This AW we’ll be looking north for our interior inspiration. Think hygge-filled cosiness, rich, scrumptious browns and interiors that make you want to hibernate in style. PuRe spoke with Bo Hellberg, CMO at Scandinavian design icons String Furniture & Grythyttan Stålmöbler, about the top Scandinavian AW trends we’ll be seeing everywhere this year.
The rise of chocolate brown
Bo Hellberg, CMO at Scandinavian design icons String Furniture & Grythyttan Stålmöbler, notes, “Chocolate brown is a rich, earthy tone that brings warmth and softness to interior spaces. Its popularity has grown significantly over the past year, thanks to its versatility and timeless appeal. Whether used as a grounding statement on its own or as a sophisticated backdrop to complementary hues, chocolate brown creates depth and balance within a room.”
“In 2026, we introduced a new dark brown and oak finish to the iconic String® System. The response has been overwhelmingly positive, with the finish quickly becoming a sought-after choice for contemporary interiors.”
Hygge-inspired design: The art of comfort
Hellberg shares, “In AW26, creating spaces that feel safe, calm and nurturing remains key. This trend speaks to a slower, more grounded way of being, especially as the days get shorter. Creating cosy corners is about adding softness and invitation without fuss. Layer soft wool throws and weather-resistant cushions on classic steel-framed chairs or benches to bring warmth and comfort. Thoughtful furniture arrangements encourage lingering conversations and moments of calm, transforming outdoor spaces into intimate retreats.”
The art of shelf styling
.Hellberg suggests, “Treat your shelf like a canvas, and create a work of art on top of it with artfully styled ‘clutter.’ Not only is it fun to create your own, ever-changing artwork from your knick-knacks, but it is also a simple way to bring warmth and seasonal touches into your space.”
