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Danish wayfinding & typography: leading the way to hidden treasures at the Designmuseum and beyond

Thursday 30 September 2021

Interior view of visitors looking at a map of the museum layout as part of the wayfinding strategy for Designmusem Danmark

About this event

Denmark-based Urgent.Agency explain their approach to wayfinding and place activation at the Designmuseum Copenhagen and share ideas on how typography has evolved in response to wayfinding needs. Join us for this fascinating talk about Danish design history and legacy, a unique museum building and how Urgent helped discover a hidden treasure!

Michaela Pihl Olsen from Urgent.Agency explains how the consultancy’s team approach wayfinding, focusing on how they solved the issues at Designmuseum Denmark to successfully accommodate the skyrocketing number of visitors.

Kristian Rise gives his perspective on how Designmuseum Danmark collaborated with Urgent’s design team and the unique wayfinding challenges they faced and overcame.

Mads Quistgaard also from Urgent shares his thought-provoking ideas on Danish typography, a brief history and why revitalising type is necessary to meet the demands of today’s society.

[During the COVID-19 pandemic 2020 to 2021, Designmuseum Danmark was closed to undergo a comprehensive renovation of the interior of the historic buildings, sandstone decorations, and all exhibition and guest areas. The newly renovated museum will be ready to welcome the public again in June 2022.]

About our speakers

Michaela Pihl Olsen is Head of Wayfinding and Place Activation at Urgent.Agency. Michaela has a multidisciplinary approach to her work merging architecture, graphic design and wayfinding to create meaningful experiences for environments and brands. She has an MA in architecture and always combines a conceptual and rational approach to her work. She has previously worked at Kontrapunkt (Denmark), and Duncan McCauley in Berlin. Michaela currently teaches at The Royal Academy, Copenhagen.

Kristian Rise is Head of Development at Designmuseum Danmark. He is responsible for operations and strategic direction, working with fundraising and partnership initiatives, as well as the museum visitor experience and commercial profile. Kristian is in charge of the visitor experience for the museum, supporting the exhibition and communication teams in the current transformation and renovation of Designmuseum Danmark. He has previously worked at The Royal Academy, The School of Design and various design companies, organisations and public agencies in Denmark.

Mads Quistgaard is CEO and Design Director at Urgent.Agency as well its founding partner. He is also Professor at The Royal Danish Academy. Mads is a specialist in connecting design practice and strategy and has spearheaded a broad range of design and branding projects for clients including The Royal Danish Academy, DTU, Novo Nordisk, NREP, Designmuseum Denmark and the Swiss Embassy. He has 15 years of professional experience, including three as Creative Director at Kontrapunkt.

Register for the event

This talk is free for SDS members. For non-members, the ticket cost is £10 per person. To join our Zoom talk, please get in touch with our administrator Kate at for the event link, ID, and password.

Not a member, unable to join us for the live-streamed event but would like to watch it at a time convenient to you? We now offer the option to watch the event recording on a time-limited basis for the cost of a £10 ticket. Please email Kate for more information.

[Note: this event will be recorded and available to paid-up SDS members via our Talks Archive within a week of taking place.]


Online via Zoom


30 Sep 2021 18:00

Price : £10.00

Already a member? See details above for booking details.