Designers Around the World: Louise - Denmark

Designers Around the World interviews real-life designers about what it is like to run a design business in countries all over the world.  As you'll see these designers have all different backgrounds and experiences, but I think you'll be surprised how similar we all are too.  

About Louise Vestergaard

Louise has a background in online communications but then her passion for DIY and interior decorating lead her to start her own interior decorating business. She was drawn to the creative processes and being able to inspire others.

She launched Gemak Design about a year ago in Viborg, Denmark.

Why did you become an interior designer?

I love the creative process. I love putting together colors and finding out what type of decorating fit the person and the house.

What does it take to be a successful designer in Denmark? 

You have to have a well-known personal brand in the business.

What is the biggest struggle you face as a designer in Denmark?

That people think it's expensive to hire interior designers. To find clients that are interested in paying for interior decorating - and in my business - to pay for interior decorating with upcycled or pre-loved furniture. There is a massive focus on the environment and sustainability in our society, but a lot of people still find it weird to use perfectly beautiful recycled furniture. A lot of people in Denmark are quite good at decorating their houses themselves but they might not have the time and can find it quite hard to know where to start. That is where I try to be available with my services.

How do you charge? 

I charge 500 DKK (for now) for the first meeting including mood board that I send to the client afterward. Then they can decide if they need my help with shopping and decorating - these services are typically billed by the hour. But I just started your online class in pricing so maybe I will change that soon ;-)

What traits or talents have made you successful?

That I am able to re-design preloved furniture. People love recycled stuff here in Denmark - but they also love beautiful things - so I love sprucing up old furniture, that people can actually use for many more years, than if they bought their stuff at IKEA. I love IKEA and have bought many things there myself, but I try to tone it down when it makes more sense to buy recycled furniture.

What does a successful interior design business look like in Denmark?

A lot of designers dabble with the very minimalistic expression, which a lot of us Scandinavians love - but there is also a huge trend in giving your home more of a color splash - but people are very afraid to do that here. And there is not much of a tradition for hiring an interior decorator in a private home, so mainly, the successful interior designers and decorators work with the big companies.

What are the requirements to be an interior designer in Denmark?

Passion for interior design can go a long way, but there are well-renowned educations available both at universities and online.

Do you see any differences between design in the US and Denmark?  If so, what are they?

Simplicity and light furniture are key elements of interior design in Denmark - I think American houses have very heavy, dark wooden furniture and they are not minimalists. When I was in college I had the privilege of visiting Harrisburg, Pennsylvania, where I stayed with a lovely family. I remember that there were carpets everywhere. Even on the staircase! And there were pillows everywhere too. It was a very cozy house but dark and "furry" in comparison with a danish home. And a lot of houses had the American flag on the porch - we only use the danish flag when it's someone’s birthday.

Are there any rituals or customs around interior design in Denmark?

Customarily the design starts with a mood board and figuring out a color palette.

The law of Yante plays a very important (yet frustrating for the interior decorator) part of our society. The law of Yante means 'being afraid of what other people might say' and being afraid of sticking out too much. Mostly, people have totally white walls, white kitchens, and white everything. I think it is because it is highly valued to be very practical and not too 'out there' - because "what might the neighbors say?" But I am trying to work against that I bit - I think the home should represent the person and not what is expected of society of the person. If you like a bright blue wall color, then go for it, I say.

What is your ideal project?

I would love to be a freelancer and be part of bigger project - like hotels, offices etc.

What is the design community/ design industry like in Denmark?

As a newbie I feel like there is a lot of willingness to help each other. People are quite open about how they do things and most customers are super nice. You just have to reach out and people will help you forward.

All photos courtesy of Louise Vestergaard. You can contact Louise at @gemakdesign.

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