so to create a new branding identity based on the concept of ‘Scandinavian luxury’. “When we were briefed with the integrated project for the new brand identity and showroom environment, we first had to define what Scandinavian luxury really meant,”  Gary McCartney, creative director at McCartney Design, said. “We thought about the enjoyment of the ‘great life’ and the Danish word Hygge, which describes the deep sense of pleasure found in making ordinary things extraordinary. “One of Scandinavia’s greatest luxuries is daylight, in particular the celebration of summer and the mystique of the midnight sun, along with the beauty of uncluttered open space,” McCartney said. Across the new brand McCartney Design utilised white, open space, and natural light. In planning the store, the team opened up the windows at the front and back of the showroom in order to create a greater sense of space. To highlight the natural materials of the furniture the floor is bright white. The white is offset by a palette of carefully chosen greys in reference to the colour of the sky during the Scandinavian midnight sun. “We used the idea of layering to express snugness. In keeping with the tradition of making beautiful things from ordinary materials, there are brick, wood, and fabric  textures, with hanging quilts as a signature design element to divide and define spaces.” The new brand gives careful attention to the size, balance, and look of the logo. “The sans serif font was chosen to complement the elegant simplicity of the furniture, and the addition of gold foil provided the final detail needed to add a touch of luxury.”