More North was conceived as a new gallery and exhibition space devoted exclusively to the best of
contemporary Nordic art and design. The three principal partners and gallery owners, all of whom
have served together as trustees of the American-Scandinavian Foundation, decided to create an
entirely new resource in New York City – beyond what was already available at Scandinavia House
and in New York's art museums.
The design breaks from traditional programming associated with art galleries and exhibition spaces.
The first indication of the hybrid program is the 25-foot tall birch trees connecting the ground floor
with the lower level children’s gallery. Rather than envisioning a place where children should quietly
look and not touch…this space invites children to be children. A blue wood wall with openings shaped
as silhouetted trees provides the perfect escape from the noise outside. The colorful Scandinavian
toys are not wrapped in plastic, but spread around the floor of the gallery. The children’s level blurs
the distinction between gallery, store, and classroom.
Similarly, the ground floor is an opportunity to mix the design arts with crafts and fine paintings.
Rather than separate the competing elements, the gallery balances the display between the disparate
arts. One can find a Swedish glass bowl illuminated by a Finnish lamp on a Danish table. The interior
design enables these complex relationships by acting as a serene backdrop of carefully crafted
materials. The white concrete floors and painted metal shelves and walls reflect the simplicity and
sense of calm – long identified with these countries and their artistic traditions.
Another balancing act involves the risk of diluting the exhibition of art, by sharing the space with
furniture, design objects, and children’s toys. This is avoided through the creation of a solitary
exhibition space at the back of the gallery. Wrapped in floating paper-thin folded metal, the picture
gallery is a space to see the art without distraction.