(Photo: 3daysofdesign / Verpan)
The 11th edition of 3daysofdesign, Copenhagen's renowned design festival, celebrated family businesses over tech startups. Over 400 designers from across the globe were showcased, including a unique contribution from a Norwegian postman. This year's festival highlighted the deep roots and rich histories of Nordic design, focusing on legacy and sustainability.
Verner Panton's Legacy
At the Verpan showroom, dedicated to the works of Verner Panton, attendees were captivated by stories shared by Carin Panton von Halem, Panton's daughter. She recounted how the iconic cone chair, once displayed in a New York shop window, caused such a distraction to drivers that it led to a road accident, necessitating its removal by the police. She also shared anecdotes about the Pantons' Hornbæk summer house, whose bright green exterior was so controversial that neighbors petitioned to change it.
Similarly, at Hem furniture shop, Finnish designer Yrjö Kukkapuro's daughter, Isa, reminisced about the original launch of Kukkapuro's experiment chair, coinciding with the birth of her daughter, Ida. These personal stories underscored the deep familial connections that are a hallmark of the festival.
Family Businesses vs. Tech Startups
While Panton and Kukkapuro are esteemed figures in Nordic design, the festival highlighted that many of the companies present were family-owned, with generations contributing to their legacies. This family-centric approach contrasts with the current trend of valuing tech startups and business unicorns. The success of 3daysofdesign suggests that there is enduring value in family enterprises.
The festival has grown exponentially since its inception in 2013, when it featured just four Danish brands in an old Nordhavn warehouse. In 2024, it featured more than 400 exhibitors spread across 11 districts in Copenhagen. Henrik Ljung, CEO of Dux Beds and a fourth-generation leader of his family's company, attributed a 30% increase in sales to the festival. At this year's event, Dux Beds unveiled a fully sustainable, replaceable, and recyclable component bed, with Ljung praising 3daysofdesign as "the new epicentre of design."
Despite the strong focus on heritage, the festival did not exclude new talent. The design hub DDcated exemplified this blend of tradition and innovation. Set in the Lapidarium of Kings, a museum housing an eclectic collection of statues, the venue showcased 56 designers, juxtaposing historical sculptures with contemporary designs. Highlights included Woodio's sawdust, resin toilets, and Elvang's recycled alpaca wool cushions. The eccentric setting emphasized that museums can be forward-looking while honoring the past.
Supporting Emerging Designers
Peter Mørk, one of DDcated's founders, explained that the venue choice reflected a desire to look backward and forward. Thanks to funding from Ege Carpets, individual designers and small companies could participate, ensuring that even those without a family business background could find support. Mørk attributed the strong sense of lineage in Danish design to the country's small size, where family pride is paramount.
Throughout the festival, Copenhagen exuded a palpable sense of pride. The House of Design on Frederiksgade, with standout exhibitors like Orrefors glassware and Peach Corner ceramics, buzzed with the energy of a house party. Particularly vibrant were the spaces curated by Frame Studio and Saetter Copenhagen.
At Muuto, a furniture shop on Østergade, the festival's ethos was perfectly encapsulated by PR manager Mikkel Friis Ovesen, who encouraged visitors to interact freely with the displays, emphasizing that "this is furniture, not art." This invitation to engage directly with the designs underscored the festival's commitment to making design accessible and integral to everyday life.
Related Article: Top 5 Must-See Exhibitions at Art Basel 2024
