Highlights from Byflou.com at 3daysofdesign 2024

DARE TO DREAM

This year, 3daysofdesign marks 11 years with the theme "DARE TO DREAM", celebrating the inspired minds that are shaping the future creative landscape. The festival was founded with a vision to create a platform for visionary designers, architects and interior designers to realise their dreams through community and connections. With a firm focus on promoting innovative design and craftsmanship and a strong sustainability agenda, the festival aims to curate a diverse and influential programme.

This summer, the festival presents over 350 exhibitions in the streets, showrooms, galleries and event locations across Copenhagen. This represents the largest 3daysofdesign festival to date, offering a broad spectrum of perspectives and disciplines in design. With the theme "DARE TO DREAM", BIG, Bjarke Ingels Group, has created this year's visual identity, which with its dreamy pink tones and graphic clouds, emphasises the festival's commitment to exploring and realising dreams through design.

FRAMA x Toogood

FRAMA's Design Studio and café, Apotek 57, is an experience in itself, but with a desire and hunger to reinvent a creative identity in its historic surroundings, this year FRAMA teamed up with London-based design studio Toogood. Their holistic approach to design, as something that transcends fashion, interiors and lifestyle, through a colourful and artistic graphic element, became the star of FRAMA's exhibition for 3daysofdesign.

The abstract colourful shapes appeared both as a contrasting art installation, placed between the old pharmacies, furniture and raw walls of their Design Studio, but also adorned the labels of their well-known St. Pauls Apothecary line and on stylish vests worn by employees. Despite the main artistic elements of this year's exhibition, it was the two brands' passion for food experiences that shone through. The majority of the showroom was transformed into a café where you could enjoy FRAMA's unique range of furniture and tableware in use - exactly in the FRAMA spirit.

HAY

An obligatory stop at HAY House in the centre of Strøget revealed one of the biggest collabs at this year's 3daysofdesign. If you hadn't already spotted them around town, you could for the first time experience the collaboration between HAY and Asics, who for this year's 3daysofdesign had created a series of sneakers, socks and tote bags. With the familiar Asics style and distinctive HAY colours, these sneakers became one of the most coveted items at 3daysofdesign, showing us that HAY's sense of design extends far beyond interiors and furniture.

HAY had certainly not held back on the collaborations. Visitors to HAY House could enjoy Italian cuisine from the new Copenhagen hotspot LOCALE 21, or visit the restaurant itself, which was decorated from head to toe in the latest HAY designs. At HAY's iconic cocktail evening party at Apollo Bar, you could enjoy a classic Carlsberg with the most beautiful striped print, designed by HAY themselves for the occasion.

A. PETERSEN

Outside the established 3daysofdesign programme, we were on an exclusive visit to A. Petersen, which unlike the many brands located in the centre of Copenhagen, could be found in a quiet industrial district, where their workshop created the setting for their inspiring showroom. A highly authentic environment where, surrounded by walls of wooden planks, tools and machines, we experienced a deep passion for the craftsmanship and materials behind the unique furniture in A. Petersen's collection. Not only was it a break from the staged art installations and well-organised displays we experienced at many other brands, but it was also an opportunity to immerse ourselves in the craftsmanship and innovative design that many of us have a passion for.

Despite being a workshop, the industrial surroundings were adorned not only with the beautiful design of A. Petersen's furniture, but also several artistic elements from Danish artist Lærke Lillelund's exhibition 'REFLEX'. The porous organic elements contrasted with the raw warehouse and materials, but beautifully encapsulated A. Petersen's DNA - a synergy between true traditional craftsmanship and innovative art.

LOUISE ROE

Louise Roe manages to tap into the biggest trend of the moment - steel. Although it's an element that has infiltrated virtually every new collection across brands, Louise Roe still stands out as the brand we think of when we say steel. In the aesthetic setting of their popular The Roe Bar, the latest pieces designed by Louise Roe herself were simply presented in a display composed of feminine white curtains and raw stone-like podiums made from recycled materials from previous years' exhibitions.

Louise Roe's new collection showcases her unique ability to balance functional everyday elements with exclusive showpieces that in many ways stand out from other New Nordic brands. Functional steel coffee sets stand side by side with sculptural vases, while extravagant chandeliers and artistic table lamps light up the room. Although the collection is exclusive and composed of a few carefully selected elements, they manage to put their stamp on the most essential elements that you could also experience in use in The Roe Bar.

NORMANN COPENHAGEN

Normann Copenhagen is one of the more established brands among the New Nordic wave of brands that emerged during the 2000s. This year, the brand celebrated its 25th anniversary with a journey through Normann's history and an insight into their identity as a brand. This year's exhibition at Normann Copenhagen was called ELEMENTS of Normann, which was clearly reflected in their HQ, where room after room was decorated in art installation format with iconic and characteristic elements from Normann's design DNA.

Every room in the 5-storey high showroom encapsulated parts of Normann's identity, offering sensory experiences through light and material, a meticulous review of production and material manufacturing, as well as showcasing some of the innovations we can expect in their next collection.