Key Trends from Denmark’s 3 Days of Design Festival
Optimism filled the air at the Copenhagen event, as iconic brands welcomed a new generation of consumers
After many months of Covid-related restrictions, the streets of Copenhagen were unusually vibrant and filled with optimism during 3 Days of Design, the Danish capital’s annual design festival, which took place from 16 to 18 September this year. More than 200 companies and organisations opened their doors to invite the public behind the scenes to discover the best recent offerings from the Danish design scene.
Houzz went to Copenhagen to answer one question: How will Danish design look, act and possibly change in a post-pandemic world?
Houzz went to Copenhagen to answer one question: How will Danish design look, act and possibly change in a post-pandemic world?
The question might be simple, but the answers were complex and eye-opening. Our key takeaways? Look for less fashionable furniture, more long-lasting classics, and a new generation of responsible consumers.
And the industry itself? Having fared well in a difficult situation, the industry leaders we spoke to are full of optimism for the future.
Wishbone chairs by Hans J Wegner for Carl Hansen & Son. The timeless, classic wooden seats were everywhere during 3 Days of Design this year.
Beautiful and enduring
Manufacturer Carl Hansen & Son – particularly known for producing the Wishbone chair – has seen a huge increase in the demand for its products since the beginning of the pandemic, as CEO and grandson of the eponymous founder Knud Erik Hansen explains.
“Sitting at home during lockdowns, many people have discovered that it’s time to update parts of their interior. The strong economies we see in many countries, combined with an increasing focus on sustainability, make products like ours very appealing,” Hansen says.
Beautiful and enduring
Manufacturer Carl Hansen & Son – particularly known for producing the Wishbone chair – has seen a huge increase in the demand for its products since the beginning of the pandemic, as CEO and grandson of the eponymous founder Knud Erik Hansen explains.
“Sitting at home during lockdowns, many people have discovered that it’s time to update parts of their interior. The strong economies we see in many countries, combined with an increasing focus on sustainability, make products like ours very appealing,” Hansen says.
“We don’t offer fashionable furniture; we sell classics that will stay beautiful – and often become even more beautiful over time, as it gains a natural patina,” he continues.
“If, for example, you want to buy new chairs and keep them for many years, ask yourself, If a chair has been comfortable and beautiful and endured for over 50 years, why wouldn’t it stay like that for the next decades?” he says.
He points out that the Wishbone chair has been extraordinarily popular during the pandemic all over the world.
“If, for example, you want to buy new chairs and keep them for many years, ask yourself, If a chair has been comfortable and beautiful and endured for over 50 years, why wouldn’t it stay like that for the next decades?” he says.
He points out that the Wishbone chair has been extraordinarily popular during the pandemic all over the world.
The Series 7 Chair by Arne Jacobsen for Fritz Hansen. At this year’s fair, an increasing number of the classic chairs were (comfily) upholstered.
The classics, but comfier
Fritz Hansen – the Danish furniture manufacturer especially known for producing Arne Jacobsen chairs such as the Swan, the Egg and the Series 7 – see a similar pattern: a growing demand for high-quality products.
“We’re experiencing an explosion in the sales of products to private homes. And it’s not just a question of investing in great-quality furniture – it’s also about going the extra mile, choosing the more exclusive and luxurious versions of already high-quality products,” says Christian Andresen, design and brand ambassador at Fritz Hansen.
“For example, when buying a Series 7 chair, customers now tend to choose the upholstered leather version rather than the one with a wooden surface,” he says. “A wooden chair is fine and comfortable for a couple of hours, but if you spend many hours in it at home, it’s worth upgrading. I believe this kind of demand will continue in the future.” The trend, he says, is global.
The classics, but comfier
Fritz Hansen – the Danish furniture manufacturer especially known for producing Arne Jacobsen chairs such as the Swan, the Egg and the Series 7 – see a similar pattern: a growing demand for high-quality products.
“We’re experiencing an explosion in the sales of products to private homes. And it’s not just a question of investing in great-quality furniture – it’s also about going the extra mile, choosing the more exclusive and luxurious versions of already high-quality products,” says Christian Andresen, design and brand ambassador at Fritz Hansen.
“For example, when buying a Series 7 chair, customers now tend to choose the upholstered leather version rather than the one with a wooden surface,” he says. “A wooden chair is fine and comfortable for a couple of hours, but if you spend many hours in it at home, it’s worth upgrading. I believe this kind of demand will continue in the future.” The trend, he says, is global.
The comfortable yet timeless Great Pampas sofa from Eilersen appeals to all generations.
Mature design for a younger demographic
Overall, the increased focus on home and more time spent in the house – whether with family or working from home – chimes with the core values of Danish design: functionality, timeless design and high quality.
Danish sofa manufacturer Eilersen has not just experienced an increased demand for its rather exclusive products, but has also welcomed a growing number of younger customers. “Our target demographic is normally people aged 35-plus, but, during the pandemic, more and more younger people have bought our products,” co-owner Nils Eilersen says.
“That is, of course, related to the fact that they’ve not been able to spend their money on other things, like expensive holidays, for instance,” he says. “But we believe it also indicates a change of mindset across all age groups, stressing that the fast fashion culture is on its way out.”
Mature design for a younger demographic
Overall, the increased focus on home and more time spent in the house – whether with family or working from home – chimes with the core values of Danish design: functionality, timeless design and high quality.
Danish sofa manufacturer Eilersen has not just experienced an increased demand for its rather exclusive products, but has also welcomed a growing number of younger customers. “Our target demographic is normally people aged 35-plus, but, during the pandemic, more and more younger people have bought our products,” co-owner Nils Eilersen says.
“That is, of course, related to the fact that they’ve not been able to spend their money on other things, like expensive holidays, for instance,” he says. “But we believe it also indicates a change of mindset across all age groups, stressing that the fast fashion culture is on its way out.”
The company has recently launched the ‘Take Your Time’ campaign to emphasise the importance of this shift in how we consume.
“We want to encourage people to slow down, focus and spend more time at home, whether with our products or not,” Eilersen says. “If we want to solve the problems we’re dealing with as a planet and humanity, the only way forward is to think, slow down and stop consuming pointless things that don’t actually bring joy.”
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“We want to encourage people to slow down, focus and spend more time at home, whether with our products or not,” Eilersen says. “If we want to solve the problems we’re dealing with as a planet and humanity, the only way forward is to think, slow down and stop consuming pointless things that don’t actually bring joy.”
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Rhombe Colour collection by design duo Stilleben for Lyngby Porcelæn, a company within Rosendahl Design Group. The colourful tableware makes the meal something special.
The meal as an essential – and well-designed – meeting point
The pandemic has created a new so-called economy of home, making how we live more important than where we live, explains Kristina Kousgaard Sørensen, PR and communications manager at Rosendahl Design Group.
“More than a year with coronavirus and reflection on what really matters to us as humans has created a great deal of focus on proximity and togetherness,” she says. “As a result of that, craftsmanship as well as value-based, personal and responsible decisions mean more to us when choosing design and interiors for the home.”
The meal as an essential – and well-designed – meeting point
The pandemic has created a new so-called economy of home, making how we live more important than where we live, explains Kristina Kousgaard Sørensen, PR and communications manager at Rosendahl Design Group.
“More than a year with coronavirus and reflection on what really matters to us as humans has created a great deal of focus on proximity and togetherness,” she says. “As a result of that, craftsmanship as well as value-based, personal and responsible decisions mean more to us when choosing design and interiors for the home.”
During 3 Days of Design, Hay opened its doors to give the public a sense of the many ways tableware can be combined to personalise a dining table.
At the same time, rituals have become increasingly important at home, and their significance will only continue to grow, according to predictions from Rosendahl Design Group.
“For example, meals at home have become an even more important and essential point for coming together,” Kousgaard Sørensen says. “And now it’s possible to meet other people again, we believe quality design for the table will play an even bigger role in the future, as it gives us an opportunity to personalise the styling of the table and thereby add value to the social life surrounding the meal.”
At the same time, rituals have become increasingly important at home, and their significance will only continue to grow, according to predictions from Rosendahl Design Group.
“For example, meals at home have become an even more important and essential point for coming together,” Kousgaard Sørensen says. “And now it’s possible to meet other people again, we believe quality design for the table will play an even bigger role in the future, as it gives us an opportunity to personalise the styling of the table and thereby add value to the social life surrounding the meal.”
Restoring and recycling responsibly
Jesper Panduro, CEO of furniture manufacturer Skagerak, has noticed in particular how environmental awareness and a feeling of responsibility among consumers has grown during the pandemic.
“A few years ago, we launched the Re-Classic initiative, where we buy back Skagerak products, restore them if necessary, and resell them to other customers. Throughout the pandemic we have seen a huge increase in the demand for these pre-loved items,” Panduro says.
Jesper Panduro, CEO of furniture manufacturer Skagerak, has noticed in particular how environmental awareness and a feeling of responsibility among consumers has grown during the pandemic.
“A few years ago, we launched the Re-Classic initiative, where we buy back Skagerak products, restore them if necessary, and resell them to other customers. Throughout the pandemic we have seen a huge increase in the demand for these pre-loved items,” Panduro says.
At this year’s fair, Bang & Olufsen also unveiled solutions for brushing up ageing products. The Danish radio and TV manufacturer has recently launched an upgrade kit for its 1970 series turntables.
Panduro believes this love for second-hand items is not just a temporary trend but in fact a glimpse of the future. “When I look at my teenagers at home and the way they combine their wardrobe, it’s a great mix of new and old clothes,” he says. “I’m sure this is the way future generations will furnish their homes.”
Panduro believes this love for second-hand items is not just a temporary trend but in fact a glimpse of the future. “When I look at my teenagers at home and the way they combine their wardrobe, it’s a great mix of new and old clothes,” he says. “I’m sure this is the way future generations will furnish their homes.”
During the three-day-long design festival, Royal Copenhagen showcased how well pre-loved porcelain can go together with newly designed and produced products.
Sustainability under the hammer
Lauritz.com, the largest auction house in northern Europe, likewise confirms the increased interest in pre-loved interiors.
“It’s difficult to give one specific reason for a larger change in the design market, but there’s no doubt the echo of coronavirus has expanded our focus on the home as a safe base. We believe this development – in combination with a growing interest in recycling and sustainability – will be a vital source of growth in the years to come,” Mette Rode Sundstrøm, CEO at Lauritz.com, says.
“So far, people have most often bought things at auctions because of the aesthetics, the history or the high quality of the aged objects. But now we are seeing a whole new generation of customers, for whom sustainability is the primary reason for bidding at auctions,” Rode Sundstrøm says. “They want to contribute to protecting our planet and to prevent the habits of just buying and throwing things away.”
Sustainability under the hammer
Lauritz.com, the largest auction house in northern Europe, likewise confirms the increased interest in pre-loved interiors.
“It’s difficult to give one specific reason for a larger change in the design market, but there’s no doubt the echo of coronavirus has expanded our focus on the home as a safe base. We believe this development – in combination with a growing interest in recycling and sustainability – will be a vital source of growth in the years to come,” Mette Rode Sundstrøm, CEO at Lauritz.com, says.
“So far, people have most often bought things at auctions because of the aesthetics, the history or the high quality of the aged objects. But now we are seeing a whole new generation of customers, for whom sustainability is the primary reason for bidding at auctions,” Rode Sundstrøm says. “They want to contribute to protecting our planet and to prevent the habits of just buying and throwing things away.”
While this year’s 3 Days of Design felt like a sneak peek into the future, only time will tell whether it’s the pre-loved interior, the meal as a revered meeting point or the upholstered design classics that will dominate the future of Danish design.
Tell us…
Which of these trends do you think will endure? Share your thoughts in the Comments.
Tell us…
Which of these trends do you think will endure? Share your thoughts in the Comments.
