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November 28, 2019

BoConcept is bringing hygge into Adelaide homes

BoConcept in Norwood has opened a sophisticated shopfront on Kensington Road and is bringing warm and comfortable premium Danish design to the local market.

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  • Words: Belinda Wilis
  • Pictures: Meaghan Coles

Interior designers Rebecca and Tim Wood, who own the iconic Transforma high-end furniture store, have been working on plans for a BoConcept Adelaide store for some time.

“We are positioning this as our premium range, this is a full collection, everything complements each other, it’s quite urban, contemporary, very Danish functional designs,” Rebecca says.


BoConcept Norwood
25 Kensington Road, Norwood 5067
Mon-Fri: 10am ’til 5:30pm
Saturday: 10am ’til 4pm
Sunday: 11am ’til 5pm


Wandering its light-filled showroom, it’s clear the beautifully crafted furniture and furnishings are channelling the brand’s Scandinavian and metropolitan inspiration.

The current collections, New Neutrals and Mystic Fantasy, showcase a range of sofas and dining settings carefully styled to translate easily into Adelaide homes.

New Neutrals bring paler woods, ceramic and white marble with a palette of near pastel hues, which contrasts against Mystic Fantasy, with its dark leather, velvet, black oak and dark glass.

BoConcept was founded in Denmark in 1952, and the premium retail lifestyle brand now has close to 300 stores operating in more than 60 countries.

Rebecca and Tim were attending the Milan Furniture Fair last year when they decided to bring the third Australian BoConcept store to Adelaide.

The couple met key BoConcept leaders and visited European stores to gauge how the brand would translate in the Adelaide marketplace, before officially opening the Norwood shop in October.


Now the store is selling its own Danish designed and produced contemporary furniture, accessories and lighting for living, dining, sleeping, home-office and outdoor spaces.

Rebecca says BoConcept also offers an interior design service to help its customers create the perfect home.

All staff working in the store are interior designers and they can meet with customers to learn more about their specific needs and lifestyle.

They can then take measurements and develop detailed interior designs for a customer’s home using in-house imaging with 3D renders.

“With the large number of apartments being built in Adelaide now it means customers can shop for furniture and know how it will look in their homes while work is still underway, it can be delivered when they are ready to move in,” Rebecca says.

“It’s about us helping to find out what our customers need and finding a solution.”


Wandering the store, natural elements run through the furniture – American Oak and European Walnut – with the added versatility of custom design, with various fabrics and configurations to suit individual homes.

One sofa alone comes in 125 different configurations, with the added option of choosing from the vast range of fabrics or leather as a finish.

Amongst the collection of furniture is the iconic Imola chair, inspired by a tennis ball and created by veteran designer Henrik Pedersen.

And, in the spirit of the coming festive season, there is also a BoConcept take on Christmas, with a smattering of attractive decorations and many stylish accessories like vases, platters and bowls ready to add a Danish hygge to gifts under the tree.

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