THIS IS DENMARK
by THIS IS DENMARK
- Designers: 101 Copenhagen, Astep, AYTM, Carlsberg, & Tradition , Fredericia, HOUE, House of Finn Juhl, Kay Bojesen, Kvadrat, Matias Moellenbach, Mernøe, Notes of Colour, Royal Copenhagen, Skovby, Studio Roso / Curators: Elena Cattaneo, Laura Traldi / Exhibition Designer: Matteo Ragni Studio / Sound and Video: Alessandro Pedretti, Silvano Richini / Collaborators: Royal Danish Embassy, The Confederation of Danish Industry and Creative Denmark / Sponsors: Abet Laminati, Bang &Olufsen, Essential
- Website: italien.um.dk/it
- IG: @thisis.denmark
Say Danish Design and for most people the same image springs to mind: a cozy interior that evokes a quiet but deep comfort, the essence of what we mean when we say “the happiness of small things.” Often confused with a styling approach, hygge is a well-being factor that owes a lot to the solid good design history that Denmark can boost. THIS IS DENMARK features Danish design from a different angle, one that doesn’t deny hygge but focuses on the reasons why hygge exists: good design, imbued in all human activities, spaces, and experiences. THIS IS DENMARK will stage the essence of good Danish design: the thought-out simplicity, the care for people and nature, the cutting-edge research approach, the heritage, the sophisticated craftsmanship, the international outlook. It will do so through the stories of 15 products and companies, set in an evocative landscape. THIS IS DENMARK is an experiential exhibition: visitors will be immersed in a scenery made of water and wood and will be able to enjoy a specifically created soundtrack featuring the sounds of the making of the objects.