Luova Flow

Luova Flow is a surface pattern design brand founded by Jenna Nelson. Living in the Nordic design scene, Jenna longed to see more colorful and aesthetically rich patterns in clothing and interiors. She was inspired to create a brand rooted in her deep love for nature in all of its abundance. She started making detailed designs to bring more life and beauty into spaces and people’s lives. Luova Flow was born.

Jenna Nelson is a Finnish designer and illustrator with a Master’s degree in surface design from the University of California, Davis. She has worked for brands such as Vallila Interior in Helsinki and Williams-Sonoma Inc. in California and collaborated with several companies, including Annala Oy, Yiume, and Young Finnish Design Oy.

Jenna’s mission is to inspire people worldwide with magical designs, characterized by natural elements, organic flow of forms, and maximalist abundance.  Jenna is inspired by colorful urban and rural landscapes in environments and the designs are also influenced by the idea of humans living in harmony with nature. She finds herself most alive during explorations in nature and travels around the world.