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Ælfred: the new east London destination for vintage Scandinavian design
Ælfred, a new emporium for vintage Scandinavian design, has opened in Hackney Wick, East London, offering a wide array of democratically priced furniture, lighting, ceramics, and glassware. The 300 sq m space is the brainchild of Danish dealer Nina Hertig, who previously co-founded Sigmar, a high-end gallery on Kings’ Road specializing in pedigree Scandinavian pieces. In contrast to Sigmar's exclusive clientele and premium pricing, Ælfred aims to make Scandinavian design accessible to a broader audience, with prices ranging from £15 to £2,500. The concept behind Ælfred is to create a fun and accessible shopping experience that encourages people to reconnect with physical objects. The store features rows of 'PH' pendant lights, ceramics from Royal Copenhagen, lamps by Louis Poulsen, glassware, and vintage silver cutlery. The curated collection includes classic designs from Danish, Swedish, Norwegian, and Finnish designers, such as Børge Mogensen, Haslev, and Alvar Aalto’s Artek.
Hertig emphasizes that the accessibility of Ælfred is achieved through scaling the business and maintaining a high turnover of stock. Containers of carefully selected vintage items arrive regularly from Denmark, with new shipments expected every two weeks. This business model allows for competitive pricing and a constantly evolving inventory. A key aspect of Ælfred's offering is the ability to mix and match items, particularly for glassware, silver cutlery, and crockery, allowing customers to purchase individual pieces rather than complete sets. Hertig highlights the enduring quality of these vintage items, noting that they were so well-made they have lasted for decades and still have plenty of life left in them, promoting sustainable consumption by giving new life to pre-owned goods.
The name Ælfred is a playful nod to Alfred the Great, who famously defended Wessex against the Vikings. However, this Ælfred is designed to be welcoming to all things Scandinavian, embracing the design heritage it celebrates. The emporium is strategically located next to a new restaurant by Moro, designed by Hertig’s friends Nina Tolstrup and Jack Mama of Studiomama. This adjacency aims to create a destination for weekend visitors, inviting them to enjoy lunch and discover unique treasures in a physical setting, celebrating the traditional joy of in-person shopping and discovery. The venture represents a shift towards a more inclusive approach to vintage design, moving away from exclusive gallery models to a more community-oriented retail experience in East London.
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