Opening Hours:
  • Monday 10.00 - 20.00
  • Tuesday 10.00 - 20.00
  • Wednesday 10.00 - 20.00
  • Thursday 10.00 - 20.00
  • Friday 08.00 - 23.00
  • Saturday 10.00 - 20.00
  • Sunday 10.00 - 20.00
View Opening Hours
  • Monday 10.00 - 20.00
  • Tuesday 10.00 - 20.00
  • Wednesday 10.00 - 20.00
  • Thursday 10.00 - 20.00
  • Friday 08.00 - 23.00
  • Saturday 10.00 - 20.00
  • Sunday 10.00 - 20.00

What defines good design? The answer will most likely differ depending on who you ask. According to Dieter Rams, the German industrial designer responsible for creating the 10 principles of good design, it implies, “as little design as possible”. Good or bad, design is everywhere around us helping you sip your morning coffee, commute to work, or decorate your home. We spoke to four designers from different disciplines about the definition of good design, and how it plays a part in enhancing our everyday lives.   

Camilla Gullits, creative director and founder of CARE BY ME.

The Danish brand CARE BY ME creates sustainable lifestyle products with the aim of empowering women in all parts of the world. 

What does design mean to you?
It is all about creating products that accommodate a specific need but at the same time maintain a unique identity. 

Which criterias define good design?
For me, good design starts in Nordic traditions, and is honest, discrete, and will last a long time. CARE BY ME styles are made to last season after season, while also accommodating the demands of a modern and sustainable lifestyle. 

What is the design process like at CARE BY ME?
I am always inspired by art, music, nature, and time. And then we have a selection process all products go through. They must be sustainable – both socially and environmentally. 

How can good design enhance everyday life?
Through CARE BY ME, our hope is to be able to help customers make more conscious choices for a sustainable future. In the countries where we produce, we are improving working conditions for women every day. 

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Signe Birkving Bertelsen, co-owner of Notem Studio

Notem Studio is a Danish design firm creating stationery in beautiful colors and simple, graphical prints. 

What characterizes good design?
To me, it’s obviously about aesthetic but also function. Good design reveals itself as the favorite I always return to. Be it a cup, jacket or notepad. Good design solves an issue for the user. 

What is the design process like at Notem Studio?
We are designing products for everyday use, which is why our design process often starts with a specific situation where you need a stationery product. From there, we’ll explore functions and design, and try our best to create a well-designed product. 

Which function do you want your products to have for the user?
Nothing beats pen and paper when it comes to gathering your thoughts. A notepad close to hand is so effective and calming, which is why we have made it our mission to show people all the advantages of beautiful stationery. 

How can good design enhance everyday life?
We would like to contribute to giving the world more time offline. Our thoughts are constantly disturbed online. When you choose to write on a notepad instead, you cherish the undisturbed moments. It’s these moments we want our products to provide. 

Stefano Seletti, owner of Seletti

Italian brand Seletti merges design and pop art into funny, colorful, unexpected, and provocative pieces.  


What does design mean to you?
I think design is something well-studied and thought-out. Exactly the opposite of what I normally do.

 
What is the design process like at Seletti?
We mostly start by researching what is not on the market yet. It can be everything from a product, a shape or a graphic. 


In which ways can good design enhance everyday life?
Good design will always gift you with a smile! 
 

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Nicolai Bergmann, florist

Nicolai Bergmann’s flowers combine Scandinavian minimalism with Japanese attention to details, in a floral design unlike any other.   

What characterizes good design?
Simplicity, functionality, and sustainability.

How do you come up with new ideas?
I am very inspired by nature and spend much of my time in the mountains around Tokyo. I also find inspiration from flower markets around the world as well as from architecture, art, and interior.

Which function do you want your products to have for the customer?
We spend a lot of time considering how our designs will look in our customer’s home. And then a surprise element is important for when the flowers are given as gifts. 

How can good design enhance everyday life?
In my opinion, design and interior are major contributors to the joy in life. Good design is something you want to use over and over.  

Experience an abundance of good design in ILLUM Design Atelier on the 4th floor.