I want to show people how to use these textiles, how to live with them, and our identity is tied up in that. We have a 200-year German heritage, our heart is in the studio in Copenhagen, and I’m Swedish leaning Danish. We are shooting the campaign in a architecture house located in the middle of the forrest, that happens to be in Denmark but transcends time and place.

Bengt Thornefors,
Sahco Creative Director