To Experiment and Explore

In 2016, when Design Responsible Lotte Knudsen first started working for Hübsch, the look and feel of the design scheme tapped into a Nordic Minimalist vibe. Since then, the conceptual foundation of the Hübsch brand DNA has moved away from a curated way of creating collections to an in-house design process from a-z.

These are some of Lotte’s thoughts on the Hübsch brand DNA, where we came from and where we are going.

“The design direction has significantly changed since I started working for Hübsch five years ago. It has been a process going from a more neutral concept to a design foundation where keywords such as colours, materials, and contrasts are imperative in creating and developing our products. A mix of yesterday, today, and tomorrow is a good way of describing our design direction”. Design Responsible Lotte Knudsen

What is your approach to a new Collection?

Before the hands-on drawing and sketching, we usually spend quite a bit of time developing the colour palette. Finding the perfect colour combinations is part of our DNA. You will see a backdrop of tertiary and secondary colours for this collection with splashes of indigo blue and bright red.

How do you see the brand in the future?
Moving forward, we will continue to work in-depth with quality, seating comfort, and sharpening the overall expression. However, with the current creative expression and Brand DNA, we are very close to where we want to be. We always strive to bring something new to our collections. Whether in terms of technique, the atmosphere, or enhancing the quality of our products, we are adamant about bringing something new to the collection.