Andrew sits down with Arne Koefoed, co-founder of WINK, to talk about how throwing parties slowly turned into a creative life.

Arne never planned on designing experiences. There was no event school, no formal path. It started with squats, punk parties, and rave culture, and with the realization that bringing people together could be just as creative as making an object. That first party set the tone for everything that followed.

Over time, that same instinct carried Arne from underground scenes to working with some of the biggest brands in the world. What’s striking is how little the spirit has changed. The scale is different, but the mindset is still about energy, emotion, and making people feel something real.

They talk about why the best events feel more like memories than productions, why fun is often misunderstood as something unserious, and how experience design is often less about control and more about trust. At its core, this is a conversation about creativity without a rulebook, about designing moments instead of things, and about how some of the most meaningful work begins by simply opening the door and seeing who shows up.

Thank you to our sponsor Inside Denim.

Arne Koefoed
Founder and Head of Ideas at WINK
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