Twenty1 Middle East is waving the flag for sustainable Scandinavian design, reports SHALAKA PARADKAR

Billed as a new concept in interior design for the region, Twenty1 Middle East is a one-year old company that offers design, turnkey, furniture and fitout solutions to a select clientele. They also represent some of the world’s most contemporary and progressively designed ranges of office furniture, sourced from “the bedrock of sustainability that is Scandinavia”. The company represents leading Scandinavian brands such as Håg, Fumac, Dan-Form, Ege and Tvilum-Scanbirk.

Twenty1 was one of the first vendors to market the concept of sustainability, delivered through interior design, to the UAE. Their 2,000-sq-m showroom located at Mina Zayed, Abu Dhabi, is the centrepiece behind a sustained drive to deliver viable design-led interior solutions for living and working spaces for the increasing environmentally-conscious businesses that operate within the UAE. Abu Dhabi, widely seen as the city that is leading the drive to sustainability in the Middle East, was a natural choice.

“UAE businesses are becoming increasingly aware about the challenge to deliver working and living spaces that are environmentally conscious but all too often translating this awareness into positive action is far harder to achieve. We make that transition possible, with viable design-led solutions that marry sustainability ideals with beautiful environs,” says Torben Hildebrandt, managing director of Twenty1 Middle East.

Hildebrandt came to the UAE from Denmark in the year 2000. Having worked in the commercial interior fit-out and furniture industry for the past 13 years, and blessed with an outgoing personality and a ‘can do’ attitude, Hildebrandt has developed a strong network of clients who value his honest inputs and years of local experience. Hildebrandt is in charge of sales and design.

Managing partner Muqit Aziz came to the UAE from Canada in 2002 and has worked with Torben for the past 8 years. A behind-the-scenes person, Aziz’s strength lies in supporting the sales department and controlling the administration and finances of the company.

CLIENTS

Some of the clients they have worked with include UTS Kentz, AECOM, Abu Dhabi Motor Sports Management (ADMM), Control & Application Emirates, Good Harbour, Falcon Aviation Service, BHF Private Bank Representative Office, KFW Bank Representative Office, Outotec Gmbh and the Sunrise Yacht for HH Sheikh Dr Sultan Bin Khalifa Al Nahyan.

So has the recession – especially what’s happened in neighbouring Dubai – affected their operations? “Since we are located in Abu Dhabi, we have not experienced the same effects as Dubai. Almost all projects in Abu Dhabi are going forward as announced,” says Aziz.

From the beginning they have marketed their solutions to a niche, environmentally conscious clientele – typically multinational corporations who have already adapted or are adapting sustainable business practices. Aziz says the market response to their Scandinavian product offerings has been uniformly positive.

“What we have on offer does not suit everyone’s taste, but multinational companies prefer the Scandinavian aesthetic – linear, minimal, with furniture designed for open space offices. Our design solutions are also location specific, we specialise in open work environments, flexible work solutions and workplace design.”

“When we were established a year ago, we were seen to have unique designs that the local market did not offer. However we are not really new players, having been in this market for a long time, being well known in Abu Dhabi, and backed by a large credible business group.”

TURNING A GREEN LEAF

Twenty1 had estimated sales to the tune of Dhs 5mn in their first year; they ended the year with a turnover of Dhs 15 mn. Next year they are projecting a turnover of between Dhs 30 mn to 35 mn. While the bulk of their business is to do with offices, another division offers furnishings solutions to companies that provide accommodation to staff. Their typical turnkey solution costs 1200-1500 per sq m, with average project size being in the Dhs1 mn range

Despite the U.S. Green Building Council coming out with a new version of LEED, Aziz believes that Scandinavian suppliers would be largely unaffected because of the stringent sustainability codes and standards followed, as well as the annual re-qualifications required by law for European manufacturers. Prices for sustainable products from Scandinavia have not dropped either; instead they have registered a modest increase. “

So what makes this firm different? “There are indeed several interior fit out companies in the UAE. At Twenty1, our differentiation factors serve not only as our competitive advantage, but are a key element to identifying who we are and what we stand for. Our aim is simple. We would like to help create commercial interiors that are innovative, functional and aesthetically pleasing while delivering the maximum return on investment to our clients,” responds Aziz.

“We are constantly researching current design, using eco friendly materials whenever possible, and represent diverse furniture design trends.”

Their parent company Scan-Thor Group (established in 1979), based in Europe, is one of the largest trading companies in Europe with more than 30 years of global sourcing experience in furniture, textiles, fashion, ceramics and electronics. The Scan-Thor Group has offices in 9 countries.

“I would describe Scandinavian design as being unique, easy to use, commonsensical and positive – being good for the environment. While sustainability is a relatively new development here, with initiatives such as MASDAR from the government people are realising that it’s good business practice. The Twenty1 APS worldwide, corporate responsibility and quality certified supplier network allows us access to all major sourcing markets which means that we are able to source furniture through our global sourcing partners at a price that cannot be matched by our competition. This simply translates to our clients paying a substantially lower price for good quality design furniture.

“What we offer are products that are competitive in price, with impeccable credentials – together it makes for a great value proposition.”

GREENING YOUR OFFICE

Twenty1 Middle East suggests these basic steps to minimise the impact of your day-to-day work activities and ultimately create a greener business environment:
• Use email instead of paper – and DON’T keep printing those emails out to read them!
• Print and copy on both sides of paper. This is now standard practice in big business – so you won’t appear cheap, just responsible.
• Avoid leaving computer and electrical equipment switched on standby or the lights on when you are not in the office – switch them off. Not only is this good for the environment, but it saves you money too!
• Turn down that air-conditioning, if you’re wearing a jumper it’s too cold! In the Middle East, typically 60-70% of our electric consumption is accounted for by air conditioning. Each degree below 25 deg Celsius will increase energy usage by 3-4%.
• Recycle and re-use as much as possible. For example; only store documents that are really going to be needed for the future. Shred and recycle confidential items, or use a document destruction service that recycles. Re-use old folders and clear plastic dockets – there’s life in it yet.
• Reduce your storage needs. For example; request invoices and other official documentation electronically rather than in hard copy and consider keeping electronic copies of documents rather than filing away in hard form.
• Select environmentally responsible suppliers and products. More and more suppliers of office furniture and equipment are producing ranges that are either recycled or contain a large component of recycled material or in the case of products containing wood or pulp, are sourced from sustainable sources.