Formland August 2017

August means time for the trade fair Formland in Herning. Thursday the 17th we loaded the car with coffee and breakfast and headed off from Copenhagen, all with high expectations for the inspirational new designs we were about to see. 

We arrived at Formland just in time for the press brunch. While we ate the organic brunch we listened to an inspiring presentation by Ben Branson from Seedlip about his invention of the worlds first non-alcoholic and award-winning liquor. With our stomachs full we headed out to visit the stands. Among our clients were the Danish interior brand Skriver Collection and the Norwegian ceramic brand Ment. Both stands were decorated with beautiful colours, all inspired by the nature with a mix of deep and dusty soft colours.

We went on to visit another of our clients the danish distributor Lampefeber, who presented their new contributions to lighting. One of these was the launch of a new version of the popular portable lamp FollowMe called FollowMe Plus from Marset. FollowMe Plus was launched not only in a larger size but also with a greater light output.

The focus on colours and materials of the nature was one of the undergoing trends. The stand of our client the Danish design brand SEJ DESIGN was decorated with fresh wood and their products made of PUR rubber. The sustainable touch and the rawness of the tree underpinned the search for honesty and uniqueness. Their stand matched the Scandinavian Trend Institute’s, PEJ gruppen, minds and predictions of SS18 trends - trends with a focus on the materials, nature, and sustainability.

Another trend this year was simple design with an edge. With a reference back to the 50’s and 60’s the products had softer more recognizable shapes. Small uneven details in the products brought some sort of sedition to the designs, which made the expression more unique with a sense of an underlying story.

With all this new information about the latest trends, news and inspiration, we headed back to Copenhagen. All with an excitement for the upcoming season and the many new inspirational designs.

Artemide’s Tolomeo lamp Turns 30 years

30 years ago, the Italian lighting brand, Artemide, launched their first Tolomeo lamp. The exact year was 1987, when Michele De Lucchi and Giancarlo Fassina created the design and brought it to life. Since then, a lot of attention has been drawn to the iconic design, which has been a success all over the world. Now that is something to celebrate!

Tuesday 11th, Inside PR and Artemide Scandinavia packed a private jet with influencers from both printed and online media. Full of excitement, we all flew to Hamburg where a Tolomeo anniversary celebration was held.

Well arrived in Hamburg, we had and Italian lunch that underlined the Italian theme of Artemide and Tolomeo. In the beautiful surroundings of German architecture, Elbphilharmonie, the team was guided through the historical building. An old warehouse transformed into two concert halls, a hotel and residential apartments. An exciting start of a day packed with classic architecture, Italy, design and extravagant lifestyle.

Before the event, the press had the opportunity of interviewing Carlotta de Bevilacqua, VP of Artemide. As one of the most influential people of Italian lighting the design, Carlotta talked about her and Artemide’s collaboration with the creator of Tolomeo, Michele De Lucchi. Besides her profession as VP of Artemide, Carlotta is also an architect of light and a friend and colleague of Michele De Lucchi. To our luck Michele De Lucchi himself joined the interview with Carlotta de Bevilacqua.

Architect Meinhard von Gerkan officially opened the Tolomeo celebration with at short introduction of the beautiful Architektursalon von Gerkan, where the event took place. A location that compliments many of Michele De Lucchi designs - especially the main attraction and jubilee: Tolomeo.
Architektursalon von Gerkan is placed on the banks of the Elbe River with a unique view over the river.

The three architecs had a press conference with the entire press. Afterwards we were free to experience the Architektursalon von Gerkan and Michele De Lucchi designs, especially his first prototype of the Tolomeo dragged a lot of attention.

A great day in Hamburg with a lot of inspiring conversations with Artemide enthusiasts from all over the world.

Video of Michele De Lucchi and his Tolomeo lamp.

5 tips to improve your social media presence

Having a good social media presence can help your business grow. However, this will not happen overnight and it can be rather time-consuming to build your brand socially. But there are some simple steps that can help you and your business through the SoMe jungle. Our PR and Social Media Consultant Stephanie Møller Nielsen gives you 5 tips on how to improve – or even get started on - your presence on social media.

1. Identify goals and objectives

The first step in growing your business’s social media presence is to identify goals and objectives for using social media. What do you want to achieve? Do you want to increase sales? Or do you want to increase brand awareness? By knowing your goals, you can set clear objectives, and know what you are aiming for - before you start posting. This also makes it easier to measure your performance later.

2. Limit yourself

Facebook, Instagram, Pinterest, Twitter and Youtube are all highly active social media networks, and they continue to grow! It can be difficult to choose which platforms to focus on, and although a platform is popular, it may not be the right fit for your company. So limit yourself! Ensure you know how each platform works; what audiences you can reach; and what your objectives are and you will be off to a great start. If time is limited, then only commit yourself to 1-2 networks.

3. Quality over quantity

It is a myth that you have to post every day. When making content, you should always focus on making high quality content. It can vary a great deal what content works best on social media. Images and videos on average get the most interaction. Therefore, adding an image, info graphic or video can help you convey the message. It is no coincidence the old saying goes ”a picture is worth a thousand words”.

4. Plan ahead

A great tool in succeeding on social media is to plan ahead. Making a content plan can help you utilise the content and keep track of your platform. Most social media platforms even allow you to make and schedule your content in advance. That way you can distribute your content more effectively. 

5. Engage

Posting high quality content is a step in the right direction, but it is only part of the job. Your presence online shouldn’t stop with your own content, you also need to engage with your followers! You should see social media as a flow, and liking, commenting and even sharing your followers’ posts is part of what makes social media work so well.

If you want help improving your social media presence for your design company or just knowing your opportunities online, please feel free to contact me here, and I will help explore your SoMe options.


If you have had your hands on a design and interior magazine recently, you are very likely to have come across the Danish design brand WOUD. WOUD is a client of ours, and this week, our showroom provided the framework for the very first event ever for the young company; an event with the title Meet the WOUDs’.

The purpose of the event was for the press to get the chance to meet the design family behind the brand and to learn about the values and vision that are the driving forces behind WOUD.  

Creative director, Mia Koed, who founded the company along with her husband Torben back in 2014, greeted the press along with Nicholas, Torben’s son, who manages all marketing-related aspects. Mia told her very personal story about the journey of taking the step from a safe and secure career with production and sales of private label furniture to building a new brand from the bottom.

One of the core visions behind WOUD is to combine designs from experienced designers with designs from fresh, up-and-coming design talents. At the event, WOUD had therefore also invited two of their designers, Rikke Frost; an experienced designer for both Danish and international brands, and Michael Daae Christensen, who is one of the rising talents of the WOUD design family. As the highlight of the day, Rikke Frost and WOUD presented their most recent collaboration, the beautiful and functional Verde Mirror; a must-see for design-enthusiasts and fans of the WOUD design universe.

During the event, the guests enjoyed light refreshments from Bornholms Mosteri and delicious finger food from Letz Minis, which were served amongst great designs from WOUD.

We truly enjoyed the day spent together with WOUD and the press and look forward to hosting many more events together in the future!

Spring Press Lunch at Inside PR

On a Spring Friday last week, we had invited the printed media into our showroom for our Spring Press Lunch. The showroom was transformed with the colours of the season and with various products and exciting news from our clients. 

To facilitate a discussion about Danish design culture and what the future holds for the industry, we had invited the editor in chief of the online niche magazine designETC, Charlotte Jul. In a lively debate, Charlotte Jul and our guests from the press discussed the role of Danish design in an international context: How is Danish design perceived outside of Denmark? How are iconic Danish design brands managing their cultural design heritage? And what can contemporary Danish design brands do to maintain and strengthen their position abroad? The main focus was on brands that take social responsibility by producing locally and using young, up-and-coming designer talents who interpret the Danish design culture from a new perspective. Many interesting views were presented and discussed, and though we were nowhere near covering all aspects of the topic, we had a great, insightful discussion. 

To stay in the theme of Danish design, the guests enjoyed a light lunch consisting of mini-sized versions of the Danish specialty ‘smørrebrød’, delivered by Danish Minies. The delicious minies were accompanied by refreshing drinks and aquavit, prepared and served by VI.ER AKVAVIT. Wishing to share the sensory experience of the Nordics with the world, VI.ER AKVAVIT produces aquavits distilled and infused with herbs and plants from Denmark and the Nordics.  

We want to say a big thank you to everyone who took part in our event. To our lovely guests, who wanted to spend their day with us. To Charlotte Jul, who shared with us her interesting insights and perspectives on the design industry. To VI.ER AKVAVIT for serving at the event. To Danish Minies for the tasty food. To Broste Copenhagen for lending us beautiful cutlery and springy-coloured linen tablecloths and napkins. And to Roam for providing glasses to serve the aquavit in. THANK YOU.