687 aspiring designers featured in, and only 34 got through the needle eye.
The dream for all of them was to attend HAY Talent Award - the largest talent competition that literally becomes a city within a city when Formland Upgraded fair opens its doors in August.
"The City" - or rather HAY Camp, where the elect will spend the night and during development, are inhabited by young, talented design students from around the world. Each designer is staging his house into a mini version of their competition project.
Among the many students, each exhibiting a product are just one winner, who takes from Formland upgraded with the entire 15,000 Euro. Winner will be announced at the fair's opening day - Thursday, August 14 at. 13.30. You can as visitors at the fair of course meeting the many young talents and engage in dialogue with them about design and trends.
Photo: HAY & Mads Arlien-Soeborg
The choice is all submitted projects were assessed by an international jury. Who had just been a fly on the wall when Stefan Diez (DE), Scholten & Baijings (NL), Andressen & Voll (NO), Big Game (CH), Sebastian Wrong (UK) and Doshi Levien (UK) recently met to a workshop with the Danish organizers Rolf and Mette Hay (GB) and trend expert Mads Arlien-Soeborg (GB).
Mads Arlien-Soeborg says: "The level among the submitted were generally high, which bodes well for the future. It's a unique opportunity to see how students from different countries working on the design and what elements and values of the different schools emphasize. "
Some might ask what a halfuld experimental young students were doing in use art fair in Herning? Rolf Hay, designer and founder of HAY explains: "The purpose of HAY Talent Award is to create a dialogue between the growing layer and design industry."
"We have as fair a keen interest in to give buyers a glimpse into the future of design," says project manager for Formland upgraded, Henriette Træholdt and concludes "it is our duty to promote design at all levels, and we look forward to this new initiatives "
SweetTIP: HAY Camp is also the setting for events, restaurant and cafe in the hall along with HAY's own exhibition and new shopping concept Mini Market, which debuted in Milan during the design week. (So, yes you can go shopping!)
The post has been created in collaboration with Formland upgraded, all words, content and enthusiasm are my own