www.annabroeng.com Copenhagen based Interior Designer Anna Broeng’s vision for our new Ipseity’s pop up store! Ahead of the opening of our pop up store, we contacted the Danish interior designer Anna Broeng for tips and inspiration on how we could set up and decorate the store in an ethical way. We took lots of inspiration from her distinctive and playfull ideas, and all we had to do was to bring her vision to life. On that occasion we asked her a few questions to get to know Anna a little bit better. Where in the world are you now? I am in Copenhagen, Denmark. How would you describe your designs and style? My style is colorful, contemporary and curious. I always try to create spaces with fun elements to create experiences for the consumers. I love to challenge the norm and I am definitely not a typical example of Scandinavian Minimalism, even though I will always have some of my Danish design DNA within my style. I am very inspired by designers such as India Mahdavi, Pierre Paulin or by 3D artists such as Charlotte Taylor and Andrés Reisinger. How do you proceed when you start a new project? I often have an idea in my head before starting. I will often start to sketch and then begin to find materials and colors. Depending on the project scale I use various time on planning and sketching. My favorite part is building my models and rendering my projects. Do you have any ongoing projects at the moment? Yes. I am doing the interior design for a seaside villa for a private client in Denmark. Furthermore I am going to be a part of the Fashion Film Festival Milano 2020 in November with an animation film. I recently became a freelancer so this is a new and fun chapter of my life. Where do you get inspiration from? My inspiration comes a lot from places I have lived in. Italy, Asia and Scandinavia. I have a deep love for Italian and Japanese design and architecture combined with Scandinavian minimalism. I am always trying to look for new, innovative and fun materials or ideas and I love how interior design has evolved in the digital world. It has become more bold, fun and experimental over the last years. I often get inspiration from other 3D and interior artist through the social medias or from historical design periods such as Memphis Group or Bauhaus. What does sustainability mean to you? Sustainability means a great deal to me. I personally love to shop vintage or second hand both for clothing and interior. I would rather try to make my clients renovate or use existing materials, then build completely new spaces. I always try to find ideas to re-use and promote sharing economy. As a Retail Designer we have great responsibilities to make sure that we don’t just mass produce new stores and spaces without having the environment as a top priority. Which one of your projects are you most happy with? My personal favorite is actually a fictional project called “Green Clay Store”. It is a store design concept for a lifestyle brand with handbags, shoes, accessories and interior products. I believe that this is a true reflection of my style as a designer and I can really see my design DNA in the project. What is your dream project? To create a concept like Green Clay in real life. Credits: Her favourite project: “The Green Clay Store”. Interview conducted by Marina Heier.