Eleven up and coming designers have been chosen to take part in a joint design initiative organised by wood. for good and London furniture retailer Purves & Purves.

The aim of the project – named ‘Pining for it’ – is to move pine and spruce away from the traditional ‘country look’ into a new design aesthetic incorporating the attributes of softwood.

Purves & Purves managing director Andrew Purves said: “There is currently more pine and spruce being grown in northern Europe than is being consumed. A piece of traditionally-built wooden furniture looks good, lasts a long time and is inherently more durable and practical than many laminated or lacquered MDF products.”

The new pieces of furniture will be showcased at Purves & Purves’ Tottenham Court Road store from September 27 to October 19.