Muuto strives to expand the Scandinavian design tradition with new and original perspectives. In fact, our name Muuto, inspired by the Finnish word muutos, means new perspective. To us good design starts with the person. We handpick the brightest design talent in Scandinavia and give them the freedom to express their individual story through everyday objects. Some want to alter the world, others find passion in colour and shape or draw deeply from personal experience. How do they see a chair, vase, lamp or any other everyday product? You will know our design because it has muutos. Objects made sublime through new perspectives, enjoyed across the world, representing the best of Scandinavian design today. The “New Nordic” furniture label has spread in the design world since 2005, but it is quite difficult to distinguish from the image of “Scandinavian Design” and the heritage of values and aesthetics from the 1950s. The new products of Muuto Nordic Scandinavian Furniture Design are close to the current international neo-modernism in the form of digitally designed and industrially produced items in often thought-provoking minimalist forms and are directed at an elitist, international audience that wants to engage with these demanding aesthetics and the ideal picture of Nordic cultures—as a nice design and gourmet destination. Muuto New Nordic Furniture Design shows that the image and ideals of Scandinavian Modern are still living, as a subtle version of Scandinavian Retro, a re-imagination of the lifestyle and values of Scandinavian modern furniture. This investigation of New Nordic Design has its main focus on the Danish designer firm Muuto, which was one of the first firms to use the label “New Nordic” as part of its brand and as the framework for its design strategy.