Celebrating Design Stories: Cult x The Local Project at 3daysofdesign
This year, Cult partnered with The Local Project to create a five-part video series capturing the spirit of 3daysofdesign in Copenhagen, Denmark’s premier design festival and a global celebration of creativity, craftsmanship and community.
The series explores the unique perspectives of five design brands we proudly distribute across Australia and New Zealand: Gubi, NAU, Vipp, HAY and &Tradition.
From timeless Danish icons to fresh Australian voices, each video offers a glimpse into the design philosophies, product launches and immersive experiences that shaped this year’s festival. Now that all five episodes have been released, we’re thrilled to bring them together in one place: a celebration of design, storytelling and the partnerships that make it all possible.
Gubi: A Conversation Between Past, Present and Future
Gubi’s showcase at 3daysofdesign was a masterclass in storytelling. Set within their expansive Copenhagen showroom, a former tobacco factory turned design destination, the brand curated four immersive spaces that celebrated its eclectic portfolio.
From iconic reissues by Afra and Tobia Scarpa to visionary new collaborations, Gubi’s display was a layered exploration of mood, memory and meaning.
At the heart of the experience was the Beetle Bar, a vibrant hospitality space honouring the enduring Beetle Collection. As CEO Marie Schmidt shared, Gubi is about elevating objects into experiences, and this year’s showcase did just that.
NAU: Australian Design Takes the Global Stage
For Cult, 3daysofdesign was more than a festival: it was a launchpad. This year marked the European debut of our own brand, NAU, with a dedicated showroom opposite the Danish Design Museum. The response was electric.
On display were the Cove and Nola collections by Tom Fereday, alongside standout pieces by Adam Goodrum. Crafted from solid oak, walnut, hand-cast glass and stone, these designs reflect the originality, quality and craftsmanship that define Australian design. As Richard Munao, founder of Cult, shared: “I truly thought they would appreciate this new Australian design that we bring to the market.” And they did.
Vipp: A Legacy Reimagined
Vipp’s story began with a pedal bin in 1939 – and this year, that legacy was reimagined through a striking guesthouse installation created in collaboration with Studio KO. Set within a mid-century garage at Vipp’s Copenhagen HQ, the space merged Danish design heritage with Moroccan spirit, featuring charred wood, glowing copper and iconic Vipp pieces.
For CEO Kasper Egelund, 3daysofdesign is a chance to play on home turf and share Vipp’s philosophy of “doing less, but better.” It’s a belief that resonates deeply with Cult’s own values, and one that continues to inspire our partnership.
HAY & &Tradition: Two Perspectives, One Shared Spirit
In a combined episode, HAY and &Tradition offered two distinct yet complementary takes on contemporary Scandinavian design.
HAY transformed its flagship store, HAY House, into a vibrant restaurant space, featuring hand-painted tableware by Emma Kohlmann and a preview of upcoming releases. From the reissue of Mario Bellini’s Amanta Sofa to new launches like the Layout Armchair by Julien Renault, HAY’s showcase was a celebration of creativity, collaboration and Copenhagen itself.
Just a short walk away, &Tradition’s immersive showroom brought together historical icons and contemporary innovations, including the launch of the Hi Lo Sofa by Anderssen & Voll. The Oslo-based studio has long collaborated with &Tradition, and their creative freedom was evident in the modular, expressive design.
Together, HAY and &Tradition captured the diversity, openness and forward-thinking spirit that defines 3daysofdesign, and the Scandinavian design landscape at large.
A Shared Vision for Design
At Cult, we believe in the power of design to connect people, tell stories and shape culture. This video series, created in collaboration with The Local Project, is a reflection of that belief: a celebration of the brands we represent, the relationships we nurture, and the global design community we’re proud to be part of.
From Copenhagen’s vibrant streets to our showrooms in Australia, New Zealand and Singapore, these stories remind us that great design is universal, but its expression is always personal. As we look ahead to next year’s 3daysofdesign, we’re already excited to continue sharing more stories, more collaborations and more moments that inspire.
Thank you to The Local Project and to our incredible brand partners – Gubi, NAU, Vipp, HAY and &Tradition – for joining us on this journey. Watch the full series and celebrate design with us.
