In 1988, two former Chalmers University of Technology students decided to dream big and set up an architecture studio. Almost three decades later, they are running one of the biggest architecture firms in the country, characterised by humility, high professional standards and widespread respect – or, if you like, the Krook & Tjäder spirit. The Norwegian Design Council did not know just how spot on it was when awarding the Scandic Oslo Airport Hotel and architecture firm Krook & Tjäder the ‘Innovation Prize’ in 2011, motivating its decision by declaring that the design may “inspire other commercial companies to view design for all as a tool to increase market share and achieve greater profitability.”