This festive season, Scandinavian-themed decorations and muted colours - such as silver and grey - are a top trend when it comes to Christmas interiors. Exhibitors at London's annual Spirit of Christmas fair say less is more this year when it comes to choosing decorations.
It's beginning to look a lot like Christmas at the annual Spirit of Christmas fair in London, but this is perhaps one UK visitors aren't so familiar with.
The week-long event is hosting a collection of around 750 independent boutiques, many indulging in the latest trend for Scandinavian-style interior design.
That includes London-based Danish Collection.
Many of the items on display here delight in a cosy home ambience.
This festive season, Scandinavian-themed decorations and muted colours - such as silver and grey - are a top trend when it comes to Christmas interiors. Exhibitors at London's annual Spirit of Christmas fair say less is more this year when it comes to choosing decorations.
"The Danes are very much about a little bit less is more. So, we like very intricate details, we like designs, we like that a lot of hours have gone into the designs as well and the colours are not necessarily traditional red, blues and greens, we do mix it up with silver, we do a lot of gold as well, gold is coming back in as a trend," said Judith Jorgensen, director of Danish Collection.
And Danish Collection isn't the only one.
Not far away, Swedish Designers are exhibiting a collection of quirky Scandinavian-themed Christmas decorations, including small Santa Claus figures and flying cow tree decorations.
"I think what's in trend this year is very much Scandinavian goods. There's a trend in the general market within interiors and in TV and in lifestyle that's very much Scandinavian," said Liselotte Osugo, Naasgransgarden Swedish designer.
Even UK-based companies are embracing the trend for Scandinavian design.
Cheshire-based Project Rudolph is exhibiting this collection of alpine, rustic, chalet-themed decorations. It includes sewn tartan baubles and decorative wooden ice skates.
"When you say traditional Christmas, tinsel is probably quite old fashioned these days, we've never done anything tinselly or kind of old style, baubles, that kind of thing. It's all kind of warm, jute colours, tartans, just kind of natural products that we use where we can," said Sarah West, owner of Project Rudolph.
The annual week-long fair opened October 31st at London's Olympia exhibition center and expects to welcome around 50,000 visitors over the seven days.
