Els van Hoorebeeck is from Belgium, studied in Brussels and gained her first work experience at Vitra. From there she moved to London and eventually to Copenhagen, where she now works as Head of Design at &Tradition and is responsible for the designs of the popular Scandinavian label. A truly fascinating career and an equally fascinating personality – as we discovered when we visited Els in her Copenhagen apartment. We talked to her about creating a sense of space in small rooms, cosy minimalism, colour and how her home has changed during the pandemic.
Els, you're Head of Design at &Tradition – a real dream job for any interior fan. Tell us about your career. What led you to this role, and what were the stops along the way?
After working for Vitra in Belgium, I followed my heart to London and started working for a flexible workspace and co-working provider called The Office Group. I worked mainly on projects in the UK and Germany and collaborated with architects and designers such as Universal Design Studio, Note Design Studio, SODA Architects and others to create beautiful workspaces. After five years, I decided to leave London and spend some time in Australia exploring Australian design, before finally landing in Copenhagen in February 2020.
I was already familiar with &Tradition's products and had used lots of Flowerpots and In Between tables in projects! And thanks to Menu, I'd had a taste of product design when I worked with Norm Architects on the Co Chair. So when the opportunity came up to join &Tradition as Head of Design, I was ready for the challenge.
What does a typical working day look like for you?
I like to start my day early with a coffee and a cheese roll – the classic Danish breakfast – at the little café Little Petra, while I deal with my emails. Once my working day really gets going, I spend most of my time in meetings and catch-ups with my team. During our half-hour lunch break, I take the time to enjoy the delicious food prepared by our in-house chef, Søren West – a real treat on a busy day.
What makes &Tradition so appealing to you? What design language is characteristic of the brand?
The mix of classic and contemporary designs, with a connecting element that brings the two together harmoniously. &Tradition is one of the strongest brands when it comes to the potential for growing a collection. We have a rich Scandinavian heritage as the foundation on which we build the collection, combining it with various international designers and influences to create pieces people truly love.
&Tradition stands for timeless design and quality. Every product has its own character, and the collection allows our customers to create their own individual identity. Another big draw is what happens behind the scenes, and all the work we do to be a brand that acts responsibly towards the environment and its employees.
How much of your personal style and personality do you bring into &Tradition's design processes?
For me, design is about balance – the right amount of detail and materials. Of course I have strong opinions about design, but I do my best to stay objective and look at it from both the designer's and the brand's point of view. It's important that the brand's identity and the designer's identity merge into a perfect product, so that we build a coherent collection and a coherent spatial presentation. My personality shows most in the process of creating a product or a space. I want to make sure the process is exciting and that my team feels challenged and has fun along the way.
Your apartment feels incredibly bright and spacious – even though, at 65 square metres, it isn't that big. How do you make small rooms feel so inviting and open?
By actually choosing a few large pieces of furniture! You could say "less is more". I chose the deep, wide version of our Develius sofa, but in a light fabric, so that – thanks to the upholstery and the sofa's design features – it offers maximum comfort with minimal visual presence. Everything in the living room faces the windows, which makes the space feel really generous when you use it, because you're always in contact with the "outside". Having the Drop Leaf table as a dining table is actually the perfect solution for my small space.
When I eat alone or work from home, I only use half of the tabletop, which creates more space around the table. And when I have guests, I use the whole table, which creates a cosier atmosphere. My kitchen has plenty of room to move around, which makes cooking easier. There's just a small table and a bench in case I have friends over for dinner and they keep me company with a glass of wine while I cook. It's the perfect spot for an aperitivo. I don't like too much clutter around me when I sleep. The secret to my clutter-free bedroom is the storage room next to it.
Your style seems to be Scandinavian minimalist – and yet your apartment feels personal and varied. How do you create that balance?
With white walls! The two most personal things in my apartment are the artworks on the walls and the objects dotted around everywhere. They're pieces I've collected over the years, from all over the world, and each has its own story. The white walls are the perfect backdrop for the artworks, and when choosing furniture, I focused on pieces that frame the objects but also have a certain character of their own. I'm not a fan of overly curated spaces – I like to surround myself with objects that have personal meaning, so they can give me a sense of grounding. That's very important when you move between countries.
How important is colour to you at home? How do you use it?
I like a calm base that I can then inject with colour. I don't like trend colours on key pieces of furniture. If you invest in quality, you should choose materials you won't tire of, even after years. Lighting, small side tables and objects are the perfect ways to bring colour into an interior – and I like to make the most of them.
Where is your personal retreat in your apartment? Where do you most like to relax and recharge?
In my little Petra lounge chair. I find it hard to switch off. Meditation is one way, but I also like reading a book with a coffee or a glass of wine, depending on the time of day. This lounge chair just invites you to get comfortable and relax – it's the perfect place to read and unwind.
How often do you change things in your home? Do new &Tradition designs move straight in?
Every time I tidy up, all the objects and books change places. I used to do the same with the furniture, but now I've found the perfect balance with the right pieces. That makes my cleaning routine much quicker these days, too. I also test lots of new designs while they're in development, so every month something new is added and/or something disappears.
What matters most to you in a design? Functionality? Form? Innovation?
The most important thing about design is that it triggers feelings in you, good or bad. Design shouldn't leave you indifferent. There's a fine line between function and form that creates a balance, so that you feel a certain way. For me, one doesn't work without the other.
What do you like about living in Copenhagen? Does the city inspire you?
Life in Copenhagen is so visually appealing and idyllic, especially in summer. Everything and everyone is beautiful. The light is incredible, and so is the food scene. It's very hard not to find this city inspiring. Sometimes it feels a little too small for me, but most days I enjoy living in my "golden triangle" (home – work – favourite breakfast spot, all within a three-minute walk).
You've also lived in Brussels and London. Where would you say you feel most at home, and why?
For me, home has more to do with people than with a place. Belgium will always be home, because that's where my family and childhood friends are. It's a place where I can just "be". I struggled to feel at home in London when I lived there, because it's so hectic and your senses are constantly stimulated from every side and angle. But some of my best friends live there, and now when I go back, it feels like home too.
When it comes to feeling connected to a place, I feel most at home in Copenhagen. I've really found peace in my work-life balance and in this city. Although I'm surrounded by wonderful people, I really enjoy being on my own in this city.
How would you say your relationship with your apartment has changed over the past year? What matters most to you now – has your focus on interiors shifted since the pandemic?
When I moved here, the idea was to travel most of the time and spend hardly any time at home. When the pandemic took hold of the world, I was suddenly forced to stay at home. All the time. So I had to turn my apartment into a real home – a space where I enjoy spending every single moment of the day, rather than a place where I'd only spend a few days a month. And then, with all those online meetings, I was suddenly letting everyone into my home, so I took the time to perfect my apartment down to the last detail and surround myself with objects, books and so on that express who I am as a person.
What do you think will matter to people in the future when furnishing their city apartments? Where do you see things heading?
I wouldn't call it a trend, but rather a natural response to the state of the world: people really want to express their personality in their spaces. And the time for curated, minimalist interiors is over. Think more eclectic interiors, filled with characterful objects and pieces that bring some fun and warmth into our spaces. At the same time, it's about bringing the outdoors in – you can never have too many plants when you've been forced to stay inside all the time.
And where do you see yourself going in the future? Has your current apartment fulfilled a dream, or is there still something on your wish list?
My current apartment has definitely fulfilled a dream – the location and size are perfect for my Copenhagen life. Right in the centre, in an old building full of character, with high ceilings and lots of light. I was even lucky enough to get a bathroom that's large by Copenhagen standards. In London, it was always my dream to live in the Barbican. I have a great love of brutalism and would love to live in a brutalist building one day. And then there's the ultimate dream of living by the beach. I can't imagine anything more peaceful than drinking my morning coffee on the beach and watching the sea.
