Heima
In all languages there are words that do not translate easily- and -“heima” is one of them. It does not only mean “at home” or “homeland” but also “live with/there” and “belong”.
Heima is co-operative project that wants to capture all these meanings and take a fresh look at things, evolve old values and explore what makes us feel at home wherever we are.
Heima values the relationship between humans, nature and objects and wants to infuse it with authenticity, humor, slowness and value of content.
Heima stands for giving a new meaning to everyday products adding an experience value.
GUDRUN LILJA GUNNLAUGSDOTTIR
Founded Studiobility in 2005 after her graduation from Design Academy Eindhoven. Studiobility often experiments with ideas and speculative creations without a set brief. This process offers unparalleled freedom to produce playful designs that contrast with preconceived ideas of how certain products should take form.
Inspiration for much of Studiobility’s work comes from nature and human behavior.
The main point of Studiobility´s work is to listen to the extra beat that is missed without close observation. It is exactly that missed beat that is the heart of Studiobility’s creative process, and has given Gudrun her status in the world of design today.
“What is extremely important for me is to play and let my mind go free. I start something and allow the inspiration along the way to lead me. In the later stages, it can be taken back to “down to earth” product design.
SIGURDUR THORSTEINSSON
Graduated in Milan in 1992 and became a partner of Design Group Italia in 1994 on of the most important industrial design agencies of Italy. He has worked for many multi-national companies such as: ABB, 3M and Samsung and been fundamental in the development of several Icelandic brands like: 66 North, Kaffitár and Blue Lagoon.
“Most of my design activities since the early 90´s have been about everyday objects and brands. Products sold in the tens of millions and appreciated for its function and aesthetic without being consider a design object”.
“After years of having a “client” between myself and the enjoyer, I have decided to jump the fence and dialogue directly with the end user. To make everyday objects that capture our eternal quest for “home”. Home is where we like it to be, home is a mindset, and it’s a desire we want to fulfill”.
After more than 20 years living in Italy Sigurdur still calls Iceland his “Heima”.
