A sharp view on Scandinavian design

It is difficult to describe who Dorrit Bøilerehauge is professionally in a simple sentence; from CEO to advisor and consultant of brands, organizations and even public authorities, she is an undoubted expert on online communication, PR and branding with a specific focus on fashion, design, lifestyle, and creative industries. She has lectured and written extensively on these and other related subjects, and has played a leading part in the development of concepts for Danish, Nordic and international projects with a focus on online and sensory strategy for fashion, design and lifestyle.


Could you tell us more about your company, Danish Designers?
Danish Designers is an interest organization for all kinds of design. Our 675 members represent all areas of design from furniture, interior decoration, industrial, graphic, textiles and fashion design to strategic, service and experience design. Covering so many different areas of design gives Danish Designers a unique position as a voice for design both nationally and internationally. Our cross-disciplinary view enables us to take many different types of initiatives and create synergy for the benefit of our members and for the users of design.

What trends (emerging or current) do you see in online communication that can be used as tools for emerging designers or brands?
During the last couple of years the trends in online communication have started unfolding a small corner of the great potential of life online. However, as these trends imply fundamental changes to communication, we need to apply what I have termed online thinking in order really to gain from the advantages. If emerging designers practices online thinking, which means regarding all platforms as part of a whole and appealing to customers’ senses, they will come out ahead of established brands maybe overlooking this central phenomenon. As many design products are unique both aesthetically and functionally, they are perfect for this kind of communication.

What would you say are the most important steps of branding at the beginning of an entrepreneurial journey? In other words, what are your recommendations for brand-building?
I would say that knowing your customers is the most important first step. After having specified your own identity as a brand, you must know - and respect - your customers. Underestimating and misunderstanding customers’ needs and interests are serious mistakes. Customers want to be involved as people and want to have an authentic experience. Nobody likes to be the target of hardcore selling. An entrepreneur with knowledge of customer and behaviour has a true platform to develop. Not just a starting point.

What is your perception of the current situation in the design and fashion industries within Nordic region? Where do strengths and weaknesses lie?
The Nordic countries are in a highly favorable position. Our film and food industries have paved the way for a modern interpretation of our strong design history, and it if we make the right moves now, we may be fortunate enough to create a favorable position also for coming generations of Nordic designers. Danish Designers are projects leads in the Nordic development project Nordic Design Impact developing SME design businesses. By creating a stronger Nordic network and by strengthening the Nordic SMEs, we may develop our Nordic brand further and market it internationally. From this point of view the only weakness would be not to anchor our knowledge so that it benefits everybody in the Nordic countries or failing to be sufficiently agile in our communication. We need to bring our potential to the market.

How would you conceptualize current perceptions of "Scandinavian design" in the 21st century?
DB: Naturally there are many different perceptions of Scandinavian design due of our important heritage in this field. However, there is one concept embracing all the different areas of design these years, and that is sustainability. As much of Scandinavian design is inspired by nature, it is hardly surprising that there is a general wish for Scandinavian designers to incorporate sustainable concepts into the design process. Also Danish Designers is an active partner in this work, and we find great support for this from our members. At times it can be quite complicated for SMEs to have a sustainable agenda while also succeeding as a company, and that is why it is important for everybody to support the efforts in this area.

Where do new names and brands come from ( in relation of Scandinavian design)?
Fortunately tomorrow's design talents are numerous. When visiting exhibitions and fairs design talents are readily on display. There are also programs aiming at both showcasing and helping design talents closer to the market. The fair Copenhagen Vision organizes the Designers' Nest competition with a fashion show during the Cph Fashion Week. The competition includes students from the Nordic countries and is a true display of the future potential of Nordic design. Also the Dansih company, MUUSE, makes a valuable contribution in this area as the company selects young design talents and lends its expertise for development, production and sales of young collections. MUUSE cooperates with the Italian Vogue, and this just demonstrates how untraditional ideas coupled with international cooperation can create vital new paths for talents to the market.

Camilla
Rettura

Dorrit Bøilerehauge