How Design Can Change The Mood
Albatross og Venner Bakery in Torvehallerne, Copenhagen
Why do some places feel inviting and welcoming? What happens when a shop puts an effort into the customer’s full journey from arrival to exit?
And why is hospitality an essential skill for business owners wanting to grow a loyal audience?
We met Thomas Jensen, designer, co-founder of KIND Agency, and author of the newly published book “Reflections”, for a conversation on his vision for designing kind places. Only a few steps away from his family home in central Copenhagen, Thomas waited for us at Torvehallerne, the wildly popular food market which has come to define a gastronomic revival for the Danish capital. Thomas served on Torvehallerne’s advisory board through the challenging first years and never missed an opportunity to highlight the importance of hospitality and hospitable design.
With the early March sun out and a freezing wind blowing through the streets, Thomas made sure that we were comfortably seated before ordering coffee. He was occasionally greeted by passers-by and market stall owners and took his time returning nods and regards from neighbors and local acquaintances.
KIND: The Magazine
This seems like your second living room, Thomas.
Thomas Jensen
It really does. Over the past years I ‘ve come to realize that the lines have begun blurring. Home, work, the city … Everything melts together as a new way of living.
KIND: The Magazine
Does it stress you out?
Thomas Jensen
On the contrary. I feel more energized and focused than I ever did. The blending becomes part of the creative process, and I feel that it helps me define design solutions which are truer to life as it’s lived on an everyday basis. Clean and simple solutions to still more complex challenges.
KIND: The Magazine
How come?
Thomas Jensen
I do my best to embrace life’s surprises and learn from them. I spend more and more time reflecting and combining. A detail on a napkin in a coffee shop merges with a pair of vintage glasses and a drawing by one of my kids. It is everyday life boiled down to something completely new. This is the essence of the design we’re hoping to create at KIND. Clean, surprising, and always true to life.
Spread from KINDs retail book ‘Reflektioner’
KIND: The Magazine
Your new book is called “Reflections”. Does it mark a change?
Thomas Jensen
“Reflections” is a book long in the making. It’s a summary of more than two decades of helping brands reach their full design potential in a still more complex and challenging environment. Part of it builds on our own projects at KIND, while another part is more about looking into the crystal ball and helping business owners make the right decisions.
KIND: The Magazine
It seems that much of your design thinking is fueled by a sincere belief in a revitalization of traditional skills and crafts. The art of shopkeeping, of treating customers as respected guests, of working with the setting and bringing spaces to life. “Hospitality” is a key word at KIND. It’s a word which runs through your projects. Why is hospitality so essential?
Thomas Jensen
Hospitality teaches us to turn on our senses. It asks us to consider how a given room feels to the human body. Is it inspiring? Is it too cold or too warm? Does it invite us to stay or are we rushed through the experience. We’ve become used to navigating an “instagramable” world. I have no interest in offering design solutions that are merely pretty but in no correspondence with local culture and values. Hospitality reminds us that our well-being is not only defined by visual stimulation. Much can be achieved by attracting and hiring the right people, but most structures need the space to “speak for itself”. The invitation to the customer should be engraved in the setting. Good design takes all of this into consideration.
“Much can be achieved by attracting and hiring the right people, but most structures need the space to “speak for itself.”
KIND: The Magazine
What about the employees? How do they fit into the equation?
Thomas Jensen
There’s a significant difference between Denmark and other countries. Danish retailers have grown used to not investing enough in educating and preparing employees. It’s another story abroad. There’s a deep respect for the skills needed when welcoming and serving the customer. The American beauty brand Glossier is an example of a well-executed service culture. The Glossier retail employees view themselves as brand ambassadors and are titled “Offline Editors”. They are skilled at storytelling and very good at sharing information in an informal and friendly way. Glossier understands the difference between “buying” and “shopping”. The Glossier shopping experience revolves around community, hanging out with friends, and happiness. Glossier employees have a clear understanding of their role in the culture.
KIND: The Magazine
Is it all explained in the book?
Thomas Jensen
Much is explained in the book, but I’ll be very happy to expand. So, here’s an open invitation to visit us at one of our offices.
KIND: The Magazine
How is the coffee at KIND?
Thomas Jensen
It’s excellent. And there’s plenty of it. We’re always happy to have guests and clients coming by.
KIND: The Magazine
Thanks, Thomas. We’ll take you up on it.
Thomas Jensen
You’re welcome.
Torvehallerne, Copenhagen