For our Spring 25 campaign, we celebrate the art of living Danishly with globally renowned Danish supermodel, photographer, UN Ambassador and our newly appointed Global Artistic Director, Helena Christensen.
BoConcept Global Artistic Director, Helena Christensen
What does it mean to live well? This is the central question Danish design sets out to solve with its functional, timeless pieces, elegantly crafted to enhance the flow – and feeling – of a home. The art to Danish living has much to thank for its extraordinary design tradition but it’s also the less-is-more lifestyle, purposeful rituals and cultural values that consistently keep this small but mighty country topping the 'happiest nation’ leagues.
With this in mind, Helena Christensen, our newly appointed Global Artistic Director, is at the helm of a new campaign – and era – for the interiors brand, focusing her lens on what it means to “Live Danish”. This is a celebration of the innovative design, creative culture and balanced way of life her home nation is known and lauded for.
The Art of Living Danishly is brought to life with a programme of inspiring design collaborations from fresh Danish design talent, stimulating conversations around Danish culture and style, and an exploration of the components that shape design and ways of living in Denmark. Helena lends her unique experience and perspective to bring to life what it means to “Live Danish” through inspiring content series, engaging lifestyle pieces across BoConcept’s channels, and collaborations with fellow Danish creatives.
While Denmark has many notable figures, Helena’s blend of global influence, humanitarian work and cultural authenticity makes her the ideal representative of Danish values and identity. As a creative polymath at the epicentre of fashion and design culture since the early ’90s, she is perfectly placed to act as both curator and creator for this special campaign. Through her ‘Flora’ art prints, available to buy in March 2025, furniture designs from Autumn ’25 and her innate sense of style, who better to shine a light on the art of living Danishly?
‘Sweet Art’ capsule collection designer, Charlotte Høncke
"There are some very exciting collaborations I’m looking forward to. I want to show the world what makes our Danish aesthetic so special,” says Helena.
The partnership with Helena follows a BoConcept collaboration with BIG, Bjarke Ingels Group in 2023, helmed by the world-renowned Danish architect. BoConcept is increasingly working with new design voices and, as Artistic Director, Helena’s role is to curate and spotlight the talent.
“It’s so valuable to bring in different voices and perspectives to illuminate new ideas,” says Helena. “But it is even more personal than that; it’s about sharing the way we experience the world.”
Helena will host the ‘Helena Presents’ series, sitting down with our new designers to introduce their collections and stimulate inspiring discussions around design and Danish living, from one artist to another. The first designer to be introduced is Charlotte Høncke, who has designed the ‘Sweet Art’ capsule collection.
What is beauty in design? For long-standing BoConcept designer Morten Georgsen, who has designed many bestselling pieces for the brand, beauty lies in the proportions of a piece. For Helena, she sees beauty everywhere and has a gift for capturing it. The art of living Danishly is the perfect opportunity to discuss what beauty means and why it is integral to design.
"Celebrating beauty is important,” says Helena, “and everyone at BoConcept understands how to make our everyday lives beautiful. I love finding like-minds to create with and explore new ideas.”
Whether it’s the scalloped detailing on an accent chair, the sleek lines of a minimalist daybed or a sweeping sofa for the ultimate lounging experience, Helena says: “I believe that a beautifully designed home can elevate every moment of your life."
With prestigious roots in mid-century modernism and a heritage that includes a trailblazing cohort of designers that literally shaped how we live, Danish design is globally admired for good reason.
We live by the principles that make Danish design admired around the world; simplicity, craftsmanship, elegant functionality and quality materials. "It’s that sweet spot where function and beauty come together," says Helena.
Danish design often focuses creating products are not only beautiful but also comfortable, practical and designed to fit seamlessly into a person’s life. It also frequently blurs the line between art and functional objects. Pieces are often designed with an artistic sensibility, making them stand out as individual works of art within a practical context.
Carmo corner sofa, Santiago coffee table oval, Sweet Art chair, Kuta floor lamp and Form rug.
Balance is another intrinsic component of the art of living Danishly. Danish homes and lifestyles are all about balance – from family and work-life balance to wellbeing and a passion for hygge (cosiness) and nature. The same is true of how Danes design their homes – minimalist, uncluttered and functional.
"When you walk into a room that feels balanced and vibrant at the same time, you immediately sense it," says Helena. “There’s a sense of serenity in Danish design that I’ve grown up with – and I love that BoConcept embodies that.”
Danish design is built on a solid platform of functionality and practicality, but its soul is individual and expressive, which really speaks to Helena’s creative approach.
“Decorating your home is like creating a monumental piece of art – every object is about you and who you were and how you felt at the time you bought it,” says Helena, whose own homes are filled with art, ornaments and keepsakes from a life well lived and well-travelled.
“Our homes reflect who we are: our dreams, our personality, our passions. That’s a real Danish way of looking at it, and everyone at BoConcept understands that so well.”
BoConcept’s industry-leading Interior Design Service was conceived with this in mind, enabling the consumer to tailor every piece, fabric and colour exactly how they want it. “There’s something so special about creating a space that feels truly yours,” says Helena.
In its partnership with Helena Christensen, we are excited to explore and celebrate what it means to live Danishly and share this with its consumers around the world.
Becoming a BoConcept trade partner opens the door to exclusive benefits—from bespoke discounts and customisation options to a dedicated account manager and real-time project insights. Apply today and discover how we can support you every step of the way.
To learn more, visit our flagship showroom on Tottenham Court Road, call us on 020 7383 3226, or email tradeenquiries@boconcept.co.uk—our team will be happy to help.
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