Norwegian design lessons: Hygge and mid-century rarities on Bonchurch Road

Think mid-century Scandinavian design and what’s the first thing that springs to mind? An Arne Jacobsen Egg chair perhaps? Or a Poul Henningsen pendant lamp? Whatever it is, chances are it’ll be a Danish icon, not a Norwegian one. As the big guns of the Scandi design scene, the Danes are a force in furniture and interiors, but what of their Norwegian neighbours?

Norwegian design might share the same minimal, functional aesthetic as its Danish counterparts, but it arguably doesn’t share quite the same kudos, something that creative director and founder of Infinite Agency, Magnus Thorud wants to change. That’s why when he bought his apartment on Notting Hill’s Bonchurch Road he set about transforming the space into a colourful and eclectic home, full of lesser-known design pieces from his native Norway.

“The original concept was centred around sourcing Norwegian mid-century modern items alongside more contemporary pieces,” he confirms. “Norwegian furniture and objects from this period weren’t as mass-produced as Danish, so they’re much rarer.” From Torbjorn Afdal dining chairs to a Tonning and Stryn line sofa, Magnus spent three years curating a playful roll call of timeless Norwegian design.

He worked with friend Peppe Trulsen, founder of Norwegian Icons – an initiative dedicated to spreading the word about the best of the nation’s interior design from 1940 to 1975 – to source some of the harder to find items. Meanwhile, art curator Truls Blaasmo lent a discerning eye to the varied artwork collection, which includes creations by contemporary Norwegian artist Sverre Bjertnæs. “When I have friends visiting, I want them to have an experience; to experience something unique,” explains Magnus. “This feeling hits you when you walk through the door here, when you see artwork you haven’t seen before or the work of designers you aren’t familiar with.”

The tapestry, together with fabrics are used throughout the apartment to cosy effect, nailing that often-elusive Scandinavian concept: hygge. “In Norway, it’s common for people to spend more time at home due to the weather,” says Magnus, which is why creating comfortable conviviality is so valued. “It’s the norm for people to invest in their homes and beautifully designed, uplifting pieces that make them happy.”

For Magnus, colour also helps amp up the mood and sense of wellbeing, which is why the candy-coloured period facades of the surrounding Notting Hill streets have seeped their way inside. The apple green tones of the living space are especially soothing. “When people come into my home, they smile,” he says. “That’s what colour does – at an unconscious level. We react to colour in a strong and positive way,” Magnus explains. It’s such reactions that prompted his latest venture, a colourful jewellery line, Kolours Jewelry, which recently launched on Mr Porter and will be available to shop at Browns this spring.

When he’s not in London, Magnus splits his time between Ibiza and Oslo, and lists LA and Tokyo as his top locales for boosting creativity. Even so, it’s Notting Hill where he feels most grounded and able to embrace his artistic side. “The neighbourhood has soul,” he concedes. “Anyone can go to the fancy places – those exist everywhere. For me it’s the small cafes, the independent boutiques, these little pockets of London that are so interesting; they show the real, authentic side of the city.”

And if it’s authenticity you’re after – of the local or Norwegian variety – Bonchurch Road has it covered.

Bonchurch Road is available for short stays.