The Scandinavian Design Embassy returned to NYCxDESIGN, continuing its global mission to activate diplomatic spaces as platforms for showcasing the best of Nordic design. Marking its second New York edition, the Embassy formally welcomes Iceland into the collective—further strengthening a unified Nordic presence on the international stage. Following successful activations in Stockholm, Tokyo, and Paris, this year’s expansion signaled a deepened commitment to engaging the American market.

“It is exciting to begin our collaboration with Iceland here in New York, a city that has remained a key export destination for Nordic design for decades,” comments Caline Heiroth, Scandinavian Design Embassy Project Manager. “For us Nordics, this is a valuable opportunity to collaborate and present our shared way of living.”

To celebrate this expansion, the Embassy presents Spotlight on Scandinavian Design, hosted at the Swedish Consul General’s Residence during NYCxDESIGN. This exclusive “Meet the Makers” event offered an intimate setting for press, buyers, cultural leaders, and design professionals to experience Nordic innovation firsthand and connect with leading regional brands from Sweden, Finland, and Iceland.

“Sweden is delighted to host this event,” adds Erik Ullenhag, Consul General of Sweden. “The Nordic countries share a long history of collaboration, and design is a unifying force among us. It goes beyond shaping our environments; it is embedded in how we think, from the structure of our societies to the solutions we create for contemporary life.”

The 2026 spotlight showcase features six visionary Nordic brands:

• Aurum (Iceland): Deeply rooted in Icelandic storytelling and the raw geometry of the Nordic landscape, the Reykjavík-based jewelry brand crafts refined, nature-inspired pieces made from recycled precious metals.
• Hem (Sweden): A Stockholm-based design brand building progressive furniture for contemporary living. Working with designers such as Max Lamb, Faye Toogood, and Sabine Marcelis, Hem develops imaginative pieces defined by material clarity, function, and long-term use. Inno (Finland): Blending Finnish design clarity with circular thinking, Inno provides durable, customizable furniture for public and private interiors with an emphasis on longevity in both form and function.
• Kula by Bryndís (Iceland): Transforming 100% Icelandic wool into sculptural acoustic pieces, Kula by Bryndís merges material innovation with a focus on well-being.
• Photowall (Sweden): At the intersection of photography and architecture, Photowall offers customizable, art-driven wallcoverings that transform interiors into immersive environments.
• Vandra Rugs (Sweden): Reinterpreting traditional Scandinavian weaving techniques through a modern lens, Vandra Rugs emphasizes sustainability, craftsmanship, and tactile richness.

Image credit: Jeffrey Rosenberg