The Danish design company Fairy Tales by Aviendo has cracked the code of bringing the almost 200-year-old fairy tale classics by Hans Christian Andersen into a contemporary context.
Sit down, close your eyes and try to recall the first time one of H.C. Andersen’s legendary fairy tales was read to you. Was it ‘The Ugly Duckling’ or maybe ‘The Princess and the Pea’? The Danish author has a lot of great stories on his résumé, so the treasure chest is wide open to Danish design company Fairy Tales by Aviendo, which has specialised in bringing the old stories into the present time.
The small company combines timeless and elegant Danish design with the classic fairy tales by Hans Christian Andersen. They started with ‘The Ugly Duckling’, then came ‘The Nightingale’ and next year, 2018, ‘The Tinderbox’ joins the Fairy Tales by Aviendo family. But what does it take to become part of the exclusive collection?
“We prefer to pick fairy tales with a moral or message we can relate to. We don’t want to moralise or lecture our customers, but we want to create a platform where the original fairy tales and our designs in collaboration can be a stepping stone to discuss the different and maybe difficult messages within the stories across generations,” explains Anders Nielsen, CEO at Fairy Tales by Aviendo.
Just this fall, Fairy Tales by Aviendo has launched a range of new products. Among them you’ll find the ‘Ugly Duckling’ in a smaller, walnut version, ‘The Nightingale’ in a few new colours and a 3D puzzle. All the new designs are made to fulfil the company’s ambition of creating quality time between generations, and connecting children and adults through tangible designs.
“We want our design to be the link between generations. Our finest job is to connect people through design,” Anders Nielsen reports.
The understanding and interaction between people is a core value at Fairy Tales by Aviendo and, to Anders Nielsen, it’s important to create products that make people connect with each other, instead of looking into the blue light from a computer screen.
“The unique thing about us is that we are based on a foundation of fairy tales which have been told through generations. We believe that our products can evoke the joy of reunion and, through that feeling, contribute to create a non-digital relation between children and adults. Quality, closeness and good relations are key values to us, but most of all we want to bring people together through the good story,” Anders Nielsen finishes.