Unusual yet fascinating - the new brand of the WhiteOakGroup carries a deeper meaning than at first glance.
The origins of the word WOAK are somewhat ambiguous. One etymological current links it to the German verb waak- to be waken, while others are more in favour of its apparent phonetic links with the pronunciation of the word ”vogue”- leading place in popularity, fashionable and up to date.
Whichever theory sounds more convincing, WOAK expresses both- being awake and observant to the New, while treasuring the very best from tradition.
We are a small furniture brand with a great passion for wood. Based in Switzerland, where forests form one third of the country’s surface, our brand is the result of natural landscape and the long cultural history of wood craftsmanship.
Instead of products, we create ”pieces”, crafted with great care for the users as well the environment. We are passionate about working with the warmth of solid wood, especially oak and walnut, and attach great importance to sustainable raw materials.
Functionality is only the starting point. In fact, whenever a piece of furniture is mentioned, be it a dining table or a chest of drawers, we tend to visualize what happens around it- a family gathering, celebration, solitary dinner, contemplation in folding clothes, careful storing of memorabilia- all these are not only quotidian activities but intimate ceremonies.
We celebrate these simple moments through our forms and materials. Our goal is to create timeless pieces, drawing inspiration from the most prominent periods in furniture design, and an eye forever changing contemporary aesthetic.
We take wood seriously.