From more to less, but better

The programme opened with inspiring talks by Swedish trend forecaster TrendStefan and brand strategist Peder Haugfos. They explored changing consumer behaviour and the rapid rise of artificial intelligence. They also examined how technology is shaping the values and consumption patterns of younger generations, and what this could mean for the design and interior industry.

The message was clear: we are in the midst of a rapid shift. For a long time, the goal has been to sell as much as possible. Now, the focus is shifting towards fewer, better and longer-lasting products. Expectations around quality, sustainability and circularity are rising, while second-hand, vintage and repair are gaining ground.

When new is no longer enough

What does this mean for an industry where many businesses have traditionally relied on selling new products?

It calls for fresh thinking and new business models. Manufacturers need to explore repair, maintenance, reuse and resale to a greater extent. Material choices, production methods and product lifespan are becoming increasingly important. This shift challenges established ways of working, but also opens up new opportunities.

AI Is knocking on the door

At the same time, artificial intelligence is changing the way we work. It creates both opportunities and uncertainty for many creative professions, particularly designers and interior architects. With so much in flux, we need to share experiences, discuss the challenges and find a way forward together.

No screen can replace meeting in person

For 40 years, Designers’ Saturday has been about bringing people in the industry together. Almost everything is available online, yet there is still something unique about meeting in person. We can touch materials, test products, meet the people behind them and strike up conversations with others who challenge the way we think. Often, the best ideas emerge when we least expect them.

The need for community

The anniversary celebration reminded us of just how important this is. Behind the lively atmosphere and joyful reunions lay a more serious reality. Many are facing uncertainty about jobs, projects and the future. At the same time, the engagement and willingness to stand together were unmistakable. The need for a sense of belonging and mutual support is strong.

The fact that more than 500 people registered for the celebration shows that the desire to come together remains strong. It is a reminder of the role Designers’ Saturday can play, not only during the event itself, but also in the years in between.

Norway stands alone

Since its beginnings in New York in the 1970s, Designers’ Saturday has been held in several countries. Today, Norway is the only country to have successfully sustained and developed the concept over several decades.

The credit belongs to an entire industry that has contributed its time, expertise and commitment for 40 years: manufacturers, retailers, designers, architects, interior architects, partners and dedicated enthusiasts. This continuity and sense of community are something our neighbouring countries cannot match.

Past Forward – The theme for Designers' Saturday 2027

At a time when so much attention is focused on what comes next, Designers’ Saturday 2027 turns its attention to what has already proven its value. History, craftsmanship, materials and design that have stood the test of time can show us what to carry forward, and what we need to develop for a new era.

Consuming less does not have to mean creating less value. It is about investing in what lasts and using our experience to think differently, together and across the industry.

Past Forward is about looking back in order to move forward. The theme builds on 40 years of Norwegian design history and invites the industry to explore how what we already have can help create what we need tomorrow.