Big in Japan

Heymat’s new collections were met with an overwhelming response when exhibited at the international trade fair IFFT/Interior Lifestyle Living in Tokyo November 14 – 16, 2018.

“We are very happy with the feedback we received during our stay in Tokyo. It confirms that our mats resonate well with the Japanese market,” says Sonja Djønne, CEO of Heymat.

Heymat were one of 423 exhibitors at the event, where the latest interior trends were presented to a Japanese audience. The stand was in collaboration with Norwegian Icons, who work to promote Norwegian design to a Japanese and global market.

Good match

Japanese and Scandinavian design traditions share an affection for clean minimalism. The mats’ simple and geometric designs build on this aesthetic, which could help explain the Norwegian products’ success in Tokyo.

And Heymat are big in Japan in more ways that one. Japanese apartments tend to be smaller than Norwegian homes, and the mats are often used in other areas than the entrance. Placed in living rooms and kitchens, the mats appear like small carpets.

“The functionality of the mats appeals to the Japanese, who are very concerned with hygiene and cleanliness. The thick pile also contributes to a warm and cosy atmosphere, something that is much appreciated in a country where isolation isn’t quite the same as in Norway, concludes Sonja Djønne.


Hagl Silver – Photo: Satoshi Nagare

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