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Interview with Helen RK Jensen, VP Brand at Carpe Diem Beds.

'The beds were inspired by the islands in the archipelago on the west coast of Sweden'

When it comes to bedrooms, the Swedish brand Carpe Diem Beds believes they are more than just a place to rest one's head, it's a sanctuary. 'That's why we offer everything you need for the bedroom. Carpe Diem Beds is a lifestyle brand. We offer more than just a bed,' explains Helen RK Jensen, VP Brand at Carpe Diem Beds. We interviewed her to know more about the brand's origins, the new Iconic Collection they just launched and the upcoming 3daysofdesign in Copenhagen.

It all started with a picnic
The brand was founded by Börje Thuleskär, a chiropractor from Sweden. Dissatisfied with the offerings on the market, he embarked on a personal mission to create something better. 'It wasn't until he actually went on a picnic in the archipelago on the west coast of Sweden that he knew what he wanted to create. Imagine the nature, with the rhythmic whisper of the waves, the crisp sea breeze, and the wild heather growing among the rocks. This tranquil landscape was the inspiration behind the brand. He spread out his picnic blanket on a meadow of heather to lay down and rest. As he closed his eyes, he experienced a floating sensation and a feeling of weightlessness. He researched this further and even worked with the Spinal Unit at Sahlgrenska University Hospital in Sweden, to create the perfect bed. Since that day, that weightless feel is found in the comfort of every bed from Carpe Diem Beds,' Helen explains.

Introducing the Iconic Collection
'With the new collection we have now, we're taking this initial idea of weightlessness even further: we created floating designs. The weightless feeling of the mattress and the floating design really go hand in hand,' says Helen. The new collection was launched on May 1st and features a centred leg piece, which is the stand-out element of the collection, providing the beds with an ethereal, floating look. The Iconic Collection beds contain the patented Contour Pocket system, providing unparalleled support and that weightless feel deeply rooted in the brand's DNA.

'The Iconic Collection includes four bed models, each named after islands in the archipelago on the west coast of Sweden. The Kungsö is a continental bed that combines innovation with an elegant and modern design. The design is based on the centred leg piece, creating a floating visual effect that is both striking and captivating. The Hällsö Walnut consists of a handcrafted walnut frame, where the natural variations of the wood make each bed unique. The wooden frame's timeless, classic charm elevates the bedroom's design. Then there's the Hällsö Upholstery. This is a frame bed with an elegant, fabric-padded frame and the innovative floating design that defines this unique range. The frame seamlessly complements modern interior styles, adding a touch of sophistication and contemporary flair to your bedroom. Finally, the Vindö adjustable bed is the existing and most exclusive bed in The Iconic Collection. Vindö offers a luxurious, floating design synonymous with the rest of the collection. This adjustable bed allows you to control your body's position and indulge in relaxing massages, making it a one-of-a kind experience, and has the added convenience of a light feature.'

The collection is further elevated with new fabrics, marking the brand's first collaboration with Kvadrat, the renowned Danish textile brand. The new fabrics are inspired by the calming colours found in Lysekil's archipelago and will feature 22 exclusive designs, six of which are wool fabrics from Kvadrat.

3daysofdesign Copenhagen
The new collection is launched at 3daysofdesign in Copenhagen as well. 'We have a flagship store right in the city centre. The store will be entirely redone with the new collection. And we're also joining "Enter the Salon" in the Conary, a beautiful old townhouse in central Copenhagen. Enter the Salon is a curated joint exhibition of 8 international brands. It's a space where design, art and poetry converge, creating a seamless blend of the past with the present,' Helen says.

More information:
Carpe Diem Beds
[email protected]