[Report] Museums and Cinemas Transformed into Showrooms... Inside Denmark's Largest Design Festival

Visiting 3daysofdesign:
Copenhagen Transforms into a Citywide Design Showroom from June 18 to 20
Design Begins with the Creation of Space
Collaborative Works by Korean Designers Also on Display

On the 18th (local time), I visited the site of '3daysofdesign', the largest Nordic design festival in Copenhagen. During this festival, where companies and enthusiasts passionate about design gather in one place, the entire city of Copenhagen looked like a giant design showroom. This year's event, held under the slogan 'KEEP IT REAL', transformed Copenhagen's museums, cinemas, and even boats docked along the waterfront into design showrooms.

At the National Museum Lapidarium, which displays 300 sculptures and royal collections, various design brand products were showcased in front of existing plaster statues. The exhibition specialist company DEDICATE transformed the old museum into a space where the past and future intersect as soon as 3daysofdesign began. Peter Mock, CEO of DEDICATE, said, "By exhibiting statues created hundreds of years ago together with about 40 design brands, we have created a new space," and added, "The National Museum of Denmark has become a landmark for viewing next-generation design in Europe and around the world."

On the 18th (local time), various design brand products were placed alongside existing plaster statues at the Lapidarium Museum located in Copenhagen, Denmark. Photo by Lee Hyunju

Trolltect, a company specializing in soundproofing materials established in 1935, exhibited some of its uniquely designed products in hexagonal shapes at the Lapidarium. The intention was to harmonize with the massive plaster statues while making the products stand out the most. A representative from Trolltect explained, "These products are made by mixing various waste materials, water, and cement," and emphasized, "The company values sustainability above all, not just design."

A representative from Trolltect is explaining their product. Photo by Lee Hyunju

A boat docked in Nyhavn, a famous tourist destination in Copenhagen, was transformed into a showroom for design. Built in 1898, this boat has been docked since the 1970s and is now used as a theater. During the 3daysofdesign event, six design companies are showcasing their products here.

At the center of the Boat Theater is the startup 'Hour Society', which is boldly challenging companies with over 100 years of tradition with its youthful energy. At this festival, they are exhibiting a chair for the first time, which will go on sale starting next week. This product, called the 'Kant Chair', was a collaboration between Korean designers Kim Yejin and Lee Kiyoung.

Designer Ki Young Lee, Peter Hour, CEO of Hour Society, and designer Yejin Kim (from left) are taking a photo together at the Boat Theater showroom located in Nyhavn. Photo by Hyunju Lee

Designer Lee Kiyoung, whom I met on site, said, "The direction and design of Hour Society matched well, so it was a fun project," and added, "Since Danish people are quite tall, we received feedback that our initial design was too small, and I remember making many adjustments when resizing." Kvik, a kitchen furniture company established in 1983, also showcased its new products at this showroom. Kvik operates 180 stores worldwide, with 25 concentrated in Thailand, where it is the most popular.

Cecilie Manz, a designer for Fritz Hansen, is explaining the lamp product she created at the showroom during 3daysofdesign. Photo by Hyunju Lee

Well-known companies familiar to Korean consumers also launched simultaneous events during 3daysofdesign. At the Danish furniture company Fritz Hansen, designers introduced their own products, and as soon as the event began, the showroom was filled with people. F&H, one of the largest Nordic distribution companies, also opened a showroom.

The F&H Group owns about 40 brands that sell a variety of kitchen, dining, and living room products. Thomas Benediksen, CEO of Jacob Jensen, introduced a French press and cups set to launch this year, saying, "Products must be visually appealing, but they must also be practical." Kim Junghyun, CEO of WP, which distributes F&H Group products in the Korean market, said, "As Korea's global standing has changed recently, many European companies are seeking to enter the Korean market."

One of the F&H brands, 'Hoptimist', is displayed in the showroom. Photo by Hyunju Lee

Meanwhile, for this festival, which runs until the 20th, Copenhagen has divided the city into eight zones, each hosting design exhibitions under different themes such as ▲Change ▲Craftsmanship and Materials ▲Atmosphere ▲Community ▲Perspective ▲Authenticity ▲Insight ▲Connection. Around 400 brands, including Fritz Hansen, Bang & Olufsen, Iittala, and Royal Copenhagen, are participating.