he was also selected as one of the Top Green Voices to follow in Europe by LinkedIn.
Key Insights
Vojtech stresses the importance of being hyper-authentic in the communication of your circular business principles. For him, it’s about being bold in stating what you stand for, challenging misconceptions, and creating moments of realisation for your audience (think true “aha-moments”). His approach - educate, inspire, and agitate - is a formula that companies can use to effectively market their circular efforts. Vojtech highlights that no matter the format of your marketing, and to avoid the trap of greenwashing, be authentic and stand your ground, whilst always backing up with research. That always wins.
Takeaway
When marketing your circular or sustainable business efforts, especially on LinkedIn, use the three principles of educating, inspiring, and agitating - ideally in one go. Be authentic, use visuals, and create truly educating moments. Use facts whenever you can. However, be careful not to over-do them - and always, always, double check them.
“In the end, what is it about? It's about creating a relationship between the user and this object. I think we all have a strong link to things that are meaningful, that have been charged by accompanying our life.”
Some subtitle
In the end, what is it about? It's about creating a relationship between the user and this object. I think we all have a strong link to things that are meaningful, that have been charged by accompanying our life.
Friends of Friends and NORNORM release series exploring circularity in product design, business and community
“Circular Views” is an editorial series produced by Friends of Friends in collaboration with NORNORM. Spotlighting innovative thinkers, each interview explores a different dimension of circularity with the goal of raising awareness and fostering a creatively driven movement rooted in circular practices.
On February 21, Friends of Friends and NORNORM will launch “Circular Views” — a series of interviews, videos and photography portraits that explore the theme of circularity through the eyes of innovators who have made it front and center of their creative and professional lives.
From a design studio in Munich to the community streets of Glasgow, “Circular Views” follows the theme of circularity as it scales from product design, to business development, all the way to community-wide action and impact.
The series begins with Stefan Diez, the award-winning industrial designer that has been honing his vision for a circular economy while creating iconic lighting and office fixtures for the likes of E15, Hay, Magis, and Midgard, and sharing his insights through teaching at the University of Applied Arts in Vienna.
“In the end, what is it about? It's about creating a relationship between the user and this object. I think we all have a strong link to things that are meaningful, that have been charged by accompanying our life.”
The second story centers around Anders Jepsen, CEO and Co-Founder of NORNORM, a subscription-based furnishing service working to scale circular business thinking as the new norm in real estate and workspace design across Europe.
“What we want to do is something that creates impact. In order to do that, we need to appeal to the many, not the few.”
Finally, the series moves to Glasgow to meet Sophie Unwin, Founder and Director of Remade Network — the three-year-old Glasgow-based social enterprise empowering community agency and digital inclusion through electronic repair and recycling projects, mending workshops, and job creation programs.
“With our current economic model, we create so many problems we then have to fix down the line. Why don't we prevent them in the first place by not just valuing economic growth, but valuing community and the environment equally?”
About NORNORM
NORNORM is a subscription-based furnishing model on a mission to define the future of how we work. NORNORM’s purpose and vision is to apply a circular model to office interiors.
They specialise in providing flexible, affordable and inspiring work environments through using, and reusing, resources intelligently in order to promote the well-being of both employees, businesses and the planet.
To receive more information about the upcoming series “Circular Views”, interview requests and additional press material, please contact:
Friends of Friends supports, enables, and promotes creative culture through publishing, community experiences, and bespoke brand partnerships. We believe that relevant ideas, creative voices, inspiring stories, and enduring experiences have a positive and sustainable impact on society and our daily lives.
To receive more information about the upcoming series “Circular Views”, interview requests and additional press material, please contact:
Tim Seifert — timmi@friendsoffriends.com
Friends of Friends and NORNORM release series exploring circularity in product design, business and community
“Circular Views” is an editorial series produced by Friends of Friends in collaboration with NORNORM. Spotlighting innovative thinkers, each interview explores a different dimension of circularity with the goal of raising awareness and fostering a creatively driven movement rooted in circular practices.
On February 21, Friends of Friends and NORNORM will launch “Circular Views” — a series of interviews, videos and photography portraits that explore the theme of circularity through the eyes of innovators who have made it front and center of their creative and professional lives.
From a design studio in Munich to the community streets of Glasgow, “Circular Views” follows the theme of circularity as it scales from product design, to business development, all the way to community-wide action and impact.
The series begins with Stefan Diez, the award-winning industrial designer that has been honing his vision for a circular economy while creating iconic lighting and office fixtures for the likes of E15, Hay, Magis, and Midgard, and sharing his insights through teaching at the University of Applied Arts in Vienna.
“In the end, what is it about? It's about creating a relationship between the user and this object. I think we all have a strong link to things that are meaningful, that have been charged by accompanying our life.”
The second story centers around Anders Jepsen, CEO and Co-Founder of NORNORM, a subscription-based furnishing service working to scale circular business thinking as the new norm in real estate and workspace design across Europe.
“What we want to do is something that creates impact. In order to do that, we need to appeal to the many, not the few.”
Finally, the series moves to Glasgow to meet Sophie Unwin, Founder and Director of Remade Network — the three-year-old Glasgow-based social enterprise empowering community agency and digital inclusion through electronic repair and recycling projects, mending workshops, and job creation programs.
“With our current economic model, we create so many problems we then have to fix down the line. Why don't we prevent them in the first place by not just valuing economic growth, but valuing community and the environment equally?”
About NORNORM
NORNORM is a subscription-based furnishing model on a mission to define the future of how we work. NORNORM’s purpose and vision is to apply a circular model to office interiors.
They specialise in providing flexible, affordable and inspiring work environments through using, and reusing, resources intelligently in order to promote the well-being of both employees, businesses and the planet.
To receive more information about the upcoming series “Circular Views”, interview requests and additional press material, please contact:
Friends of Friends supports, enables, and promotes creative culture through publishing, community experiences, and bespoke brand partnerships. We believe that relevant ideas, creative voices, inspiring stories, and enduring experiences have a positive and sustainable impact on society and our daily lives.
To receive more information about the upcoming series “Circular Views”, interview requests and additional press material, please contact:
Tim Seifert — timmi@friendsoffriends.com
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Friends of Friends and NORNORM release series exploring circularity in product design, business and community
“Circular Views” is an editorial series produced by Friends of Friends in collaboration with NORNORM. Spotlighting innovative thinkers, each interview explores a different dimension of circularity with the goal of raising awareness and fostering a creatively driven movement rooted in circular practices.
On February 21, Friends of Friends and NORNORM will launch “Circular Views” — a series of interviews, videos and photography portraits that explore the theme of circularity through the eyes of innovators who have made it front and center of their creative and professional lives.
From a design studio in Munich to the community streets of Glasgow, “Circular Views” follows the theme of circularity as it scales from product design, to business development, all the way to community-wide action and impact.
The series begins with Stefan Diez, the award-winning industrial designer that has been honing his vision for a circular economy while creating iconic lighting and office fixtures for the likes of E15, Hay, Magis, and Midgard, and sharing his insights through teaching at the University of Applied Arts in Vienna.
“In the end, what is it about? It's about creating a relationship between the user and this object. I think we all have a strong link to things that are meaningful, that have been charged by accompanying our life.”
The second story centers around Anders Jepsen, CEO and Co-Founder of NORNORM, a subscription-based furnishing service working to scale circular business thinking as the new norm in real estate and workspace design across Europe.
“What we want to do is something that creates impact. In order to do that, we need to appeal to the many, not the few.”
Finally, the series moves to Glasgow to meet Sophie Unwin, Founder and Director of Remade Network — the three-year-old Glasgow-based social enterprise empowering community agency and digital inclusion through electronic repair and recycling projects, mending workshops, and job creation programs.
“With our current economic model, we create so many problems we then have to fix down the line. Why don't we prevent them in the first place by not just valuing economic growth, but valuing community and the environment equally?”
About NORNORM
NORNORM is a subscription-based furnishing model on a mission to define the future of how we work. NORNORM’s purpose and vision is to apply a circular model to office interiors.
They specialise in providing flexible, affordable and inspiring work environments through using, and reusing, resources intelligently in order to promote the well-being of both employees, businesses and the planet.
To receive more information about the upcoming series “Circular Views”, interview requests and additional press material, please contact:
Friends of Friends supports, enables, and promotes creative culture through publishing, community experiences, and bespoke brand partnerships. We believe that relevant ideas, creative voices, inspiring stories, and enduring experiences have a positive and sustainable impact on society and our daily lives.
To receive more information about the upcoming series “Circular Views”, interview requests and additional press material, please contact:
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