This episode features an interview with Sophie & Frank Christensen Egelund, respective co-owner and president of Vipp, the 82-year-old Danish design brand. From its 1939 origins, with the iconic pedal bin, Vipp has evolved into a lifestyle design company, complete with modular kitchens, furniture, and a series of immersive hotels and experiences. We discuss the company's origins, how its design ethos guides its product design and a philosophy for living. What the opportunities are in applying these principles to a US market, and how they are building out their company to extend to new immersive and experience-based projects.