The Oak Concept took off from a series question Johan asked himself. Like, why does it not exist any good-looking lamps in wood ? Is it possible to produce lamps in wood? What is his interpretation of an honest modern high quality chair in wood? The answers led to:. A cocky modern wooden chair with the stroking blessing of a craftsman. The poor floor lamp in oak who continuously fighting against the gravity of the moon, and the thinnest led lamp in oak ever made.