A joint initiative by wood. for good and a London contemporary furniture retailer aims to rediscover the design possibilities of softwood.

Ten designers will be taking up the ‘Pining for it’ initiative to transform the aesthetic of pine and spruce from the traditional country look into fresh new designs.

The 10 pieces will be showcased at furniture retailer Purves & Purves’ Tottenham Court Road store from September 27 until October 19.

Andrew Purves, managing director of Purves & Purves, said: ‘The launch of ‘Pining for it’ will pave the way for the development of contemporary new pieces for the home, which will be of long-lasting benefit.’