Future Proof: How Danish Design Will Look in Ten Years
We asked a handful of Danish design brands for their predictions about the future of Danish design
Kasper Iversen
29. maj 2018
Danish journalist & editor
The 3 Days of Design festival that takes place in Copenhagen, Denmark every spring is a great opportunity to gain insight into Scandinavian design trends for the coming seasons. At this year’s event (which ran May 24-26), more than 90 companies, designers and artists opened up their workshops, showrooms and galleries to reveal their latest lifestyle, lighting and interior design collections.
It is one thing to know what this year’s trends are, but quite another to predict the direction Danish design will take in the not-so-near future – for example, what we’ll be seeing at 3 Days of Design in 2028. Nobody knows for sure, but we’ve asked the representatives of a handful of visionary Danish design brands to share their predictions of what changes we should expect over the next decade.
It is one thing to know what this year’s trends are, but quite another to predict the direction Danish design will take in the not-so-near future – for example, what we’ll be seeing at 3 Days of Design in 2028. Nobody knows for sure, but we’ve asked the representatives of a handful of visionary Danish design brands to share their predictions of what changes we should expect over the next decade.
From interiors to complete lifestyle concepts
In ten years, Danish design will offer storytelling and comprehensive consumer experiences to an unprecedented degree. According to Joachim Kornbek Engell-Hansen, brand and design director at Menu, “The time when products were produced just for the sake of producing them is over. We will, more than ever, need to be innovative and rethink existing production processes. I think that here in Denmark we will be at the forefront of this development because being open to new challenges is part of the Danish design mentality.”
The environment and natural resources will be at the centre of this shift and at the top of the design agenda in the next ten years, he argues. “Sustainability already means a lot and I am convinced that it will become more and more important in the eyes of designers, manufacturers and consumers in the coming years. You want to optimise each product so that it can be manufactured in a way that is as sustainable as possible.”
In ten years, Danish design will offer storytelling and comprehensive consumer experiences to an unprecedented degree. According to Joachim Kornbek Engell-Hansen, brand and design director at Menu, “The time when products were produced just for the sake of producing them is over. We will, more than ever, need to be innovative and rethink existing production processes. I think that here in Denmark we will be at the forefront of this development because being open to new challenges is part of the Danish design mentality.”
The environment and natural resources will be at the centre of this shift and at the top of the design agenda in the next ten years, he argues. “Sustainability already means a lot and I am convinced that it will become more and more important in the eyes of designers, manufacturers and consumers in the coming years. You want to optimise each product so that it can be manufactured in a way that is as sustainable as possible.”
Digital technology will also be a key theme in the years to come. “In the past it was important to send one clear message, but now with social media, we can send new messages and stories to our followers every single day,” he says.
Storytelling is already coming to the fore in other ways, as well. In the Nordhavn district – a trendy area in the north end of Copenhagen undergoing rapid development – Menu is building an entire design universe in a hotel, restaurant and café complex that they have outfitted with their designs and steeped in their aesthetic. “I am convinced that this concept will spread to other parts of the design industry. Companies and designers will collaborate across industries to create blanket experiences in different design universes,” says Engell-Hansen.
Storytelling is already coming to the fore in other ways, as well. In the Nordhavn district – a trendy area in the north end of Copenhagen undergoing rapid development – Menu is building an entire design universe in a hotel, restaurant and café complex that they have outfitted with their designs and steeped in their aesthetic. “I am convinced that this concept will spread to other parts of the design industry. Companies and designers will collaborate across industries to create blanket experiences in different design universes,” says Engell-Hansen.
Sustainability and lamps made of dried elephant dung
“I am sure that sustainability will play a much greater role in the coming years than it already does today,” says Henrik Marstrand, CEO and founder of Mater. “We will witness the use of new materials and more innovative methods of development and design. For example, different kinds of recycled plastic – such as old fishing nets, astroturf and beer crates – are already being redesigned and recycled into design products.” A recent example is the Danish brand Wehlers, which launched a line of furniture made from recycled materials, including plastic recovered from oceans.
Read more interior design stories
“I am sure that sustainability will play a much greater role in the coming years than it already does today,” says Henrik Marstrand, CEO and founder of Mater. “We will witness the use of new materials and more innovative methods of development and design. For example, different kinds of recycled plastic – such as old fishing nets, astroturf and beer crates – are already being redesigned and recycled into design products.” A recent example is the Danish brand Wehlers, which launched a line of furniture made from recycled materials, including plastic recovered from oceans.
Read more interior design stories
When Mater started in 2006, they were considered “naive pioneers,” in Marstrand’s words, for putting sustainability at the core of their company’s operations. However, now there is room for even wilder experiments, such as paper lamps made of elephant faeces (these will be dried and odourless, Marstrand promises).
So far, sustainable design experiments have mostly been conducted by small and medium-sized companies, but Marstrand predicts that more and more large design companies will undertake the fight for sustainability in the years to come.
So far, sustainable design experiments have mostly been conducted by small and medium-sized companies, but Marstrand predicts that more and more large design companies will undertake the fight for sustainability in the years to come.
However, no matter how sustainable and experimental Danish design will get over the next ten years, the shift will not involve any significant aesthetic compromises. “I think that the products we will see in the Danish design market ten years from now are going to have the same classic DNA we are familiar with today and, at the same time, I’m sure that wood will continue to play an important role,” says Marstrand. “There is no doubt that Danish design will continue to be beautiful, because that’s its whole foundation.”
The floors of the tomorrow are sustainable and durable
At the family-run company Dinesen, which produces solid-wood floors, owner Thomas Dinesen predicts the market for wooden floors will go in two directions in the coming years.
“There will be more customers who want something that looks like wood but does not necessarily have to be wood. These customers will focus first and foremost on the slightly more short-term economic aspect, where the choice of materials does not say a lot about those who live in the house. They don’t have a big need for tailored solutions, either in terms of flooring or furniture,” he says.
At the family-run company Dinesen, which produces solid-wood floors, owner Thomas Dinesen predicts the market for wooden floors will go in two directions in the coming years.
“There will be more customers who want something that looks like wood but does not necessarily have to be wood. These customers will focus first and foremost on the slightly more short-term economic aspect, where the choice of materials does not say a lot about those who live in the house. They don’t have a big need for tailored solutions, either in terms of flooring or furniture,” he says.
On the other hand, there will also be an increasing number of consumers wanting individual solutions that are tailored to their needs and based on a strong foundation of aesthetic sustainability. “It has to be beautiful and impressive not only now but also in the many years to come. It has to point out that you, as a resident, are quality-conscious and that you think farther into the future. The floor should age with grace and must reflect the life that is lived on it. In general, there will be a lot of focus on aesthetic sustainability, that is, materials that withstand wear and develop a beautiful patina over time. Authenticity will be important, and people will have a lot of expectations when choosing floors,” says Dinesen.
6 Incoming Trends From the Danish Design Fair
6 Incoming Trends From the Danish Design Fair
Dinesen has no doubt that the quality-conscious trend will drive increasing demand for natural, authentic and sustainable materials.
“True sustainability is created in collaboration with architects and designers, when the result reaches a degree of quality that will last long after our time,” says Dinesen.
“True sustainability is created in collaboration with architects and designers, when the result reaches a degree of quality that will last long after our time,” says Dinesen.
Individual character – nothing will be taboo
“I think that in ten years, Danish design will be an eclectic mix of everything, and it will be harder to say that something is typically Danish. Nothing will be ‘wrong’ and you will find traces of many different periods and styles,” says Poul Madsen, founder and co-owner of Normann Copenhagen.
“I think that in ten years, Danish design will be an eclectic mix of everything, and it will be harder to say that something is typically Danish. Nothing will be ‘wrong’ and you will find traces of many different periods and styles,” says Poul Madsen, founder and co-owner of Normann Copenhagen.
He also believes that the trend towards personal and individual design, which is already gaining ground, will become even more prominent in the coming years: “It also means that there will be even more opportunities to customise. People are going be printing their own designs at home, just like making a cup of coffee. But there will probably always be references to the great Danish golden age of the 1950s and 1960s, which is such an important part of our design self-image”, he says.
New life for classic pieces
At Klassik Copenhagen, which sells vintage versions of classic Danish designer furniture, sales manager Stefan Jensen is convinced that classic design pieces such as Hans J. Wegner’s Wishbone Chair and Arne Jacobsen’s Series 7 Chair will still be popular, even in 2028. “We are by no means done with classic Danish designs by the well-known designers of old. New furniture based on their designs is constantly being released. For example, Carl Hansen releases a new ‘old’ chair of Wegner’s almost every year, and I am convinced that we will continue to see that in ten years,” says Jensen.
At Klassik Copenhagen, which sells vintage versions of classic Danish designer furniture, sales manager Stefan Jensen is convinced that classic design pieces such as Hans J. Wegner’s Wishbone Chair and Arne Jacobsen’s Series 7 Chair will still be popular, even in 2028. “We are by no means done with classic Danish designs by the well-known designers of old. New furniture based on their designs is constantly being released. For example, Carl Hansen releases a new ‘old’ chair of Wegner’s almost every year, and I am convinced that we will continue to see that in ten years,” says Jensen.
Internationally, he predicts a continuing boom for the biggest furniture classics. In Denmark, however, some of the most famous furniture is so common that there is a demand for lesser-known pieces from famous Danish designers. Klassik Copenhagen believes in old furniture classics so much that it has founded a sister company, Klassik Studio, which focuses on producing forgotten furniture pieces dating back to the golden age of Danish design in the 1950s and 1960s. “We picked some beautiful old furniture, which did not receive much attention in its day for various reasons – perhaps because the design was ahead of its time, or maybe because the production methods back then were not sufficient [for mass producing these pieces],” he says.
Nomadic Nordics: How a Generation on the Move is Changing Our Homes
Nomadic Nordics: How a Generation on the Move is Changing Our Homes
King Frederik IX on the Royal Chair at its release in 1952
A good example of this is a chair Klassik Studio is currently reviving under the name ‘The Royal Chair’. Poul Volther released it in 1952, but only three copies were ever produced. Volther kept one for himself, Denmark’s King Frederik IX bought another one, while the third disappeared. The design is so good and timeless that Jensen calls it a “forgotten classic”. According to Jensen, we will see many more revivals like this over the next five, ten and twenty years.
A good example of this is a chair Klassik Studio is currently reviving under the name ‘The Royal Chair’. Poul Volther released it in 1952, but only three copies were ever produced. Volther kept one for himself, Denmark’s King Frederik IX bought another one, while the third disappeared. The design is so good and timeless that Jensen calls it a “forgotten classic”. According to Jensen, we will see many more revivals like this over the next five, ten and twenty years.
Long-lasting, future-proof design will win
Designs of the future will need to last many years, so that we use up as few of our limited natural resources as possible, and Danish designers and manufacturers will need to keep sustainability in mind. This according to Henrik Sørensen, co-founder of the House of Finn Juhl, which produces classic furniture designed by the famous Danish designer Finn Juhl (1912-1989).
“Danish design should be so good that it does not contaminate the world with insignificant, resource-draining furniture. We believe that people in the future will be even more interested in the materials and origins of what they acquire, and what [their furniture] communicates,” says Sørensen.
Designs of the future will need to last many years, so that we use up as few of our limited natural resources as possible, and Danish designers and manufacturers will need to keep sustainability in mind. This according to Henrik Sørensen, co-founder of the House of Finn Juhl, which produces classic furniture designed by the famous Danish designer Finn Juhl (1912-1989).
“Danish design should be so good that it does not contaminate the world with insignificant, resource-draining furniture. We believe that people in the future will be even more interested in the materials and origins of what they acquire, and what [their furniture] communicates,” says Sørensen.
Sustainable development, as he sees it, means that new furniture will only be put into production if the design can last for many years and if the materials can be reused once its life is over. Moreover, the furniture industry will hopefully and probably learn from high-tech industries so that design processes, materials and production methods will be significantly more sustainable in ten years.
Furniture at Finn Juhl, as throughout the Danish design industry, is made with “a growing interest in what is special,” and “an understanding of the future,” as Sørensen says. “It is full of craftsmanship and quality, something that you invest in to keep for generations.”
Tell us
If you enjoyed this story, like it, save it, save the photos and share your thoughts below. Join the conversation.
More
Find an interior designer or decorator to help with your home redesign
Furniture at Finn Juhl, as throughout the Danish design industry, is made with “a growing interest in what is special,” and “an understanding of the future,” as Sørensen says. “It is full of craftsmanship and quality, something that you invest in to keep for generations.”
Tell us
If you enjoyed this story, like it, save it, save the photos and share your thoughts below. Join the conversation.
More
Find an interior designer or decorator to help with your home redesign
Relaterede artikler
Køkken
Glem de kedelige stænkplader – her er 21 lækre alternativer
Væggen bag køkkenbordet slår tonen an for hele rummet – her får du både vedligeholdelses- og budgetvenlige varianter.
Hele artiklen
Badeværelse
Badeværelseseksperten: 3 ting du skal vide, før du får nyt bad
Af Helle Sindal
Nyt badeværelse er forbundet med mange overvejelser og overraskelser. Her får du murermesterens bedste råd.
Hele artiklen
Opbevaring
Sådan skjuler du vaskemaskinen – 17 elegante eksempler
Vaskemaskine og tørretumbler pynter ikke just i hjemmet. Se her, hvordan du fikst gemmer dem ad vejen.
Hele artiklen
Køkken
Køkkendesigneren: 3 ting du skal vide om snedkerkøkkener
Af Helle Sindal
Åh, et snedkerkøkken... det emmer af gedigen kvalitet og smukke specialløsninger. Men der er noget, du skal overveje...
Hele artiklen
Tips fra eksperter
Hvad er forskellen på... en indretningsarkitekt og -designer?
Af Helle Sindal
Arkitekt, designer, konsulent eller stylist. Hvem skal du hyre for at få indretningshjælp? Svaret er ikke entydigt...
Hele artiklen
Soveværelse
Sådan indretter du et mini-soveværelse
Drømmer du om et rummeligt soveværelse, selvom pladsen er trang? Læs med og få vores bedste tips til at udnytte hver eneste krog.
Hele artiklen
Indretning & dekoration
Lysdesigneren: 3 ting du skal vide, når du vælger belysning
Af Helle Sindal
I en ny serie deler erfarne eksperter deres Top 3 over vigtige ting at vide om projekter i hjemmet. Vi starter med lys!
Hele artiklen
Andre rum
Skæve idéer – sådan får du det optimale ud af din lille entre
Læssevis af overtøj og sko i store stakke – hvordan får du plads til det hele? Se med, og få styr på den svære entre.
Hele artiklen
Tips fra eksperter
Snedkertips! Dét skal du vide om skræddersyede radiatorskjulere
Af Helle Sindal
Send radiatoren i skjul og skab nye muligheder i indretningen. Her får du eksperternes råd til unikke radiatorskjulere.
Hele artiklen
Arkitektur
Fantastiske facader: 24 moderne panoramavinduer fra hele Danmark
Store panoramavinduer er ikke kun med til at åbne boligen op og give mere lys – de former også smukt husets facade.
Hele artiklen
I bought the classical Børge Mogensen ambassade sofa from a friend in Copenhagen. We had the same age me and the sofa. I took good care of the leather and gave it with new upholstery. But the 222 cm long piece of furniture was to big to come along when I moved to Spain. So now it has a new home in southern Sweden.
SOLIGARE.NU, We have chocolate brown leather sofas - two seater and four seater - and, like you, hope they keep going as long as we do. Possibly if we downsize, we will have to find the four seater a new home, but we should be able to take our two seater to wherever we are.