Elevating the awareness of Danish Design in Spain and solidifying its status as an absolute global reference was the inspiring challenge we undertook alongside the Embassy of Denmark. For three consecutive years, we had the strategic opportunity to deepen the narrative of Danish Design, establishing it as the gold standard that bridges Mid-Century heritage with contemporary innovation. To achieve this, we served as the Embassy’s communication team for three editions of Casa Decor, the most prestigious interior design showcase in the country. Within this framework, we orchestrated the presence of iconic brands such as Fritz Hansen, Carl Hansen & Søn, Louis Poulsen, and Bang & Olufsen, alongside emerging trendsetting firms like &Tradition, Bolia, and Friends & Founders.
Our strategy focused on transforming each space into a media phenomenon.
Working with the renowned interior designer Erico Navazo in the first two editions, and Comad Arquitectos in the third, we ensured the Denmark space stood out from the rest of the event due to its massive press coverage. We didn’t just communicate design; we created experiences. We organized exclusive gatherings for target audiences, personalized private tours, and strategic interviews with the creators of each space, ensuring that the message of Danish timelessness, durability, and sustainability truly resonated with the sector’s most influential voices.
The pinnacle of this collaboration was the organization of a full immersion into Danish culture: a press trip to Copenhagen during 3daysofdesign, Northern Europe’s most important design event. We accompanied a group of media directors, as well as prestigious interior designers and architects, to visit iconic showrooms and the very factories where the legend of Nordic design is forged. Witnessing the artisanal craftsmanship of historical pieces firsthand sparked unprecedented enthusiasm among our guests. This initiative culminated in massive media coverage, including features on prime-time lifestyle television and specialized press. Thanks to this sustained effort, Danish Design not only reclaimed its place in the Spanish imagination but established itself as an indisputable aspirational reference for professionals and décor enthusiasts alike.
