The founders have a strong belief in creating their own design direction, different from the prevailing New Nordic wave. Friends & Founders distinctive design direction is orchestrated by Ida Linea Hildebrand who considers it a "geometrical performance act" with inspiration drawn from mathematical theories, geometric shapes and outlines.
She says “Reducing material and approaching the limit of what is technically possible fascinates me as an designer. I am unwilling to compromise when it comes to design and the realization of our ideas. Playing with strong silhouettes has become an important element in my work and this is something that Friends & Founders will continue to explore.”
Viaduct is an official UK dealer of Friends & Founders furniture and accessories.