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HERITAGE IN MOTION: GOING BACK TO MOVE AHEAD?

How do you honour a legacy brand without becoming confined by it? This was the central question explored in a panel talk hosted by Royal Copenhagen during 3daysofdesign. The conversation featured Jasper Toron Nielsen, Creative Director at Royal Copenhagen, Paula Gerbase, Creative Director at Georg Jensen, and Tiina Karjalainen Kierysch, Head of Design at Bang & Olufsen. Moderated by design and lifestyle writer Becky Sunshine, the discussion centred on how each of them navigates heritage, innovation, and emotional connection in their work.

Hertitage: A foundation not a weight

Becky Sunshine opened the debate asking how the role of heritage could be defined, when it can be both a treasure and a weight.

Jasper Toron Nielsen described the duality of stepping into a legacy brand being both overwhelmed by the beauty and scale of what came before him and feeling the pressure that followed. “What could I possibly add to a brand with 250 years of history? But I realised that history and heritage aren’t a burden, they’re a rich resource. Instead of fearing heritage, we use it. In fact, many of our techniques come directly from it.”

Tiina Karjalainen Kierysch echoed this, saying "Heritage is a mindset. At Bang & Olufsen, we're constantly pushing boundaries, but always learning from what came before. Often, we find past designers have already attempted what we're trying now."

For Paula Gerbase, heritage means being a guardian of the brand’s full expression. “People have been surprised by some of the things I’ve brought forward, saying, ‘This isn’t Georg Jensen.’ But it is, it’s just not from the past decade - it reaches further back. It’s about allowing the house to reveal itself to you, embracing its entire history, and not being confined to a narrow timeline,” she explains.

“We want the exhibition to be a truly immersive experience, bringing our Flagship Store to life through a dynamic mix of events and workshops. Personally, I love it when a brand goes beyond simply showcasing a product and instead invites people into the creative process—that’s exactly what we aim to do.” says Jasper Toron Nielsen, Creative Director of Royal Copenhagen.

Disruption vs. respect

The panellists also reflected on the tension between protecting icons and pushing them forward. "There is a need to challenge expectations. Legacy brands must evolve to survive," said Paula Gerbase.

Jasper Toron Nielsen added, “You’re constantly balancing the relevance of iconic patterns and forms with the need for contemporary expression. Of course we need to innovate and develop new collections that reflect the times we live in, but the brand’s true icons will always be the backbone. It’s interesting to work so closely with these enduring designs - to keep them relevant while also respecting what they are and what they mean to people.”

Crafting connection through emotion and storytelling

All agreed that heritage is ultimately emotional. "People feel very connected to our brands," Jasper Toron Nielsen noted. "They care deeply. That’s why reactions can be so strong - positive or negative. That’s part of building a legacy."

Paula Gerbase added, "Our customers are our defenders. If they care enough to disagree, we’re doing something right. The real enemy is indifference."

Tiina Karjalainen Kierysch spoke about the challenge of creating designs that can be passed down for generations in a fast-moving tech landscape. “When we begin the design process, we

always consider which parts might need repair 30 years from now. We design with longevity in mind, making it possible to upgrade our products as technology evolves. I believe that if we put love and care into the product, the customer will feel it.” 

 

The Role of Product and Story in Reaching New Generations

Becky Sunshine asked how the three brands communicate with younger or broader audiences. Jasper Toron Nielsen emphasized a shift in tone: "We're encouraging people to mix and match, to create personal, playful tablesettings. It's not about having a perfect table anymore with a matching set of porcelain."

Paula Gerbase noted, “It’s not about the age of the customer, it’s about mindset. Today’s consumers are more individual and focused on expressing their personality. At Georg Jensen, we have a vast archive of pieces that remain relevant, they just need to be put into new settings to feel fresh and modern again.”

Tiina Karjalainen Kierysch highlighted Bang & Olufsen's work with personalisation, stating that it increases emotional attachment to the product. “There is a joy in the personalization, but there is also the aspect of longevity. When people get to choose the colour or material, it makes them want to keep the products for longer.”

 


Final Reflections of How Heritage Brands Stay in Motion

At the end of the discussion, each panellist shared what they believe is the one essential thing a heritage brand must do to stay in motion. For Royal Copenhagen, Jasper Toron Nielsen emphasised the importance of balancing humility for the past with the courage to move forward. Tiina Karjalainen Kierysch remarked, “Always design for the future. That’s how you honour the past,” and Paula Gerbase concluded with, “Know who you are, who you’re designing for, and trust that it’s enough.”

The conversation underscored a shared belief that heritage is not about freezing the past in time. It's about engaging with it - respectfully, imaginatively, and with curiosity.