A Legacy of Craft: How Voysey Brands is Honoring Magisso’s Nordic Design Heritage

In Helsinki, at the heart of its global headquarters, Voysey Brands nurtures a portfolio of design-led brands that thrive on creative authenticity. Among them is Magisso, a Finnish pioneer in functional design, now nurtured by a team that values craftsmanship, heritage, and global ambition. Under the guidance of Managing Director Marine Antikainen, a long-time admirer and user of Magisso pieces, Voysey is bringing this emblem of Nordic design to new international audiences, without compromising on its roots.

Design that Starts Conversations

What drew Voysey Brands Managing Director Marine Antikainen to Magisso wasn’t just its clean lines or clever functionality, it was the way the products invited conversation. From wine chillers to iconic cake servers, Magisso items have long stood out in homes and kitchens, prompting the familiar question: “Where did you get that?”

Marine herself was one of those admirers. Having used Magisso products in her own home, she experienced first-hand how beautifully designed objects can foster both utility and interaction. As she shared, “From the first moment I encountered Magisso’s designs, I was inspired by their ability to transform ordinary items into extraordinary solutions.”

That deep appreciation became the foundation for Voysey Brands decision to acquire the brand, recognizing not just its design value, but its emotional resonance. Today, that same spirit guides how the brand is positioned globally: as a collection of design-led tools that elevate everyday life and spark meaningful connections.

Helsinki HQ: Where Nordic Roots Meet Global Strategy

Voysey Brands is headquartered in Helsinki, Finland, with a regional office in Hong Kong. This geographic configuration reflects the company’s global mindset: while day-to-day operations and key leadership are based in Finland’s design-rich capital, Voysey leverages global networks to amplify reach.

Helsinki isn’t just an address, it’s a cultural touchpoint. From the local design studios, Magisso’s legacy informs each strategic move. As Voysey’s showroom, co-located with HQ, recently hosted both founders and the global team, it became a physical space to connect, learn, and inspire.

Building on a Legacy of Global Recognition

Even before joining Voysey Brands, Magisso had made a name for itself on the international design scene, earning accolades and being featured in prestigious retail destinations and even being showcased at the Museum of Modern Art in New York shop. Its innovative approach to everyday objects had already captured the attention of design lovers and tastemakers around the world. Now, under the stewardship of Voysey, that legacy is being thoughtfully expanded. With renewed investment, enhanced storytelling, and a global platform, Voysey Brands is helping to reintroduce Magisso to both loyal followers and new markets alike, ensuring that its reputation for thoughtful, functional design continues to grow, while staying true to its Nordic roots.

Bringing Magisso to the World: US Retail Rollout

With robust support from Voysey’s global team, Magisso is expanding its retail channels, most notably in the U.S. market. This expansion is more than distribution: it's a carefully curated introduction to American retail buyers, online shoppers, and interior design communities.

Voysey Brands facilitates relationships with key U.S. partners, ensuring Magisso’s innovative solutions are positioned in design-centric retailers. The result: Magisso’s minimalist cake slicers, functional ceramics, and clever wine accessories are gaining traction beyond Europe, while their Finnish identity remains front and centre.

Founders’ Visit: Bonding over Craft in Helsinki
In May 2025, Voysey hosted a two-day event at its Helsinki HQ, bringing together founders and global staff in celebration of creativity, craft, and connection. Among the guests were Juhani Sirén and Anssi Hurme, Magisso’s founders. During the event:

They toured the new Helsinki showroom, engaging with Voysey’s internal teams.
They participated in fireside chats, sharing Magisso’s origin story, design philosophy, and creative vision.
They connected intimately with colleagues from across the world, bridging design intent with strategic implementation.

This in-person interaction was more than symbolic, it reaffirmed Voysey’s commitment to preserving founder influence, even as the brand scales.

Crafting Tomorrow’s Legacy through Founder Alignment

Voysey Brands stewardship model combines founder vision with professional growth infrastructure and an extremely talented global team. A “Founder Vision” is codified upon acquisition, creating a roadmap that guides product evolution, marketing tone, and design philosophy. This ensures Magisso’s minimalist spirit and functional ingenuity remain central, even as systems grow more complex.

Founder engagement through regular check-ins and joint events, ensures continuity. As Juhani and Anssi took part in strategies and product showcases during their Helsinki visit, their ideas continue to influence Magisso’s trajectory.

Craft at Scale: How Voysey Supports Magisso

Scaling a design-led brand requires more than just expanding operations, it demands a thoughtful approach that protects the integrity of each product while opening the door to new markets. At Voysey Brands, the goal isn’t to make Magisso bigger for the sake of growth, but to make it more accessible without losing what makes it special.

This means investing in the right infrastructure to support long-term growth, refining packaging for global shipping, enhancing digital storytelling for new audiences, and ensuring product availability in key international markets. But all of this is done with the same care Magisso has always applied to its design: intentional, detail-driven, and human-centered.

The global team at Voysey ensures every touchpoint reflects the thoughtful utility and elegant simplicity that Magisso is known for. Growth happens, but craft always comes first.

These capabilities allow Magisso to remain authentically Nordic: design-led and thoughtful, even as it grows in reach and complexity.

Honoring Nordic Material Culture and Design Philosophy
Magisso’s design DNA is undeniably Finnish: minimalist, functional, and enduring—values echoed in architects like Saarinen and designers like Wirkkala. Voysey champions this cultural lineage in each new product push.

Rather than altering Magisso’s core aesthetic for broader appeal, Voysey adopts it as a strength. Every press release, marketing narrative, and product description threads through that heritage, ensuring Finnish design remains central to the brand.

Voysey’s Culture of Cross-Brand Synergy

Voysey Brands nurtures a unique ecosystem: at the Helsinki HQ, teams from Krua, Fyn & Fia, Magisso, and other brands collaborate daily. Insights from Magisso’s design philosophy inform jewelry storytelling; artisan methods inspire accessory craftsmanship. This collaborative culture ensures brands inform and uplift one another while staying distinct.

Legacy without Compromise: The Path Forward

Through deliberate partnership, Voysey is building Magisso’s next chapter—a balance of values and scale, tradition and innovation. Marine Antikainen sums it up: “Magisso doesn’t just create products; they redefine how we interact with our homes”. That synergy between founder-led vision and operational excellence is exactly why Voysey chose Magisso to represent its commitment to Nordic design excellence.

From Helsinki’s tranquil studios to U.S. homes, Voysey Brands ensures every Magisso item carries a piece of Finnish design heritage, crafted with intention, brought to the world, and poised for a legacy that spans continents.

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