Signe Byrdal Terenziani Q&A

DESIGN ANTHOLOGY UK: Over the years, 3daysofdesign has grown from a small event with four local brands to an internationally recognised event, expanding into eight design districts. Are three days even enough to experience the festival anymore?

A:  We still believe that three days is the right amount of time, as with longer festivals people tend to just come for part of it anyway, often missing out on bits and each other. Architects and journalists have difficulties taking out an entire week, so two nights, three days seems doable. We want to keep that idea of being exclusive but inclusive. 
If the event starts becoming too large and people have to queue around the block, that’s not fun anymore, then we’d need to find new solutions. But we’re not there yet. 


D/A UK: The festival has often been praised for being manageable, with a pace that allows visitors to take things in with time. It must be challenging to keep that atmosphere as it expands across the city, how are you tackling that?

SBT: With growth comes responsibility, and for us it’s about protecting the soul of what we started while building on that in a meaningful way. This is where curation plays a crucial role, selecting carefully who we collaborate with when selecting our exhibitors.

D/A UK: Have you turned brands down?

SBT: Oh yes, all the time. We have five criteria brands need to adhere to, and especially in the fashion world we’ve been approached by some big names that we rejected because they didn’t fit our ethos. We are about our community, and design and sustainability are at its core. Ultimately, we want to achieve three things: intimacy, humanity, and being present. And while growth means that I can’t be everywhere – I often feel guilty for not being able to attend at all the amazing shows – our team has expanded, too, so hopefully there’s always someone present in some way for our exhibitors, guests and press. 

D/A UK: What motivated you to start the festival? 

SBT: I see design as a catalyst for positive change. In many different ways, especially beyond buying things. We wanted to create a platform for our community to come together, to share ideas, connect and reflect on questions such as: why are we doing what we’re doing. Do we need new stuff? How can we work with design to make us happier, maybe even fulfill some human need, that’s the approach, rather than handing out price lists or new colours charts for a sofa.

D/A UK: A big differentiator to other design weeks, is also the level of hosting at 3days: you coach your exhibitors, fly in international press and host guided architect tours etc. What made you include that service?

SBT: Growing up, my family was in the hotel business. I’ve been a waitress, worked at reception, in housekeeping, cleaning, so for me, the service part… well, that’s my love language. Being present and welcoming people attentively when they enter your space, giving them your time, that’s so precious nowadays. 
I want their experience to be outstanding, from start to finish so they feel it was time well spent: I really enjoyed myself, the company, the city. I made new friends. 
I had nice food, and I also saw some beautiful new colors, and had some new ideas. In the end, it’s about those connections and in keeping with this year’s theme creating “moments that matter”.

D/A UK: with the constant of digital influx, where do you see the role of in person events in todays’ world?

SBT: Yes, it’s incredible how many influence these digital messaging has. Personally, I just want to pull the hand break and encourage people to slow down. All this high-speed living, it’s just resulting in everyone doing the same thin, same clothes, eating the same thing. We want to invite you to stop and reflect on why? 
I may not be the best example myself these days because I’m running around. But that’s why I believe we need each other, to help, to encourage each other to take that break and share ideas, let creativity spark, that doesn’t happen in isolation.