In Conversation with &Tradition Creative Director Els Van Hoorebeeck

The moment I discovered the possibility of heading to Scandinavia, &Tradition was the brand that first made its way onto my “must-see” list. Alongside other art and design notables like the Louisiana Museum of Modern Art, Svenskt Tenn, House of Finn Juhl, Hay House, and Ett Hem Stockholm, &Tradition is one of those iconic brands that effortlessly dovetails stories of generational craftsmanship into contemporary discourse to cultivate what they refer to as “classics of tomorrow.”

When I finally arrived at the door of the &Tradition showroom in Copenhagen, I found it…closed. Following the aroma of coffee and the looseness of conversation that ebbs and flows from cafes, I walked through the central courtyard to Lille Petra Cafe, where I serendipitously met Els. For the next hour or so, Els (accompanied by her newborn son) eschewed a moment of maternity leave to walk me through the beautiful collection of rooms that, through a stunning reconciliation between styles and eras, make up the &Traditional showroom.

Before moving to Copenhagen, Els was Head of Interior Design at flexible workspace provider The Office Group in London, working with international design studios such as Universal Design Studio, Note Design Studio, and Norm Architects. She then joined &Tradition as Head of Design, working with external and internal designers to develop collections and spatially translate designs before assuming her current role. Under her direction, &Tradition today is an eclectic confluence of past greats and contemporary designs.

“We mix reissues of iconic classic designs with contemporary pieces created by an array of international designers with strong personalities and unique perspectives,” she explains. “Creating a bridge between the past and the present, offering a timeless appeal that resonates globally, our products are made to last functionally and aesthetically.”

Founded in 2010, &Tradition sits on the threshold of heritage and future, occupying a unique voice in a world built on concepts of ownership and value. “Tradition is not static,” says Els, “it’s a never-ending story of creation and surprise. Rooted in a Danish legacy of design, we place a high value on quality craftsmanship while experimenting with form, texture, and colour in ways that push the boundaries of traditional design. Starting from the principle of circular design, we set specific standards for our products that challenge our suppliers to find innovative methods of production. We constantly look back at our products to see how we can improve them.”

This methodology, built upon pillars of constraint, cultural consciousness, environmental awareness and creative aptitude, has forged a portfolio peppered with design icons. From Verner Panton’s Flowerpot lamp and Arne Jacobsen and Flemming Lassen’s Mayor sofa, to Viggo Boesen’s Little Petra chair, a collection of mid-century classics has been respectfully and meticulously cultivated. It begs the question, how does &Tradition forge the permissive relationships that ultimately lead to such outcomes? “We always set out to start a direct dialogue with the families or foundations behind a classic designer,” explains Els. “We see reissues as a celebration of design; you don’t always have to reinvent the wheel. Our goal is to create a platform for designs from the past that we believe deserve a place in the present.”

Counterbalancing these legacy pieces is a growing collection of contemporary pieces that speak to and embody the Scandinavian way of life in a way that translates globally. “We seek collaborations with designers who have strong personalities, as this leads to bold designs,” says Els. “Our aim is to create timeless designs that fit into various contexts, from residential to commercial spaces. Our contemporary pieces are adaptable while maintaining a distinct identity." Working with some of today’s most acclaimed international artists, such as Jaime Hayon, Space Copenhagen, Sami Kallio, Anderssen & Voll and All The Way To Paris (ATWTP), &Tradition leverages commonalities in approach and ethos, “prioritising long-lasting materials to create products that can withstand changing trends, pushing contemporary designers to think beyond aesthetics, focusing on ethical production and longevity.”

“&Tradition embodies the Danish way of life by focusing on thoughtful design and creating products that bring aesthetic value to everyday experiences,” says Els. Perhaps this, the resolved Scandinavian visual language and lifestyle-forward approach to design across every discipline, makes its architecture, fashion, art and design so globally and enduringly covetable. The signature edited precision, emphasis on quality, function and beauty, and the grounded articulation of nature through colour and materiality ensure the culture of Danish design remains resonant. “Our goal is to reflect these principles by offering well-crafted pieces that elevate daily living and enhance spaces in a way that feels natural and purposeful,” explains Els. “Through our designs, we aim to create environments that people can enjoy practically and visually.”

A very special thanks to Els Van Hoorebeek. Find out more about &Tradition on their website and Instagram. Interview by Tiffany Jade.