Norra Norr
Active, unafraid, and insanely ambitious! Norra Norr was an industrial design agency founded in 2007 by Marcus Von Euler (Rudbäck), Andreas Enqvist, and Erik Petersen.
At Norra Norr, we explored the intersection of fashion technology and the energy of a young generation, balancing strategic design with innovative and impactful creations. Functionality was a given, but expression was crucial for forming an emotional connection with the product, the brands, and our generation. As a proof of our playful and creative work we got assigned by Lego as a external consultant to create new Lego concepts and play.
"We are driven by a passion for design, not for ourselves. Our designs reflect the mindset of our generation, characterized by attitude, playfulness, fun, and seriousness. We would rather people hate what we do than feel nothing at all. We are hardcore serious about our business, but our integrity and passion are not for sale. We were the punks of industrial design.” The team at Norra Norr later co founded Zound industries now re-named Marshall group we became and build the product and design department.
Below are a few example projects by Norra Norr
WeSc Headphones: Integrating Fashion with Technology 2008
Introducing playful headphone designs for the streetwear company WeSc. "The Maraca," an over-ear headphone, is inspired by Jamaican sound systems of the '70s and '80s. "The Pick-up," a foldable, pocket-friendly on-ear headphone, draws inspiration from the pickup arm of a vinyl player. Both headphones are designed to be customizable for collaborations with artists and DJs. Crafted with precision by Norra Norr.
Yniq 2008
The Yniq goggle was designed as a flexible platform that can be updated and reused for various looks and designs. It remains a top seller to this day, with recent collaborations with Gucci proving its timeless and avant-garde appeal.
"We strived to capture the cool feeling of wearing sunglasses with the Yniq goggle. The design focuses on aesthetics and materials, aiming to replicate the look of sunglasses without sacrificing performance. This challenge led to innovations that actually improved the performance. In this case, function followed form and that lead to improved functionality.”
Marcus Rudbäck, Norra Norr Creative Director
"Usually, when I order something, I have such a specific idea that the final design often falls short. With Norra Norr, it was the opposite. I was super impressed with everything; it exceeded all my expectations. Without Norra Norr, the product wouldn't be what it is today, not even close."
Jon Olsson, professional skier and co-founder of Yniq Eyewear
Mutewatch 2009
One of the first smartwatches launched globally in 2009, the Mutewatch featured an innovative UI and design, earning high praise from apple founder Steve Wozniak as the best combination of technology and design since the iPod. Its hidden touchscreen, encapsulated in strong TPU, set a benchmark for future designs such as the Nike FuelBand and Fitbit. Concept, hardware, and UI design by Norra Norr.
The consultancy work with Norra Norr on the Mutewatch project resulted in one of the smartwatche Mutewach. Its seamless rubber design hides an LED screen that activates with a tap or wrist flick. With touch interface and gentle vibration alerts for alarms and timers, it’s perfect for discreet reminders. The Mutewatch also features an ambient light sensor and accelerometer, making it a truly innovative and intuitive timepiece. We are forever thankful for the work and passion from Norra Norr in this project.
Mai-li Hammargren co founder and CEO of Mutewatch.
Teenage Engineering M-1 Headphones 2019: Pioneering Sustainable Design
Designed in collaboration with the legendary Jesper Kouthoofd, the M-1 is Teenage Engineering's first on-ear headphone. This innovative product is designed for music creation together with Teenage engineering synthesisers and tools for creators. The M-1 is also collapsable for travelling and features a pro headset microphone perfect for vocals during music creation or when spinning records.
The M-1 is designed for easy refurbishing and recycling, with a collapsible design that minimizes packaging size and reduces material and transportation emissions. This project underscores our dedication to sustainability and innovative product design.
Arlanda Express
Many of us played with trains as kids, and for some, that passion continues into adulthood. When Norra Norr and Idesign pitched to redesign the interior of the Arlanda Express train, A-Train, the client was captivated by Idesign's experience and Norra Norr's creative, playful attitude.
A-Train wanted the train interior to exceed expectations and encouraged Norra Norr to bring a sense of fun and mischief to the design. And that's exactly what we did.
Through our consultancy, we help contribute to innovative, stylish, and sustainable products that redefine industry standards. Our partnership exemplifies how strategic consultancy can drive the creation of groundbreaking designs that resonate with modern consumers and push the boundaries.
