Made by Choice: Inventive Nordic design through craft and collaboration

By Ndéla Faye

In the small Finnish town of Halikko, Made by Choice brings its vision of modern Nordic design to life. Known for its bold aesthetics, exceptional craftsmanship and deep commitment to sustainability, the award-winning Finnish furniture brand has found its way into some of the most exclusive spaces around the world.

Made by Choice, founded in 2015, was born out of a desire to create alternative furniture; playful, characterful pieces that tell stories and bring joy to their owners. Each product is made in the company’s own Halikko factory, where around 40 artisans and engineers combine traditional woodworking methods with modern technology. “We want to make furniture that people can connect with: pieces that hold meaning, are made with care, and built to last,” says Antti Olin, the company’s CEO.

Lieksa. Photo: Matti Pyykkö

Collaboration is central to the brand’s identity, and Made by Choice works with designers, artists and creative thinkers from a wide range of fields. This openness has led to collaborations that push boundaries, producing furniture that is as conceptual as it is functional.

One standout is the Lieksa chair, created together with New York-based design practice Snarkitecture. The piece merges the warmth of Finnish wood with Snarkitecture’s sculptural minimalism, resulting in a chair that feels at once familiar and experimental.

Kolho at Mount Street Restaurant. Photo: Simon Brown

Another is Kolho, designed with American artist Matthew Day Jackson. Kolho is a striking collection, with its combination of right angles and serpentine curves. The collection has become a Made by Choice bestseller, featured in The New York Times, Forbes and Financial Times, and celebrated for its blend of artistry and function.

Each Made by Choice piece begins with a specific need – whether for a restaurant, private client, office, or public space – and evolves through an intricate creative process. “We have the ability to turn even the roughest concept into a finished product, without compromising on creativity or quality. This is where our expertise really shines,” Olin says.

Made by Choice’s reputation is now spreading far beyond Finland. The company’s expansion into the USA has opened the door to international projects, including furniture for a new restaurant in the Empire State Building, as well as commissions in London and Rome, among others.

“It’s rewarding to see our work grow from a small workshop in Halikko to projects in some of the world’s most recognisable cities, and to know that the quality of our craftsmanship resonates with people,” the CEO concludes.