To support our visitors and exhibitors throughout the festival, we have orchestrated one meeting point in each of our eight new Design Districts. We call these our 3daysofdesign i—Points — designed for you to easily find information, inspiration, and installations.

To help you locate the i—Points, we are happy to introduce you to a new 3daysofdesign symbol, which will help you connect the dots of the festival.  The concept behind the symbol was created in collaboration with brand agency e—Types. For 2025, we invited Thomas Lykke from OEO Studio to create a distinctive, recognisable visual cue to help guide you through the city.

Thomas founded OEO Studio in 2003 — an interdisciplinary design studio connecting with people in a profound, warm and inspiring way. His holistic approach, passion and keen attention to details has helped us bring our new 3daysofdesign symbol to life.

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What was your creative process when you started working with 3daysofdesign and our new i—Point symbol? ‍

First of all, I have to say, that I was very inspired when I heard about this year's theme. KEEP IT REAL. There is a lot of energy in it, and I can 100% relate to that theme. It really resonated with me, because the theme relates to everything I do myself. After all, it's about people, it’s about something people can feel, and it's about creating something that is authentic and original.

At OEO Studio, we work with a mindset that we call “compelling minimalism.” It refers to emotional connections that speak to you on an emotional level when you do something. It's about things you can feel in your stomach, and not just with your fingers and eyes. Something that speaks to you on several levels. Just like art does. Then you either like it - or you don't like it. And that's okay. But it must evoke a feeling. You should be able to feel it. That's how it is, in general, with everything. There is nothing worse than design that doesn't matter.

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How do you think the i—Point symbol works with the rest of 3daysofdesign's communication?

I actually think that this year's visual identity for 3daysofdesign and the symbol for 3daysofdesign i—Points go very well with each other. They both involve brush strokes. The process and the way of making the visuals are different, but they work very well together.

The symbol for the i—Points should not look like this year’s visual for 3daysofdesign. It must be able to do its own thing. And I think it does that. It doesn’t shout out loud, protagonise or become too much of a main character. The symbol has a strong character, without making a big a deal out of it.

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With our new i—Points in each district, we wanted to create a visual cue, a type of signage, to help our guests and exhibitors find information, inspiration and installations. Tell us a bit more. What were your thoughts on the symbolism behind i—Point? What emotions or feelings should this symbol evoke?

We have worked with three pillars that become one. For me, they represent a pillar of information, but also a place where we can all meet — and be inspired. Three pillars under the same roof.

The symbolism of the three pillars is very strong because pillars, for me, represent a very stable place. A very grounded place. Yes, “grounded” is a good word, because pillars are placed on the ground. I imagine some old poster of columns, where they were simply used as a landmark — a meeting place. A place to meet and get information — I think the symbol reflects that very clearly.

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What was your design reference or inspiration?

It was calligraphy. So, of course, those were the tools I used when I created the i—Point symbol. Paper, ink and brush.

My challenge was to control the process, but only to a certain extent. I am very attached to Japan and have studied the art of calligraphy, but that doesn’t make me a master.  So I had to work a lot to get a calm and natural flow in my brushstrokes. I had to work on not controlling the process too much. It's a bit like a martial art. If you think too much about the movements, it becomes too mechanical. But when you're in flow, your movements become natural. It becomes like breathing. And then the result will also be natural — and usually very good.

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How do you hope people will receive it?

Of course, I hope the response will be positive and that 3daysofdesign i—Points will be actively used. And I hope that the symbol will help guide the guests towards the 3daysofdesign i—Points.

I think when people see the symbol embroidered on your jackets, the symbol looks very strong. Such a symbol needs to be eye catching, or somehow stand out. I think the i—Point symbol has a strong identity all its own. It doesn't look like anything else.

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Look out for our new i—Point symbol at our eight new Design Districts this summer, and see Thomas' work.