We’re thrilled to announce Helena Christensen as Global Artistic Director

Helena Christensen, world-renowned Danish supermodel, photographer, and style icon, has joined us as our new Global Artistic Director for BoConcept.

With her distinctive style, artistic vision, and deep passion for design, Helena is set to usher in a new creative era for BoConcept.

Helena will help to shape an exciting new chapter for us in her new role, working closely with new design talent, featuring in and producing brand campaigns, and designing and styling pieces that speak to her effortless sense of style and easy elegance.

Helena lends her unique experience and perspective to our ‘Art of Living Danishly’ campaign, bringing to life what it means to live well through inspiring content, engaging lifestyle pieces, and conversations with fellow Danish creatives addressing what it is to “Live Danish”. Helena says, “This is a dream come true for me. I’ve always loved interiors, and this speaks to so many of my passions for design, creativity, and living intentionally.”

Helena discusses her approach, stating, “Design is more than the details of aesthetics; it’s about how it makes you feel when you walk through the door."

As part of her role, Helena will play a key part in evolving our collections, influencing everything from material choices to colour palettes. Interiors have always been a passion, and, alongside her modelling and photography, she has worked in the interiors space over the past two decades.

Twenty years ago, Helena launched the concept store Butik in New York City with Leif Sigersen. She is also co-founder, with long-term collaborator Camilla Staerk, of their interior design and lifestyle studio Staerk & Christensen, which creates work across fashion, furniture, photography, and film. Recent design projects include collaborations with New York-based studio Bower on a range of home accessories and creating a special edition of the ‘Runner Chair’ with Danish designer Kasper Salto.

Helena praises the Bergamo as 'the ultimate sofa' and describes the Imola chair as 'a stunning example of standout Danish craftsmanship'.

This partnership is also rooted in a shared Danish heritage and cultural experience. Copenhagen-born Helena joins us at a time when Danish design and the country's creative and cultural output are globally influential. “Being Global Artistic Director at BoConcept is more than just a role to me; it’s a creative journey of unpacking what it means to live well and sharing the beauty and brilliance of Danish design,” Helena shares. “I’m always collecting pieces that I know will look amazing in my homes, and BoConcept’s designs have become a part of that journey for me,” she continues.

Danish design played a crucial role in the mid-century modern movement, characterised by its clean lines and functional forms. This is still central to the new direction, but the new wave feels more playful and personal. It’s this marriage of minimalism’s sleek lines and Helena’s maverick ability to be nothing other than herself that makes our partnership so invigorating.

Helena finds inspiration at the Santiago table and Seoul chair, surrounded by her exclusive art print collection ‘Flora’.

Helena’s first creative endeavour comes with the launch of ‘Flora’, an exclusive set of art prints from her personal photography archive, available in March 2025. The capsule of botanical prints highlights her love of nature and capturing the beauty of every day.

Chief Marketing Officer Paula McGuinness says: “We are truly excited to harness our BoConcept design expertise with Helena's intrinsic sense of global style and her Danish life philosophy. We look forward to shaping a new agenda together to inspire consumers around the world.”

We’re thrilled to be working with Helena and excited to see the vibrant, unique perspective this global icon will bring to the story of Danish design here at BoConcept.

Contact us

If we can help you in the meantime, get in touch with our team who will be happy to tell you more.  Come and visit our office in our flagship Tottenham Court Road showroom, call us at 020 7383 3226, or email us at tradeenquiries@boconcept.co.uk to discuss how we can help you today.