Craft meets art. Function meets form. The material is respected and the potential is revealed. This is Nordic tradition and this is the heritage that is cherished and kept. &Tradition aims to bridge the values of solid handcraft to contemporary design. &Tradition's collection covers iconic designs and undiscovered gems from the masters of yesterday, and also features new works from leading designers of today and the talent of tomorrow.
Victor Vetterlein (born 1957 in Philadelphia) spent half his lifetime trying to find his true passion. His interest in becoming a designer unfolded slowly over time. In his youth, he wanted to build fast motorcycles. As a young man, with a Bachelor of Science degree majoring in Building Construction Management, he enjoyed constructing buildings. This lead to designing and welding steel sculptures, which eventually lead to architecture. Becoming a designer was a journey of discovery where each event was connected to the next. Inspired by his employer and mentor, the American architect Charles Gwathmey, he developed a desire to build his own signature design business. In 2007 he opened his office with an emphasis on architecture and product design. In an explorative effort to find his own language, his early design work from 2007 to 2009 was predominately whimsical and surreal art projects centered on his interest in anime, manga, and robotics.
Innovation according to Victor Vetterlein: "My best design work emerges when I forge into the realm of possibilities with spontaneity and lack of thought. The less I think, the faster I act, the more authentic the work. I am inspired by the fluid and interlaced shapes of the natural world as well as the finite fabric of a city street. Subtle details observed in life provide the stimulus for new design. I believe that a strong concept idea is the DNA for extraordinary design. When a concept is used and followed closely, the end product is deep, layered, and profound in an effortless way".