From Forest to Fair: We Are Returning to Downtown Design

September 5, 2025

Pauline Madani and Rabah Saeid in front of logs at the Kährs factory — Pauline Madani, Founder & Managing Director Nordic Homeworx, and Rabah Saeid, Founder & Creative Director Styled Habitat, at the Kährs factory in Nybro, Sweden.

For the first time since 2018, we are preparing to return to Downtown Design this November, and it feels like the right moment to share something truly special.

Our installation this year is not about product displays or stacks of brochures. Instead, it’s an experience, a space that invites you to pause and reconnect with the values we hold most dear at Nordic Homeworx: simplicity, connection, and respect for nature.

This concept began earlier in 2025, when Rabah Saeid (our long-term creative partner and founder of Styled Habitat) and I travelled together to Nybro in Småland, Sweden. We walked through the Kährs factory, where each board begins its journey, and we spent time in the forests where this wood has grown for centuries. That trip reminded me why I started Nordic Homeworx back in 2006: to bring the craft, warmth, and sustainable legacy of Swedish design into homes and spaces across the Middle East.

Designing a Scandinavian Retreat in Dubai

Scandinavian-inspired living room with reclaimed wood flooring, neutral tones, and timeless furniture design by Nordic Homeworx. — Cosy Scandinavian-inspired living room with wood flooring and elegant interiors at Sterling Tower Penthouse, Business Bay, Dubai by Nordic Homeworx.

For Downtown Design 2025, we wanted to capture that story and translate it into a contemporary design language for Dubai. Working alongside Rabah and her team, we’ve envisioned a retreat that feels deeply Scandinavian yet grounded in our local context. The space will be clad in reclaimed Kährs floorboards, a small but important gesture that speaks to our commitment to sustainability and circular design.

As Rabah put it so beautifully: “Walking through the forests of Småland gave me a renewed appreciation for the story behind the material. This installation is our way of bringing that story to life. It’s raw, quiet and rooted in nature.”

We’re also working with a handful of design partners to complement the installation with thoughtful furniture, lighting and details that heighten the sensory experience. Everything has been chosen to feel timeless, tactile and intentional. Not decorative for the sake of it, but meaningful.

Scandinavian-inspired interior detail with natural wood flooring, soft textiles, and greenery reflecting Nordic Homeworx Living philosophy. — Modern Balinese aesthetic combined with Scandinavian-inspired design featuring natural wood flooring and soft textures at Hattan Villa, The Lakes, Dubai by Nordic Homeworx.

The Nordic Living Philosophy

This project builds on the Nordic Living philosophy we introduced with our new showroom in 2024: that design should be grounding and elevating at the same time, a source of calm in a busy world.

We can’t wait to share this journey with you in November at Downtown Design, Dubai Design District (d3). Until then, we’ll be sharing glimpses from behind the scenes, from our trip to Sweden to the build process here in Dubai, on our social channels.

Perfectly installed Kährs oak wood flooring on a spiral staircase at Hattan villa in The Lakes by Nordic Homeworx — Stunning spiral staircase with Oak Anziano Kährs wood flooring at a Hattan villa in The Lakes by Nordic homeworx.

Warm Regards,

Pauline Madani

Founder & Managing Director Nordic Homeworx

Frequently Asked Questions

Is Nordic and Scandinavian design the same?

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They are closely related but not identical. Scandinavian design refers to Sweden, Denmark, and Norway, while Nordic design also includes Finland and Iceland. Both emphasise simplicity, nature, and timeless style.

What materials are being used in the installation?

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The design will feature reclaimed Kährs floorboards, highlighting Nordic Homeworx’s commitment to sustainability and circular design.

What is Kährs wood flooring?

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Kährs is a Swedish brand known for sustainable, high-quality engineered wood flooring with over 160 years of craftsmanship.

What makes Scandinavian design suitable for Dubai homes?

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Its clean lines, natural materials, and calming aesthetic balance the city’s fast-paced lifestyle with warmth and simplicity.

How does wood flooring contribute to a healthy home?

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Wood flooring is a natural, breathable material that adds warmth and comfort while supporting indoor air quality.

What makes reclaimed wood flooring special?

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Reclaimed flooring carries history and character while reducing environmental impact, making it a sustainable choice.

How does Nordic Homeworx support interior designers and architects?

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Nordic Homeworx partners with design professionals by offering customised flooring solutions, technical expertise, and project support.

Can visitors purchase flooring directly at Downtown Design?

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The installation is an experience space, not a sales booth. However, visitors can connect with the Nordic Homeworx team during the event for flooring consultations and showroom visits.

Can visitors purchase flooring directly at Downtown Design?

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The installation is an experience space, not a sales booth. However, visitors can connect with the Nordic Homeworx team during the event for flooring consultations and showroom visits.

From Forest to Fair: We Are Returning to Downtown Design