VICEVERSA is a celebration of our cultural connections. In design, art and creativity. At the same time, VICEVERSA is a celebration of our differences. How we live our lives. And enjoy the cities we call home. It’s an opportunity to meet our friends in their world, and for them to meet us in ours. The name VICEVERSA refers to the reciprocal nature of this collaboration.

For over a decade, international brands have travelled to Copenhagen to take part in our 3daysofdesign festival. We would like to reciprocate that commitment – and strengthen an ongoing cultural exchange by visiting and engaging with members of our international design community on their own ground, within their own cultural contexts.

That’s the thinking behind VICEVERSA.

The bonds between Danish and Japanese design have always been rooted in a deep respect for each other, where we feel a creative kindred spirit. There is a remarkable affinity between our two cultures. Purity of form. Simple shapes. Clean, unadorned lines. Graphic. Organic. Delicate nuances. Neutral colours. And the innate allure of natural materials impeccably crafted using time honoured skills.

At VICEVERSA Danish brands will host Japanese creators, and Japanese brands will host Danish creators. Through this reciprocal exchange, we celebrate our shared design sensibilities while discovering new perspectives that inspire, challenge and enrich the creative dialogue between our two cultures.

You can already now apply to take part in VICEVERSA via the button above. We hope you join us in Japan 10 – 12 November 2027.