Jette Egelund
Interview Tabitha Lasley
Vipp wastebins have become iconic Danish design pieces since the first one was crafted in 1939. They have even been exhibited in the Louvre. Jette Egelund, daughter of Vipp’s founder Holger Nielsen, became CEO of the company in 1992 and now presides over a thriving international business
01
What do you miss about Copenhagen when you’re away?
Most of all I miss my family and our company. One of the great things about Vipp is that it gives me a chance to work closely with my children Kasper and Sofie. I also miss the unpretentious and lively atmosphere in the city.
02
Where’s the best place to eat in Copenhagen?
One of my favourite restaurants is Ergo (35 Gothersgade, tel. +45 45 85 35 33) which is located in Gothersgade. They serve great food at reasonable prices in stunning surroundings.
03
Where do you go in Copenhagen to get away from it all?
I love taking a walk on Islands Brygge, which is where our company is based and where I live. You’re surrounded by water and parks there, so it’s a great way to get away from the hustle and bustle.
04
Where do you go in Copenhagen to soak up some culture?
I often go to Mogens Dahl (Snorresgade
22), which is a concert hall located just a few metres from the Vipp building. The Louisiana Museum of Modern Art (Gl. Strandvej 13, 3050 Humlebæk) is also a great place.
05
What’s your favourite piece of architecture in Copenhagen?
I think the glass extension to the Royal Danish Library (Søren Kierkegaards Plads 1) at the harbour front is brilliant. In Denmark it is known as the ‘Black Diamond’. The Town Hall (Rådhuspladsen 1) is also an amazing structure.
06
Where, other than your own store, would you go in Copenhagen to pick up some great design pieces?
I would go to Illums Bolighus (Amagertorv 10) on the main pedestrian street, which offers everything in Danish and international design under one roof.
07
What advice would you give a tourist visiting Copenhagen for the first time?
Cycling is very popular in Copenhagen and there are special bicycle lanes almost everywhere. So I would recommend grabbing one of the free bicycles – it’s a great way to see the city.
08
Which other European cities have you particularly enjoyed visiting?
Besides the obvious such as Paris and London, I think Reykjavik in Iceland really has something to offer. It is a small city, but it has a great, unspoilt atmosphere.
09
Why did you make the decision to take over the family business 15 years ago?
My father Holger Nielsen created the first bin in 1939 for my mother’s salon and I’d grown up around the products. When he died, I couldn’t bear the thought of losing his legacy, and I knew the bins had great potential.
10
Vipp products are now recognised as Danish style icons. What is it about their design that’s especially Danish?
First of all they are designed to last a lifetime and are handmade using the best materials. Not compromising on quality is a very Danish thing. They are also clearly Danish in the way that form follows function. There are no ornaments; everything from the pedal to the rubber serves a purpose.
11
Last year, the Louvre exhibited a selection of your bins. Why did they choose Vipp?
The Louvre had seen our work with artists and designers such as Christian Lacroix and Phillipe Starck, and saw the potential in using the bins as canvasses to create works of art. There are now 36 Louvre pieces travelling around the world.
12
How do you maintain the integrity of the Vipp bin’s original design in your new pieces?
We have a team of in-house designers who ensure that everything we make has the Vipp DNA. We spend time testing our products before they are released, in order to make sure they’re the same high quality as the first bin, both in terms of function and form.
13
Which other designers do you admire?
I am a big fan of the British designer David Lewis, who has been chief designer at Bang & Olufsen since 1980.
14
Who would play you in a film of your life?
I certainly wouldn’t mind if Audrey Tautou played me; she is as talented as she is beautiful
15
What are you working on at the moment?
We are planning to relaunch the two office bins that Holger created. They are for both private homes and business offices.
16
Where do you see Vipp in
10 years time?
Our vision is that Vipp will create luxury products and be among the leading design brands in Europe.
17
When did you last cry?
I cried with happiness nine months ago, when I became a grandmother.
18
Which words do you most overuse?
The specific Danish wording is a bit tricky to translate, but it means something like: ‘There is only one way, and that is forward’.
19
What would your motto be?
Together we are strong.
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