HUB for
Design and Play


Project title
HUB for Design and Play
Danish Design & Architecture Initiative, Design School Kolding, Lego Foundation, Capital of Children
Project period
Design, Play, Marketing, Cluster, Collaboration, International
Project Management
Design School Kolding

HUB for Design and Play

HUB for Design and Play examines and identifies the specific approach to Danish play design based on – and in interaction with – specially selected stakeholders in the field, and develops international marketing initiatives that can strengthen the future development potential of Danish play design.

HUB for Design and Play is part of the Danish Design & Architecture Initiative, a marketing initiative working to raise international awareness of Danish design, fashion and architecture and to develop Denmark's brand as a design and architecture community.

Danish play design is internationally known and recognised for its functional, thought-out, stimulating and "playfully simple" play experiences – experiences that are created for and with children. Danish play design involves children as co-creators and allows them to use their own imagination to set the play in motion and, most importantly, to develop it.

HUB for Design & Play places focus on this special Danish approach to play design and examines how it is linked to the Danish social structure, children's culture and design tradition.

In Danish children's culture and play design, children are co-creators. User involvement is also widely used in the design profession, where awareness about involving users in the design process is the starting point for creating a good product. What's more, working openly and in teams is characteristic of Danish workplaces, so user involvement and collaboration are naturally key words in the HUB. Together with relevant stakeholders in the field of play and design, the HUB examines and identifies the special approach to Danish play design and develops specific concepts for the international marketing of Danish play design based on these studies.

The process also creates good growth conditions for the formation of networks of businesses, organisations and professionals who work with design and play, who together can strengthen the future development and dissemination of the special Danish approach to play design.