Dining option from the Pawson Furniture Collection in Douglas Classic at Home Farm - Photography by Claus Troelsgaard 02

Tomorrow PR recently organised a press trip for Dinesen, which explored Dinesen’s passion for wood and reverence for nature in the lovely city of Copenhagen. In addition to behind-the-scenes visits to Dinesen projects, the trip commemorated 30 years of collaboration with British architectural designer John Pawson through the launch of the Pawson Furniture Collection, which marks Dinesen’s first commercial furniture collection.

Nine journalists from publications including Elle Decor (US), The Architect’s Newspaper (US), Interior Design (US), Galerie (US), Elle Decoration (UK), Hypebeast (UK), ICON (UK), Evening Standard – Homes & Property (UK), and Designboom (Italy) attended the 3-day press trip. The itinerary included visits to inspiring destinations that showcase Dinesen’s bespoke wooden products. This included the award-winning restaurant Noma, the holistic dining venue Alchemist, and Kaj Hotel, the floating pod of Danish ‘hygge’.

Noma 2.0 from Chef Rene Redzepi featuring Dinesen HeartOak, Dinesen Oak and Dinesen Douglas_Photography by Nikolaj Bond
Hans Peter Dinesen and John Pawson at Home Farm in UK with the new John Pawson Furniture Collection. Photography by Claus Troelsgaard
Noma 2.0 in Copenhagen for Dinesen Press Trop. Photography by Nikolaj Blonde

To mark the enduring collaboration with John Pawson, journalists were invited to Dinesen’s showroom to get a sneak peek of the Pawson Furniture Collection. They also had the opportunity to attend a special discussion between Hans Peter Dinesen and John Pawson, moderated by writer and spatial designer Alisa Larson. The conversation delved into the background of the furniture collection, Dinesen’s lifelong friendship and business partnership with John Pawson, and their shared commitment to surpassing conventional expectations and pushing boundaries.

We dined at several venues with bespoke Dinesen flooring, including Nimb Brasserie, Restaurant Barr, and Copenhagen Contemporary. These venues, alongside incredible food and service, perfectly exemplify Dinesen’s versatile design approach and uncompromising quality.

The feedback from the attending press has been fantastic and we look forward to seeing their stories about the new collection.

Lounge option from the Pawson Furniture Collection. Photography by Claus Troelsgaard 04
Noma 2.0 from Chef Rene Redzepi featuring Dinesen HeartOak, Dinesen Oak and Dinesen Douglas_Photography by Nikolaj Bond
What we did

Creative Collaborations Design Intelligence & Advice Events and Design Weeks Media Relations Press Trips Strategic PR Planning & Implementation

Photography

Claus Troelsgaard
Nikolaj Bonde

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