Curated: reflections from 3daysofdesign, Copenhagen & fresh finds

Play, posters & a call for better

Playground readers,

Greetings from a post-exhibition high! We’ve just wrapped up a major client show for 3daysofdesign – easily one of our biggest projects this year. We’re feeling proud of the work, the client, the team, and the full experience we created and curated from the ground up.

The exhibition was picked up by press and featured in roundups with titles like “Brands keeping it real at 3daysofdesign” and “Honest engagement goes a long way – the ones that stayed with me”. It's rewarding to see this kind of response, especially for a project that’s been in the works for over a year. We've been building the brand strategy behind it with intention, care, and a steady rollout – and it's exciting to see that long-term thinking land so clearly.

Veronika & Emilija from studio playground team

Now, as summer kicks in, we’re shifting to slower days, looser plans – and a bit more playyyyyyy. :))

Without further ado… three of us from Playground were in Copenhagen, and in between installation and events, we managed to see a few things too. This newsletter brings you five reflections from the festival, plus a few fresh recommendations we think you’ll want to bookmark.

P.S. If you’re reading this on Thursday 26 June, join us tonight! I’ll be chatting to Steve from Stack Magazines about all things Playground – from publishing and play to long-term thinking. Free Zoom ticket is here.

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1. 3daysofdesign has gone global!

   Just a year ago, 3daysofdesign felt like the cute younger sibling of Milan Design Week – mostly Scandinavian, with a few international guests. This year? A different story. It now firmly holds its place on the global design calendar, with more international visitors, exhibitors, and ambitious programming.

   What stood out was the rise of an ‘off-map’ scene – unofficial shows aimed at the influential design-savvy crowd. The buzz is real, and while the crowds are growing, there’s still space for standout work.

   Oh, and yes – swapping your email for an entry? That’s officially part of the game now.

2. Same same but different? Product launches aren’t enough

   Amongst the beige sofas, colourful side tables and yet more wooden chairs, it often felt like stepping into the same room again and again (sorry!). Design fairs have long been about product launches – but that model is starting to feel dated.

   What’s missing you may ask? A stronger stance. More hosting. A sense of artistic or cultural collaborations. Brands need to show their ankle, not just their catalogue.

   In a competitive industry – design, cars, fashion, anything – it’s not just about showing up. It’s about being chosen. That means moving beyond the paradox of choice and becoming a clear, memorable presence from the start.

   

   No need to bring prototypes you can’t use, people want to feel the brand!

3. One step further — activating the senses

   Amongst all the sameness, a few brands did go a step or two further – and thankfully, not just for the Insta shot, but for the senses.

   There was a noticeable rise in scent-led moments – think diffusers, perfume collabs, and fragrant installations. Not surprising, given smell is the sense most closely tied to memory. Smart!

   But even better? A sense of play kept popping up. Games, mini arcades, fill-in notes – small gestures inviting people to interact, not just observe. And you know us at Playground… we’re always here for that.

   

4. The playful detail of the now — frames
   Every year, something pops up – a colour, a curtain, flowers. This time? Frames. And not just on TikTok – they were everywhere, and I’m loving it.

   Goodbye generic posters. Hello people, friends, flea market art, weird sizes, funky edges. Framing feels like a small gesture, but a strong & fun one – personal, layered, nostalgic.

   Katie McCrory
   was also writing about her little frames here.

   Definitely stealing frame-movement for home (in the plans since forever), and future moodboards.

   

5. Lots of talk and questions, but no action? ‘Drunk on plastic’
   Criticising something you love takes a certain self-awareness. Will I make someone uncomfortable? But it has to be said.

   Copenhagen – what’s up with the one-time-use plastic? From cafés around the city to major media events, one time use plastic cups were everywhere. To make it worse, many venues didn’t even have recycling bins outside.

   It left a strange aftertaste. Free drinks seemed to win over sustainability – and that made a lot of the climate-conscious narratives in the design world feel a bit like surface talk.

   Especially for a fair shaped by Scandinavian values, there’s real work to do here. If individuals aren’t stepping up, maybe regulation should. In any case, it’s a gap waiting to be solved – and one worth turning into a brief.

   

   outside one of the events

   Will we go back? Yes. Would we recommend it? Absolutely.
   There’s nothing like real-world research, play and observation – always energising, always worth it, always full of learning and possibilities for new things!

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Podcast

“Rutger Bregman Wants to Save Elites From Their Wasted Lives”
Dutch historian Rutger Bregman is one of my favourite thinkers of today. Best known for Humankind (a top recommendation – add it to your summer list) and Utopia for Realists, his books are rich with optimism and grounded idealism. Though, as he says himself, they'd likely land very differently in today’s world.

He’s just released a new book – Moral Ambition – which might be my must-read of the summer. As part of the launch, Rutger appeared on The Interview podcast by The New York Times, exploring how intellect and talent can – and should – be redirected towards causes that actually matter.

It’s a mind-tickling listen. Sharp questions, fresh ideas.
Rutger’s now taking on Big Tobacco, and I love his whole way of thinking – moving from awareness to action, with no time wasted and no one waiting for permission.

In for a real treat, listen to the podcast episode here.

Video

‘Why we should use AI to expand what it means to be human’ by Sari Azout from

The Sublime

“Will AI replace us? Yes. But fearing that AI will replace us is like fearing that our children will replace us.” - Sari Azout

The quote that says it all. Take 15 minutes and enjoy this talk yourself – it’s sharp, intelligent, and refreshingly provocative.

Book

‘The Secret of the Highly Creative Thinker: How to Make Connections Others Don't’ by Dorte Nielsen

I’ve been following Dorte Nielsen’s work for a while – so it was a real joy to interview her earlier this month for IKEA’s Creativity Panel, alongside IKEA’s range and identity manager Emma Dafnäs and Swedish designer Gustaf Westman.

From left > me, Emma Dafnäs, Gustaf Westman & Dorte Nielsen <

As part of my prep, I finally read Dorte’s book – and I loved it. It felt like holding up a mirror to my own way of thinking. Curious, factual, inspiring and thoughtful – it’s a book I’ll keep returning to.

Highly recommended, especially as a post-summer reset read. A little teaser: “People who are good at having ideas are good at seeing connections.”

Speaking of summer reads… our Playground magazine and ‘more play’ caps bundle might be just what you’re looking for this season – a dose of inspiration, curiosity and creative fuel.

Your support means a lot to our small business. So if you’ve ever liked what we do, this could be a lovely little win–win.

Thank you for reading this one,
Auste & Playground team