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GUBI marked 3daysofdesign 2022 by bringing the outside in, opening the doors of the showroom for a special celebration of alfresco living. Alongside the unveiling of new furniture collections by the likes of Joe Colombo and GamFratesi, the GUBI Goes Alfresco showcase brought together a succession of fascinating voices from the design world and beyond to explore their own unique perspectives on life outdoors.

”We were invited to a cultural exhibition to promote Danish design in Milan. The Beetle was never meant to be a commercial product, it was a suggestion from the exhibition to make a chair and being architects, we wanted to bring something that was industrialized, functional and at the same time imbued with the values of Danish design” 


Enrico Fratesi

GUBI was delighted to welcome Stine Gam and Enrico Fratesi (aka GamFratesi) to reveal a groundbreaking new material expression of the Beetle Chair and to share the story of their now-iconic design with Marco Sammicheli, director of the Museo del Design Italiano.

‘la dolce vita long table’ curated by helle høgsbro krag from crème de la crème à la edgar – a homage to the joys of outdoor dining.

“It makes the world less magical if you explain it in rational and naturalistic terms instead of opening yourself up to the possibility that there is intentionality embedded in nature. It’s a question of really opening your mind and changing your mindset in terms of the possibility that nature is communicating to you.”


Rane Willerslev

Anthropologist Rane Willerslev, shared the deep inspiration he derives from nature. Through stories from his childhood and his working life, Willerslev let us in on how much nature has to tell us if only we are open to it…

Danish adventurer Morten Kirckhoff shared his experiences exploring abandoned places around the world. A serial entrepreneur and inveterate explorer, Kirckhoff is fascinated by places that were once meaningful to humanity, but which end up being cast aside for one reason or another. He took us on a tour of these lost spaces, revealing how they are reclaimed by nature through a series of breathtaking images. 

“It’s so good for me – being in those crazy colors of the forest, surrounded by all the life forms, feeling connected, and inhaling what nature exhales. The way I see it, we need to go back to the forest and bring the forest back to people.”


Flemming Schiøtt Hansen

An advocate of regenerative farming and nature-led food production, Danish chef Flemming Schiøtt Hansen created Stedsans in the Woods in collaboration with his wife Mette Helbæk. Located in the forests of southern Sweden, the food-led retreat combines permaculture farming and hospitality, offering guests farm-to-table dining and the chance to spend time in nature. He reflected on Stedsans’ mission to inspire people to interact with the natural world and explored the essential relationship between the garden and the kitchen.

“We walk around in our own small cubes of worlds without appreciating the world that is around us, because we have been taught to do so. The mountains for me are places where I can escape this. Nature is the perfect place to escape, but also to find inspiration, as creativity comes from being present.”


Jakob Urth

Mountaineer Jakob Urth has conquered some of the world’s tallest peaks and tackled some of its most treacherous terrain – including the ascent of Mount Everest and four other 8,000-meter peaks. He joined us to tell stories of his mountain adventures, discuss the irresistible call of the wild, and reveal the restorative power of escaping into nature.

The entrepreneur and digital pioneer behind Denmark’s first internet business, MouseHouse, and co-founder of Heartland Festival, Caroline Søeborg Ahlefeldt aims to bring knowledge, people, and disciplines together in new communities across traditional boundaries, in order to induce positive behavioral shifts. She shared her thoughts on moving closer to nature and rethinking old habits to inspire change.