Words with... / Joachim Kornbek Engell-Hansen
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Joachim Kornbeck Engell-Hansen first joined his grandfather’s furniture brand, Menu, at age 19. Now in his thirties, he serves as brand and design director. He has also overseen the company’s most comprehensive rebrand since its foundation, including its renaming to Audo Copenhagen, merging with furniture firm By Lassen and relaunching The Audo hotel (the company’s HQ, with guest residences, a shop, café and restaurant) as Audo House. Here, Engell-Hansen shares his vision for the Copenhagen-based company and explains why Christmas is the perfect time to recharge.
Menu was founded in 1978 but began using its new name, Audo Copenhagen, in summer 2023. How did that come about?
We had talked about it for a long time but never managed to come to a decision. We liked the Audo logo, typeface and the palette of muted, earthy tones, which we felt reflected our design language. Our portfolio has moved away from the sleek and modern brand image that we previously had, so it just made sense to do a comprehensive overhaul.
How does having Audo House, a 10-room hotel, fit within the brand’s ambitions?
We constantly work with designers and architects, so having them stay with us is perfect. They get to experience our brand first-hand. My father wanted to create a beautiful place, where we could welcome people and let them experience our brand to the fullest. It wasn’t really a business decision; it was a way to open a space to showcase our designs.
What are you most looking forward to this Christmas season?
I have a wife and three children, so my life outside of work is busy. Christmas is a time for just the five of us. While I enjoy the occasional beer at a traditional julefrokost (Christmas dinner), I mostly like to take things easy.
For more from Joachim Kornbeck Engell-Hansen, pick up a copy of Monocle’s seasonal newspaper, ‘Alpino’ today.