How do you convince architects that aluminum can look like wood? Build an aluminum sauna.

The first project Nomads took on for Norway-based Jotun Powder Coatings wasn’t your typical brochure. Powder coating, in case you’re unfamiliar, is a finish that decorates and protects metal and aluminum. Jotun approached us to create a leaflet for their new wood-look powder coatings.

But we knew a simple leaflet wouldn’t do justice to such a groundbreaking product, especially with a skeptical audience of architects wary of faux-wood finishes. So, we came up with a bold idea that would convince even the most doubtful: the world’s first all-aluminum sauna—a perfect replica of the wooden structures so iconic in Scandinavia. This innovative project was put on display at industry events and turned into a captivating piece of content that directly engaged architects by showing them just how authentic these coatings could be.

If you think B2B ads are dull, take a look at the video below to see how this project broke the mold.

This idea was developed in collaboration with creative Adam Fierman.

The project was featured in a "How It’s Made" style video, shared widely with architects.

The technical drawing of the aluminium sauna.

The aluminium sauna.

The sauna interior

Behind-the-scenes.

Assembling the sauna in the dessert before sunrise.

Waiting for sunrise so we can start filming.

Seeing an aluminium sauna in the dessert was surreal, to say the least.

Creative Adam Fierman and me during the 49 degrees Celcius dessert shoot.