When asked what the secret is to a winning strategy for a design exhibition, she broke it down into three main components: "Maintaining consistency in the editorial coordination of the event is the first point. Our goal has never been economic growth, but depth of development. We like the current format; our niche size allows us to curate content effectively." Indeed, from just four brands in 2013 to 410 events in 2024, 3DD has seen exponential growth, despite strict selection criteria. "We say no to those who copy; we demand to see sustainability reports; we ask for a fee proportional to turnover. Those who are bigger pay more," making the membership process very democratic.

Secondly, 3DD offers year-round services, from workshops to information meetings. “Potential exhibitors are asked: What is your goal? What are your dreams for your company? Most want to grow, but how, where, and why are complex questions. Dreaming is everyone's right, but a dose of healthy pragmatism is also required: do you have the production capacity to grow? Are you willing to hire 100 people to meet market demand?” Finally, 3DD is a facilitator. “We help brands figure out how to move towards their goals and focus on them. Sometimes what is needed is not a strategy, but new creative energy. A new designer for example."

How much has 3DD helped Copenhagen consolidate its image as a design capital? "I’ll leave it to others to say how much, but there is no doubt the city benefits, and the data prove it: the festival guarantees more income for the city, similar to the Salone del Mobile in Milan. The difference between the two events are the Danes, who have a greater awareness of furniture culture than the Italians." This awareness stems not only from design education but also from geography. "Climate and light strongly affect the management of public and private spaces. For us, aesthetics and functionality move on the same value axis, evident when you land at the airport or walk the city streets. Design and architecture are complementary in studying living spaces." It’s no coincidence that the 3DD manifesto is signed by Bjarke Ingels. "Design and architecture dance a tango of ideas in the city", Terenziani remarked.

Copenhagen may not be as affordable as other cities, but it is more welcoming, generous in its public spaces, i.e. its waterfronts, squares and parks, and easily navigated on foot or by bike, boat and public transport, particularly in June, when the extraordinary light enhances its charm. This is the reason 3DD’s decentralised model works so well; because there is no central trade fair, visitors get to experience the city, a city of great architects, canals and bike paths. "Going in and out of brand showrooms is a way to experience and learn about our culture at a different speed," says Terenziani. "Ours is not a sales platform but a living room where you can meet designers, producers, curators and journalists to network."

"3DD is an observatory. I don't know if it can be considered as a viable alternative to the event model that revolves around fairs—it doesn't necessarily work everywhere, and one is not better than the other. It's definitely different," Terenziani concluded as we wrapped up our conversation, comparing it to the diversity in music genres like waltzing, trap and punk. "To each their own music, as long as it’s original."

Whatever their taste in music may be, 3DD once again managed to sweep even the most discerning visitors off their feet. For those who couldn’t attend, here are our picks from this year’s event.

___________________

About our guest contributor Paola Carimati

Architect by training, journalist by profession, she has been intertwining research with design and current affairs since the time of graduation at the Politecnico di Milano. Writing is a practice matured and trained in the field: yesterday, in the editorial staff of Elle Decor Italia, today with important Italian magazines of the groups Editoriale Domus, Il Salone del Mobile, Mondadori and Rcs.