Joachim Kornbek Engell-Hansen, the grandson of Simon Hansen, talks about his fresh creative vision for the newly united Menu and by Lassen interiors and lifestyle brands.
The event was set inside the city’s Audo House, which was conceived by Bjarne in collaboration with Norm Architects, who have served as creative directors and designers of several Menu designs. Inside a sunlit red-brick courtyard, an international design crowd sipped on fruity cocktails and pondered the direction of Scandinavian design — which across the board, was notably more colorful this season than ever. Audo Copenhagen, whose collection was full of cozy earth tones, was no exception.
, Christian Lacroix and Kelly Wearstler, among others. WWD caught up with Kornbek Engell-Hansen at Audo Copenhagen.How does it feel to take over the design strategy for the two brands and continue your family’s legacy on a more global scale? : My grandfather started Menu and I have been at the company for the past 12 years working with the creatives in design. About six or seven years back, I fully took over the creative direction of Menu.
We have been working on the merge intensively for the past six months and now for 3daysofdesign it’s all coming alive. I’m extremely proud of where we are now with Audo Copenhagen and I look forward to telling the story to the world. : My grandfather founded, but to be fair, my dad was leading the brand direction and he’s been in the company since he was 18 years old and has been the designing force of Menu. With him, we realized we understand creatives really well.
My dad was the driving force that led us to really understand creatives. He acknowledged the fact that we need good people to both work and collaborate with us. His goal, and now mine, has been to work externally with extraordinary designers, partner with the best photographers and understand that the commercial side of business is essential..
The art direction for Audo Copenhagen was created in close collaboration with Christian Møller Andersen . He played a central role in the design process of our new concept store at the Audo House. We have added more colors to the space both in terms of new upholstery and wall paint..: Sometimes when you talk about a big change, like renaming our brand, it can sound really big, but after being a part of it for so many years, it just wound up naturally evolving.
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