A New Era for Fritz Hansen: An Interview with Creative Director Els Van Hoorebeeck
Celebrating Creativity and Leadership.
As we approach International Women's Day, we are thrilled to highlight the recent appointment of Els Van Hoorebeeck as the new Creative Director at Fritz Hansen. With a rich background in design and a passion for innovation, Els brings a fresh perspective to this iconic Danish brand. Her journey in the design world has been marked by a commitment to quality, sustainability, and the emotional impact of design.
Els Van Hoorebeeck's appointment comes at a pivotal time for Fritz Hansen, a brand renowned for its timeless designs and rich heritage. As the new Creative Director, Els is poised to blend the brand's storied past with contemporary trends, ensuring that Fritz Hansen remains at the forefront of the design world. Her approach to leadership, creativity, and sustainability reflects a deep understanding of the industry's challenges and opportunities.
In this exclusive interview, Els shares her vision for Fritz Hansen, her favourite products, and her insights on the future of design. We also explore her thoughts on International Women's Day and the importance of supporting women in the industry.
Join us as we celebrate the creativity and leadership of Els Van Hoorebeeck and look forward to the exciting developments at Fritz Hansen under her guidance.
Embracing Heritage and Innovation
Congratulations on your new role as Creative Director at Fritz Hansen! Can you share what excites you the most about this new position?
EVH: Thank you, it is very much a privilege to touch upon the legacy of the institution that is Fritz Hansen. The brand has played such a key role in Danish Design history. Every great Danish designer has passed over these floors: Kaare Klint, Arne Jacobsen, Verner Panton, Borge Mogensen. There is so much potential and there are so many stories to tell.
Fritz Hansen has a rich heritage in design. How do you plan to balance this heritage with innovative and contemporary design trends?
EVH: When aiming for timelessness instead of following trends, we need to look back and understand what we have been good at in the past; it is the only way to successfully move forward. I want the archive to be an open source of inspiration and act as a kind of workplace for our contemporary designers. Especially when we start new collaborations. There is no better way to understand the brand better than to dive into the archive.
What are some of the key design philosophies and values you plan to bring to Fritz Hansen?
EVH: Quality over quantity and substance over popularity. The story needs to make sense on all levels. And the experience you get around a product should be curated.
Exciting Collaborations and Iconic Designs
Can you tell us about any upcoming projects or collaborations that you are particularly excited about?
EVH: We have a collaboration with a new designer launching during 3 Days of Design, showing how everything that came before inspires design today. It is a designer I hadn’t worked with before, but who I have become very fond of in such a short time. I love diving into the world around the person that makes you understand their way of looking and working with design. At the same time, I am looking forward to working again with Jaime Hayon in a different way than how we have been used to working together in the past, which is a challenge. He is such an energising character, with a strong language. I am glad we get to work together again; it is a lot of fun.
What are some of your favourite Fritz Hansen products, and why do they stand out to you?
EVH: I have two favourites: the Ant Chair and the PK24. The Ant because it was one of the first chairs to be made from a single piece of moulded plywood and it is a perfect example of Jacobsen’s ability to blend functionality with organic, sculptural aesthetics. It is a design classic that works in any interior. And the PK24 because it is a sculpture more than anything, there is this sense of weightlessness. It embodies Poul Kjærholm’s signature approach to minimalism, elegance, and material innovation. There are no unnecessary details.
Ant™ Chair
PK24™
Sustainability and Emotional Impact
Sustainability is a key focus for many design brands today. How do you see Fritz Hansen evolving its sustainability practices under your leadership?
EVH: I have been working with sustainability at heart for years now, and the topic has not gotten easier. At Fritz Hansen, the emphasis is on longevity and circular design. Our pieces have a second life on the vintage/second-hand market and a third life with the ReNew offering, which is about extending the lifespan of our iconic pieces. Now, it is about extending this path to our entire collection. We are focusing on ensuring our products remain in use for as long as possible while reducing our environmental impact. We will also be very considered about the products we are launching, again quality over quantity.
You spoke about the emotional impact of design. Can you share an example of a Fritz Hansen design or project that you believe has successfully evoked strong emotions?
EVH: That would probably be the Egg Chair. It is sculptural, instantly creates a feeling of warmth, privacy, and comfort. The shape almost hugs the sitter. Being designed for the SAS Royal Hotel in Copenhagen, it carries a sense of exclusivity and sophistication. And at the same time, today it evokes nostalgia.
Egg™ Chair with Egg™ Footstool
Leadership, Inspiration, and Team Collaboration
PK23™
Can you share a bit about your journey in the design world and how it has shaped your approach to creativity and leadership?
EVH: I have always been obsessed with spaces. Being trained as an interior designer, I put a lot of emphasis on balance and on creating spaces with the pieces you create/curate for it. Stepping into product design, I keep the same approach. Everything is about balance and how the pieces in the collection communicate with each other. When it comes to leadership, I always aim to hire people that have skills and knowledge I do not have. That way the team will be complementary and everyone can learn and develop from working together.
What do you hope to achieve at Fritz Hansen in the next few years, and how do you envision the brand evolving under your leadership?
EVH: Bring back some of the tactility it has lost over the past few years, establishing our identity as a furniture manufacturer as well as a design brand, and again looking to re-establish the innovation we always brought.
How do you stay inspired and keep your creative energy high, especially when facing industry challenges?
EVH: I get to work with some of the most creative people out there, who have been so kind to open their worlds to me. I get to learn new things every day, I get to have inspiring conversations, and design is my passion. It is really a privilege to work in design; we are not saving lives, just hopefully making them a little bit more beautiful one design at a time.
Can you share any insights into how you foster creativity and collaboration within your team?
EVH: Transparency is very important, getting out of the office is too. A change of scenery often opens up different conversations that lead to changes or new insights on projects you are working on. I also like to get everyone’s opinion, even if they are not working on the project. Everyone has a certain way of looking at things, and when you are working for a global brand, the more opinions you can get, the better.
Empowering Women in Design
International Women's Day is approaching. What does this day mean to you personally and professionally?
EVH: It is a reminder that we have not yet reached equality; we still have things to fight for (actually probably today even more than a few years ago). In the design industry, for example, I personally dislike it when people refer to ‘a female designer’. A designer is a designer; all that should matter is the quality of work you produce.
How do you see the role of women evolving in the design industry?
EVH: Women play many roles in the design industry, but seeing we still have not fully reached equality, supporting each other is important. After recently becoming a mum, this has become even more important in my eyes. When you work in design, you live and breathe it; it is not something you can switch off, just like being a mum. The industry should allow space for both to exist at the same time in the same space.
What message would you like to share with young designers, particularly women, who are looking to make their mark in the design industry?
EVH: Be considered when you design, make sure there is a strong reason for everything you do. Do the research and document it; the journey is important, and always ask the questions. Don’t take feedback personally, but analyse and adapt to what you take out that is important for you. And get a mentor, someone you can brainstorm with and that can provide some guidance.
Conclusion
Els Van Hoorebeeck's appointment as Creative Director at Fritz Hansen marks an exciting new chapter for the brand. Her commitment to quality, sustainability, and innovation, combined with her rich experience and passion for design, promises to bring fresh perspectives to Fritz Hansen's storied legacy. As we celebrate International Women's Day, EVH's insights and leadership serve as an inspiration to aspiring designers everywhere, reminding us of the importance of creativity, collaboration, and equality in the design industry.
