Nordic Homeworx Returns To Downtown Design With Bold New Concept

Nordic Homeworx is back at Downtown Design, presenting a bold new concept that fuses Scandinavian design principles with Middle Eastern aesthetics

Swedish wood flooring specialists Nordic Homeworx will mark their return to Downtown Design in November 2025 with a bold and immersive new concept: a modern Nordic cabin reimagined for the Middle East. It will be the company’s first appearance at the region’s leading design fair since 2018, and a powerful reflection of its continued growth, creative evolution and deep Scandinavian roots.

Established in Dubai in 2006 by Swedish native Pauline Madani, Nordic Homeworx is the exclusive Middle East partner for Kährs of Sweden, one of the world’s oldest and most respected wood flooring manufacturers, founded in 1857 in the forests of Småland. Today, Nordic Homeworx continues to bring the heritage, craftsmanship and sustainable innovation of Swedish wood flooring to homes and commercial spaces across the UAE and the wider region.

For Downtown Design 2025, Nordic Homeworx has partnered once again with Styled Habitat, the Dubai-based interior architecture studio led by Rabah Saeid, to present a conceptual stand unlike any other. Inspired by the journey from the forests of Småland to the desert landscape of Dubai, the installation offers a serene, cabin-like retreat grounded in the values of Scandinavian living: nature, simplicity, calm and connection. Clad in reclaimed Kährs floorboards, the space evokes the feeling of stepping into a remote cabin in the Swedish woods and cements the brand’s deep commitment to sustainability and circular design.

Pauline Madani, Founder and Managing Director of Nordic Homeworx says: “From the early concept design, we knew we wanted to share an immersive experience that invites visitors to slow down, breathe deeply, and reconnect with the sensory world around them.” She continues: “This is not a traditional trade booth. You will not find stacks of brochures or flooring samples here. Instead, our space is conceptual – an emotional expression of the Nordic Homeworx ethos. It is about honouring everyone’s right to feel at home. A place to pause, reflect and experience the essence of Scandinavian design through atmosphere, texture and feeling.”

The stand marks a continuation of the Nordic Living brand philosophy launched by Nordic Homeworx in 2024 with their new Dubai showroom, also designed by Rabah and Styled Habitat. Just as the showroom was created to feel like a home, the installation at Downtown Design 2025 serves as an extension of that same idea: that good design should be both grounding and elevating, tactile and emotional.

Rabah Saeid, Founder and Creative Director of  Styled Habitat adds: “Our partnership with Nordic Homeworx spans years, but what makes it truly special is the shared vision Pauline and I have nurtured – not just as collaborators, but as friends. Visiting Sweden together earlier this year, walking through the forests of Småland where these floors begin their journey, gave me a renewed appreciation for the story behind the material. This installation is our way of bringing that story to life – it is raw, quiet and deeply rooted in Swedish nature.”

Curated by Dubai-based ikonhouse, pieces from Carl Hansen, &Tradition, Muuto and Viabizzuno complement the space, reinforcing the theme of natural materials, quiet elegance and considered design, while dark green oak doors by Fronteriors bring contrast and a subtle richness to the minimalist interiors.

“We’re proud to support Nordic Homeworx with a selection of timeless Scandinavian pieces that complement the architectural simplicity and soul of the space. The collection is rooted in craftsmanship, comfort and quiet presence – a natural fit for the cabin concept.” – Dorian Pauwels, Owner and CEO, ikonhouse

“We’re thrilled to see our oak doors used in such a thoughtful and expressive setting. The rich, dark green finish brings depth and contrast to the cabin interiors. We also love how naturally this collaboration came together – Kährs being of Sweden origin, just like IKEA, which is at the heart of our concept. There’s a quiet synergy in that shared heritage that makes the result feel even more considered.”– Kathryn Hawkes and Linda Dekkers, Founders, Fronteriors

The Nordic Homeworx stand will be part of Downtown Design Dubai, taking place from 5–9 November 2025 at Dubai Design District (d3).