The i-SIT chair is one of Magnus Olesen's furnishings Trendway will be selling in the North American market. (Courtesy photo)

There is a sleekness to Trendway's recently renovated Chicago showroom brought by a new collection of museum-quality Scandinavian furniture for the North American market.

The longtime Michigan furniture manufacturer is partnering with Magnus Olesen, known for its rich history of elegant, iconic and functional seating and table designs. The Danish firm collaborates with some of Denmark's most celebrated designers and architects to produce furniture that embodies the Nordic design tradition of simplicity, beauty and utility.

Trendway is the exclusive partner of Magnus Olesen products in North America, said Pete Phillips, the company's director of product commercialization for the Holland Township manufacturer with a workforce of 350 employees.

This is the first year the products have been available.

The Butterfly, Tonica and Inferno seating, the i-SIT chair, 8000 Series, Sputnik, Mix and Session tables as well as Flow modular seating are among the Magnus Olesen designs showcased at Trendway's riverfront showroom across from the Merchandise Mart, at 325 N. Wells Street.

Some of the Magnus Olesen furniture is by award-winning Danish designers Niels Gammelgaard, who has also produced many iconic designs during a long association with furniture retail giant Ikea.

The Scandinavian style fits with the changing evolution of the office space, says Nancy Stryker, Trendway's marketing director.

"We have been talking about 'res-mercial effect'; this blending of residential and commercial," Stryker said. "We know that everyone wants to work in a place that makes them feel good, gives them some of the comforts of home and fun – but everything they need to get the job done."

The partnership is attracting the eye of the architecture and design community, adds Marife Vander Schuur, who designed the Trendway showroom.

"I think adding Magnus Olesen into our portfolio has brought us to the next level," Vander Schuur said. "Now, we have the whole package."

Magnus Olesen has another West Michigan connection. The fabric covering the brand's furnishings is made by Camira Fabrics, a U.K. company which relocated its U.S. headquarters to Walker in 2014.

"We work with them on the Danish side so when they decided to take the Magnus Olesen brand into North America, we had some conversations," said Rune Akselberg, president of the company's U.S. operations.

The firm is doing a similar partnership with Zeeland-based Herman MIller for a new product launch, the award-winning Plex, a soft-seating lounge series available in Camira's new Rivet fabric.

"We have worked with them in both Europe and Asia Pacific and this is kind of our first collaboration with Herman Miller in North America," Akselberg said. "We're excited about both projects."

(Source: mlive.com  Author: Shandra Martinez)