Pauline Madani’s ‘Renewal’ Art Installation Debuts at Sikka Art Festival 2025: Innovation and Sustainability Highlighted by Studio Thirteen and Nordic Homeworx
Renewal embodies a shared dedication to innovation and design. Design Middle East speaks with Pauline Madani, Founder of Nordic Homeworx, as she explores the impact of sustainability, creativity, and collaboration.
How did Nordic Homeworx’s flooring expertise contribute to the Renewal installation, and what role did the upcycled Swedish floorboards play in the creative process?
We’ve spent nearly two decades working with high-quality Kährs wood flooring, so we understand the craftsmanship and durability of Swedish wood. For Renewal, we provided used floorboards that had already lived a full life in homes or projects. Instead of discarding them, we saw an opportunity to give them a second life as art. Our installers played a big role, setting up each wooden pillar as a canvas for the artists. It’s been quite amazing to see how something so familiar to us – wood flooring – can be completely transformed into beautiful sculptures.
What inspired Nordic Homeworx to collaborate with Studio Thirteen for the Sikka Art Festival, and how does this partnership reflect your brand’s ethos?
We’ve always believed that wood is more than just a material – it’s our connection to nature and to stories that span generations. So, when Rabab Tantawy, Founder of Studio Thirteen approached us with the idea of repurposing our wood for an art installation, it immediately resonated with us. Sustainability is at the heart of what we do, and so is the idea of longevity – whether it’s in flooring, design, or artistic expression. Partnering with local artists through Studio Thirteen was a natural extension of our values. It’s about celebrating creativity, community, and reimagination.
How do Swedish values of simplicity, functionality, and sustainability influence your projects in the UAE?
Swedish design is all about balance – beauty and function, nature and innovation. We bring that mindset to every project in the UAE. Whether it’s in the durability of our floors, our commitment to eco-friendly materials, or how we engage with clients, we prioritise long-term value over trends. Sustainability isn’t just a buzzword for us, it’s deeply embedded in Swedish culture. In Dubai, where design is often bold and expressive, we love introducing a different perspective – one that’s warm, natural, and timeless.
What message does the Renewal installation aim to convey about environmental responsibility and creative reuse?
Renewal is a statement about possibility. It’s about looking at something that might seem ‘used’ or ‘finished’ and realising it still has so much potential. We hope it sparks conversations about how we view materials and waste. The sculptures aren’t just beautiful artworks – they prove that sustainability and creativity can go hand in hand. If a raw wooden floorboard can be transformed into art, imagine what else we can rethink and reuse.
How has collaborating with UAE-based artists through Studio Thirteen enriched this project?
It’s been incredibly inspiring. Each artist has brought their own perspective and creativity, and it’s fascinating to see how they’ve interpreted the material in completely different ways. For us, working with the art community adds a new layer of storytelling to what we do. Flooring is often seen as the backdrop in a space, but through this project our wood has become the focal point. That’s been really special to witness.
In what ways do you see projects like Renewal inspiring the design industry to adopt more sustainable practices?
I think it’s about showing that sustainability doesn’t mean compromise. It actually opens up new creative opportunities. The design industry is shifting towards more conscious choices, but sometimes people think sustainable materials limit creativity. Renewal proves the opposite. It’s a reminder that upcycling can be thoughtful, artistic, and high-quality. If we can encourage designers to look at materials in a new way, that’s a huge win.
Looking ahead, what other sustainability-driven initiatives can we expect from Nordic Homeworx?
Sustainability has always been a priority for us, and we’re constantly looking for ways to push it further. One big focus is helping our clients maintain and extend the life of their floors because the most sustainable product is one that lasts. And of course, we’d love to keep collaborating with artists, designers, and architects to explore even more creative ways to bring sustainability into the conversation.
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