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Magasin and Formland team up for a new concept during 3daysofdesign
arrow_backTo the overview30 May 2023
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Visitors can look forward to exploring the unique Terrassen & Salonen concept when this year's 3daysofdesign design festival unfolds from 7-9 June in Copenhagen. Behind the exhibition is the Magasin department store, which is providing the space, and the Formland interior and design trade fair, which is normally held at MCH Messecenter Herning.
Lifestyle, design and furnishing rooted in both indoor and outdoor spaces will take centre stage when the exclusive Terrassen & Salonen exhibition opens during 3daysofdesign in Copenhagen. The exhibition shows new sides of Magasin and includes a wide range of both new and established brands curated by Formland.
- Terrassen is a brand new spot in Magasin that has never been fully utilised. Here we showcase what many brands can do in the outdoor category, and generally, it's a major trend that we expand our homes with an extra room - outdoors. Salonen is an iconic space in Magasin, which is beautiful in itself, and by bringing in and exhibiting many exciting brands it becomes an experience for both brands and guests to step into, says Sara Evaristi, the purchaser at Bolig in Magasin, and moreover she finds the collaboration between Magasin and Formland particularly obvious:
- Formland provides the framework for what may be possible for customers in the longer term, and Magasin becomes the extended arm to the end consumer. Formland is really excellent at focusing on new emerging brands and the collaboration with Magasin gives these brands an opportunity.
Sara Evaristi considers the collaboration to be the start of a new era, where people draw more on each other's competencies and jointly create and realise new concepts. Her immediate hope is that the current collaboration will help emphasise the voices of Magasin and Formland in the home furnishing world.
Unique collaboration and unique concept
Trend and lifestyle expert Mads Arlien-Søborg, who since 2007 has been a curator at Formland and who has also curated the Terrassen & Salonen exhibition, also applauds the collaboration between 3daysofdesign, Magasin and Formland and adds more words to what visitors can expect from the new concept.
- Terrassen & Salonen is the result of a unique collaboration between 3daysofdesign, Magasin and Formland and it is a unique concept that embraces both the indoors and the outdoors. Salonen features small and medium-sized Danish and international design brands with edge and originality, while Terrassen is filled with design brands that either exclusively or partly deal with Nordic-inspired outdoor furniture. We have also established a fantastic collaboration with Nordisk, who will cover the terrace with sails and set up glamping tents. This will create two very different experiences, and that's what makes it so special," says Mads Arlien-Søborg and concludes:
- The process has been extremely rewarding and we're super happy - and now we're just looking forward to three great days filled with energy and enthusiasm.
Expectant exhibitors
Among the exhibitors, expectations are also running high prior to 3daysofdesign - this applies, for example, to Sika-Design, who will have a stand on Terrassen.
- We envision a tremendous synergy in presenting our iconic garden furniture in Magasin's beautiful, historic building in the heart of Copenhagen. The hidden backyard terrace is a truly unique spot that we look forward to furnishing together with the other selected brands, and we look forward to sharing our deep passion for wicker furniture and timeless design with other design enthusiasts, says Louise Andreasen, CEO, 3rd generation and owner of Sika-Design.
She explains that Sika-Design will present Nanna Ditzel's Hanging Egg, the Charlottenborg series by Arne Jacobsen and the Belladonna sofa designed by the Italian duo Franco Albini & Franca Helg. Visitors will have the opportunity to immerse themselves in the history, materials and original line drawings of the furniture.
Studio About, who exhibits in Salonen, is also looking forward to being part of the new exhibition.
- I always find it exciting when brands collaborate. That's where the magic may emerge, and that will definitely be the case here. In addition, some great brands have been brought together, which of course also helps to enhance the experience. It's our first time at 3daysofdesign, so we're really looking forward to it and expect to meet a lot of exciting people. In addition, I hope we will come up with a concept that is so mind-blowing that we will be noticed, says Soffy Dombernowsky, partner in Studio About.
She also adds that Studio About brings along artistic and aesthetic design objects that embrace both the modern and the experimental and that aim to provide both captivating and immersive holistic experiences.
3daysofdesign takes place from 7-9 June 2023 in Copenhagen, Denmark, and Formland Autumn takes place from 20-22 August in MCH Messecenter Herning, Denmark
