The Scandinavian style as a cultural phenomenon of the late XX – early XXI centuries

The article examines the features of the Scandinavian style as a cultural phenome-non of the late XX – early XXI centuries. on the example of the Danish concept of hugge and the Swedish concept of lagom. The authors point out that Scandinavian culture has become increasingly popular over a few decades. The light, comfortable and functional Scandinavian design, which goes far beyond the Nordic countries, is particularly interesting. In their projects, the designers were able to capture their people' cultural and mental traits: they are thrifty, unhurried, and with great affection for their native nature and home. Being light and natural, Scandinavian design represents the two main aspects of human life – aesthetic pleasure and acquisition of practical things. An important current social trend toward sustainability and responsible consumption expressed in the work of Scandinavian designers makes this cultural phenomenon even more topical. The material for the research was design studios and schools, creating objects in Scandinavian style, as well as making projects for various functional spaces. The research is based on a historical and cultural approach. The authors use the methods of analysis, systematization, generalization, as well as art criticism and phenomenological one. As a result of the study, the authors conclude that, despite the convenience and functionality of technology and innovation, Scandinavian design aims at harmony and balance between practicality and aesthetic content. This style is rational, friendly and considerate to people, because initially the man changes the space, and then the space changes the man.