How did 3daysofdesign come about?

I’ve always loved the idea of championing Danish brands to an international audience. After working in Milan with the Danish Ministry of Foreign Affairs curating exhibitions for Salone del Mobile, I created the concept behind the Danish LivingRoom exhibits together with GamFratesi. It struck me that we should host an official Danish design festival in Copenhagen, where industry professionals, buyers and journalists could see the amazing work being done by all the people who contribute to Denmark’s reputation as a design nation – in situ.

Upon my return to Denmark, I saw an opportunity to expand 3daysofdesign, inviting other brands to join so they could exhibit in their own showrooms, rather than at an exhibition centre. The result is a more personal connection with visitors, who get a behind-the-scenes view of a brand, their values and their aesthetic universe. It also minimises waste, in contrast to fairs that use temporary displays discarded only a few days later.

How does 3daysofdesign differ from other design events?

My deepest desire is for 3daysofdesign to foster meaningful moments that add depth and dimension to our existence. To be a creative conduit for ideas, insights and personal epiphanies that last well beyond the 3 days.

Our overall aim is to promote knowledge-sharing, networking, dialogue, debate, and fresh ideas from trailblazers who are defining the creative landscape of tomorrow.

3daysofdesign is a global platform of exposure for rising stars, designers, artists, artisans and other creatives from Denmark and abroad, where dreamers, doers, and the design-curious converge. It’s an exclusive festival of curated exhibitors, but inclusive of everyone who would like to visit.

Ultimately, what we want to share is our profound passion for design, and its potential and power to influence how we connect with our surroundings, the environment and each other.

Why did you decide on the theme of “DARE TO DREAM”?

These days, it’s easy to feel overwhelmed by an ongoing onslaught of information and options. Given so many people facing a harsh reality and a precarious future, dreams open up new avenues for optimism.

As I see it, dreams are the fuel for your fire. The driving force prompting people to delve into the depths of their imagination to pursue ideas with a deeper meaning. Free from the restraints of reality. By daring to dream, we have the courage to attain something unattainable. To explore uncharted territory to pave the way for pioneering ideas. Always bearing in mind the big picture, something that will resonate with us as humans, while treading lightly on Earth. This place we all call home.

It is within this dreamscape that unconventional ideas are born.

We’ve also orchestrated “dreamscapes” throughout the districts, with places for people to reflect on everything they’ve experienced … To pause, unplug and dream …

Ultimately, we hope to champion a collective consciousness about protecting the planet and the people who inhabit it, where design can be a catalyst for positive change.

How is 3daysofdesign contributing to the global conversation on sustainable design?

It’s imperative that everyone re-think the way we do business. We are standing at a crucial crossroad, which forces us to change the way we create, make, market, recycle and repurpose design. An inevitable paradigm shift that’s also a wonderful opportunity.

For us at 3daysofdesign, protecting people and the planet is paramount. We’ve intensified our efforts to support sustainable initiatives, with a variety of exhibits, talks, workshops and podcasts that tackle pressing topics.

For example, we’ve spearheaded a symposium, together with IKEA, to discuss topics that matter to our design community. It’s an opportunity for people to dare to dream of radical utopias that we can make real through transformational design. Where industry insiders share stories, insights and strategies in an open and honest discourse about sustainable solutions, embracing the circular economy, power of communities and new discoveries within bio-based materials. Essentially, matters that matter to people and the planet, where design can truly make a difference. It’s called “COMMON GROUND”, because we all share the same desire to contribute to a better future now – and for generations to come.

We’ve also introduced a new podcast series that explores topics such as crafting conscious designs of tomorrow, designing sustainable business models, and much more. During our festival, we met with several international designers and architects on board a floating Podcast studio, SEANICS - a flexible, modular space on the water created by Danish window producer VELUX and GOBOAT.

I believe design can work as a catalyst for positive change. By working together we can achieve creative breakthroughs, pursue unique, pioneering solutions, and inspire others to do the same.

Any challenges?

I see amazing initiatives that often don’t materialise due to a lack of financial resources, and a lack of acceptance from consumers. People tend to resist change. Not only when it comes to new materials, but also in terms of how we live together.

From my perspective, the greatest obstacle is the power of habits. When people follow the familiar, resist change and aren’t open to embracing new ideas that could improve our lives. Limiting beliefs limits the extent to which we enjoy life.

What makes Copenhagen interesting as a design destination?

The city of Copenhagen is our cohort. As the backdrop for hundreds of exhibits spanning designated Design Districts, the city gives visitors the chance to experience the unique pulse and personality of Copenhagen. Our award-winning architecture, urban development, and cultural heritage of design runs deep in our DNA.

Copenhagen boasts a mix of contemporary, cutting-edge concepts and innovative urban renewal, alongside stunning historic buildings, Rococo palaces, neo-Baroque mansions and estates, while being at the forefront of green living and sustainable solutions. The city was awarded the prestigious title of World Capital of Architecture by UNESCO last year, highlighting the crucial role of architecture and culture in shaping urban identity and sustainable development for the benefit of future generations. The result is a brilliant balance of edgy, post-industrial buildings and inventive urban renewal, juxtaposed against a regal, historic sense of grandeur.

We organised this year’s festival into 11 districts across Copenhagen, each with its own pulse and personality. Guests met brands in their showrooms, got a feeling for their values and design universe. At the same time, everyone could enjoy the architecture, atmosphere, culture, cuisine, and other elements that contribute to Denmark’s reputation as a design nation.

How would you define Danish design / good design?

The essence of Danish design is all about simple, minimal, high quality, well-crafted and long-lasting ideas with a great attention to detail and a fondness for natural materials.

We gravitate towards understated vs. ostentatious, clean lines vs. clutter. We’re keen on creating consistency and harmony when it comes to interior design. Atmospheres that cultivate comfort and contentment.

Everything you see coming from Denmark draws on this cultural heritage. We celebrate the classic and iconic, as well as new, innovative ideas and production processes seen in well-considered designs aimed at elevating our everyday lives.

Do you see any special directions in contemporary Danish design?

Right now, some of the most prominent directions in Danish design revolve around sustainability, and being consequent about the entire lifecycle of a product.

In particular, there is some exciting work being done in the realm of materiality. People are experimenting with the physical properties of natural materials, like wood-fibre to make textiles, upcycling ocean debris used to design chairs, re-purposing coffee grounds for environmentally-friendly cosmetics, etc. In addition to examining the influence that surfaces, textures and multi-sensory experiences have on our emotions and surroundings.

There’s a trend in more hybrid, multi-functional furniture catering to people who work from home. An emphasis on artisan skills and authenticity leaning towards more co-creation across design disciplines, more communal living and working scenarios, more mobile “remote” lifestyles, and living small in the great outdoors.

Fortunately, the fast-furniture and mass production trend has shifted towards a design industry advocating mindful choices demonstrating that brands care about people and the planet.

You can see it in more informed decisions from designers choosing nature-based materials leaving a lower impact on the climate, and more inclusive ideas such as designs that bring dignity to the physically-challenged. Not to mention more thoughtful production processes that take into consideration the impact of their endeavours on society as a whole.

The future of Danish design?

There’s a growing collective conscience from designers and producers, along with a more conscious consumption by the general public, where sustainable products are a prerequisite for choosing one brand over another.

I’m a firm believer that design can play a pivotal role in safeguarding our future. We continuously encourage creatives to push the boundaries of what’s possible with design to create a more equitable, inclusive and sustainable world. In that way, we can be ready for the future before it arrives.