7115: How did Kollekted By come into being? What was the original idea, and how has it evolved since then?

^Alessandro It all began when I found an old, abandoned butcher shop just a few blocks from where we are now. I tried reaching out to the owner of the building but got no response. Shortly after, we went to Denmark on a work trip and contacted a young brand we had recently discovered, FRAMA. We met with Niels from FRAMA, had a coffee by the lake, and visited his office space. He inspired us in many ways, and just a few months later we signed the contract for the old butcher shop, did some serious renovating, and opened Kollekted By with FRAMA as our first and, since then, most important brand, partner, and friend. 

Our idea was to collect objects, interiors, and furniture from makers and brands we had encountered during our many years working as creatives internationally, and to bring what we had fallen in love with back to our home city, Oslo.

^Jannicke In the beginning, the store was only open on Saturdays, with no plans to grow, expand the hours, or move. The rest is history. We’re now located in a corner shop that once housed an old paint store, open Tuesday through Sunday every week.

⁷¹¹⁵ What draws you to keep the store going? What makes it feel important to sustain?

^Jannicke The possibility to be completely free, to create a space that feels personal and inspiring. To meet so many talented people around the world, to learn from them, and to make mistakes along the way.

^Heidi When customers fall in love with our selection and come back again and again, it means the world to us.

⁷¹¹⁵ Each of you brings something different to the space. How do your roles and personalities work together to shape it?

^Jannicke Haha, we are all very determined and creative in our own ways, and open to discussion. It is healthy when working this closely with family. Kollekted By would never have existed without each of us.
Alessandro brings his knowledge and hardworking attitude to everything he does, constantly transforming our exhibition space. He paints, mounts, carries, and turns the space upside down, making it inspiring every time. He also has a great eye for discovering new brands and talents.
Heidi keeps everything in order in every possible way. She often manages the store on her own when we are traveling for our other business, making sure everything runs smoothly.

^Alessandro Jannicke leads the creative direction and is deeply involved in every detail, from selecting new products and collaborators to creating events and exhibitions.We are all very involved in choosing our selection and talk every day.

⁷¹¹⁵ Heidi, what has it meant to be part of this with your daughter and Alessandro? Was this something you imagined being involved in?

^Heidi When I was invited to join Kollekted By twelve years ago, I said yes immediately. It wasn’t something I had planned or even considered, but as I was preparing to retire from my previous role managing a well-known design store, the opportunity felt like an exciting new chapter. I saw it as a chance to take on a fresh challenge and embark on a meaningful journey alongside the family, together with Jannicke and Alessandro.

⁷¹¹⁵ Are there moments when you’ve questioned continuing? What brought you back to it?

^Heidi It has been an incredible journey, and I feel truly fortunate to be part of the Kollekted By universe. At 73, I sometimes catch myself wondering whether I should retire or keep going. Every time, I come to the same answer: I still have so much to give. I want to continue sharing my knowledge and experience for as long as I can.

^Jannicke Yes, many times. Running a store like Kollekted By comes with many ups and downs. We have always agreed that when it stops being fun and true to our mission, we will stop. And we are still here.

⁷¹¹⁵ You have been working as stylists and consultants for many years. How does Kollekted By influence your creative practice outside the store?

^Alessandro Kollekted By is our free space, a place where we can be completely ourselves, creating and curating purely on instinct. Our creative work knows no boundaries, and both of our businesses are deeply connected. We have drawn knowledge and inspiration from each side, growing not only as a store but also as creatives.

^Jannicke Kollekted By has given us the opportunity to connect with countless creatives from around the world, and we are truly grateful to everyone we have had the pleasure of working with. It has opened many doors and inspired us in countless ways.

^{7115 Cont. of the question above} Do you think every creative practice needs a space like this, not for output, but for reflection?

^Alessandro Yes, I think we should all look for a space where we can be completely ourselves, a place to research, collaborate, and think freely as we move forward.

^Jannicke And it doesn’t have to be a shop or a brand. It can take many forms such as writing, drawing, collaging, or crafting. Curating or even creating small still-life settings on your own. A space to create and reflect.

⁷¹¹⁵ The store has always had a strong sense of curation. What guides your choices when introducing something new, such as clothing?

^Jannicke We have been dreaming about introducing clothing for a long time, a very natural extension of our selection. 7115 by Szeki has been a personal favorite brand for both Alessandro and me for years, so it felt especially meaningful to introduce it as our first clothing brand.

^Heidi Traveling to Paris with Jannicke just before summer and visiting Paris Fashion Week is exactly the reason we keep moving forward and having fun together.

⁷¹¹⁵ What helps you decide if a piece belongs in the space? What defines timelessness for you?

^Alessandro Our process is often very instinctive, we just know. For us, permanence and longevity are essential, both in design and quality. We value close, personal relationships with the makers, taking the time to learn as much as we can about each product so we can share its story and craftsmanship with our customers.

^Heidi We never buy something just to sell it. Every piece we bring in is chosen with care and a clear conscience.

⁷¹¹⁵ What have you learned about yourselves by keeping this space going?

^Jannicke A lot! About managing, marketing, and buying, of course. But most of all, it’s about the cost of being true to yourself, daring to take risks, letting go, and moving forward.

⁷¹¹⁵ What does longevity mean to you in this context? How do you think about sustaining something over time, in life and in work?

^Jannicke Longevity, to me, is just as much about design as it is about quality. I love the idea of non-seasonal collections like the 7115 Signature Collection, where you can always return to find your favorites.

^Alessandro That’s exactly what we strive for with Kollekted By as a whole. It’s less about constantly adding new items for the sake of novelty and more about curating a permanent collection, adding new pieces when we find something that truly connects with our values.

^Heidi I love the thought that someone can fall in love with a piece, take their time to save up for it, and come back years later to find it still here, whether it’s a cup or a table.

After spending a day with the Kollekted By family, it’s clear this is a space defined by something other than trends or growth. It's a place of care and curiosity, where every object is chosen, cherished, and given room to live. For Jannicke, Alessandro, and Heidi, the store is both a home and a canvas, a place that sustains them as much as they sustain it. Kollekted By reminds us that meaning is found in attention, in relationships, and in the simple act of returning to what inspires us, season after season.

This shared journey isn’t about becoming; it’s about holding onto something meaningful and choosing it again and again.