It’s countdown to 3daysofdesign. What are the thoughts running through your mind the most?

First and foremost, I have an immense feeling of gratitude. As I walk through Copenhagen on my way home these days, I can sense the energy and enthusiasm of people preparing their exhibitions for our guests. All the time, effort, passion, and care that people put into our festival, from our exhibitors, to our partners, our devoted staff, and others behind the scenes, everyone is working day and night. Together they represent a mix of design disciplines, and yet there’s a spirit of “we’re all in this together”, which is such a nice feeling. It truly reflects the essence of our community, where everyone shares the same “why”—because we all want to make a difference.

There’s an air of anticipation in the showrooms, galleries and curated venues across Denmark’s capital. Their doors will soon be open, as hosts to a programme packed with creative visionaries, products with a purpose, inventive materials, new sensations, inspiring podcasts, and eye-opening experiences. None of this would be possible without our close community. It makes me feel so proud. And more than anything, so grateful.

What has been the response to this year’s theme so far, and how do creators, makers and consumers KEEP IT REAL?

The response has been brilliant. When you think about it, every creative person is driven by a desire to express something. For makers, every object tells a story, and this is their opportunity to tell it. As we move away from being a disposable society, consumers are seeking sustainable brands over others, preferring products with origins you can trace back to the raw material.

I think our exhibitors are feeling a certain kind of freedom with KEEP IT REAL. Free to be different, defiant and daring. Our festival honours individual expression and experiences, echoing our deep desire for a world that’s more caring, inclusive, and conscious. Implicit in that is a celebration of people from different cultures and perspectives. We are no longer a homogenous society. We are a mix of people with the potential to expand our horizons. If we can harness that potential, and find a common ground, then together we can generate ideas that are greater than the sum of our parts.

In your opinion, what constitutes not keeping it real?

Copies. Wannabe’s. Conforming to something that doesn’t reflect who you truly are. Following a way of being just because it’s popular. Mass produced things that don’t enhance your life. Objects with no soul. Companies trying to profit from communities instead of building them - creating caring living spaces where we can co–habit in harmony.

My vision for 3daysofdesign is a genuinely inspiring platform of global visibility. An inclusive space where there’s room for everyone, including curious minds who are courageously questioning the narrative, rewriting the rules, and rebooting the industry as a whole. Passionate people who are reimagining the creative landscape of tomorrow… who would like to share and inspire others. 

Tell us about your upcoming Symposium called 'AI & I'.

At 3daysofdesign, whenever we tackle a topic, we like to examine both sides. We’ve held talks and events revolving around AI before, such as a workshop last year to help brands benefit from AI’s many advantages within interior design, including how to help them design their exhibition for our festival.

This year, we’re delving into the reality behind the hype with our AI & I Symposium. It’s where industry insiders and design influencers share real stories about AI in practice. With the opportunity to discuss the facts, the fiction, the fear—and the incredible possibilities.

Where do you see AI in relation to KEEP IT REAL? 

AI has impacted almost every industry you can imagine, and it will undoubtedly continue to do so. If that’s the future, we are open to embracing it—as long as you KEEP IT REAL. Bearing in mind the innate beauty of natural materials, the appeal of imperfections, tactile sensations, craftsmanship, the human touch that artisans bring, and ideas created from the heart. All of which leads to objects with a deeper meaning and interiors that enhance our wellbeing.

I see AI as a powerful tool, a collaborator. It can merge reality with abstract concepts, and create novel patterns, images, and ideas with an unexpected output that’s astounding and utterly inspiring. As a creative cohort, AI can suggest entirely new directions in design. From speculative concepts and generative art to automated architecture and more, the possibilities are vast.

However, AI doesn’t have emotion, intuition, imagination, personal memories or experiences to draw on. But you do. That’s why we encourage people to be authentic, one–of–a–kind originals, emboldened to create honest designs they can call their own. 

It’s easy to become immersed in all things online. It’s also incredibly pleasurable. At the same time, it’s crucial to remember the real world outside a real window. Getting lost in a forest and feeling the sand beneath your feet. Slow living, where every moment matters. Everyone talks about saving the planet, but they tend to forget how privileged we are to be here, alive, and able to enjoy it. 

Where do you see the role of design in shaping the future?

For me, design plays a pivotal role in the future—and it starts in the present. Right here, right now. It’s a subject that captures the essence of our KEEP IT REAL theme. 

Design is more than merely an object with an explicit, specific function. It’s more than something aesthetically pleasing to the eye. Design can shape the world we want to live in. When you imbue a design with passion, emotion, empathy and imagination, the outcome is something that’s meaningful. Mindful of the planet and each other. Something that tells a story, and that resonates with us as humans. That’s my not–so–secret agenda.

When an idea is original, reflecting someone’s personal angle on realness, people can sense that authenticity. And when that idea is made by humans, for humans—inclusive of others and in tune with nature—then the future is bright. 

Book your seat for our AI & I Symposium now—so you can join us, as we explore AI’s impact on design—and why we should care. 

Our kick–off to 3daysofdesign 2025 is just around the corner. We look forward to seeing you extremely soon!

And whatever you do—remember to KEEP IT REAL.