A look at the changing face of design: an interview with Marco Mornata

As 3daysofdesign Copenhagen approaches - one of the most relevant events on the contemporary design calendar - we sat down with Marco Mornata, founder of Milan-based Design Republic. Since 2015, the concept store has stood out for its curated mix of Scandinavian and Italian brands, offering a contemporary, recognizable, and accessible aesthetic. In this conversation, Mornata shares his approach to brand curation, his take on how Nordic design is evolving, and his perspective on the future of design and the global events that are helping shape it.

What do you look for when selecting the brands featured in your Milan showrooms and online store?

Our selection is always rooted in a clear and consistent set of values that define Design Republic’s identity. We look for brands that are driven by thoughtful research and a strong design narrative, but that also sit within a price range we consider accessible. We’re very intentional about avoiding brands that equate exclusivity with inflated price points-a mindset that unfortunately still lingers in some corners of the Italian design world. Over time, we’ve also developed our own private label under the Design Republic name, guided by the same values. That consistency has made the journey especially rewarding.


X-Line Chair, Rey Collection and Two Colour Table by HAY

Design Republic’s identity is closely tied to a new Scandinavian aesthetic. How have brands like HAY, Muuto, and Normann Copenhagen changed over time?

Between 2010 and 2020, these brands introduced a real sense of freshness to the global market. Their strength was in a simple but effective formula: high-quality design, often developed in collaboration with emerging talent, made available at accessible price points. This was supported by a business model that ranged from home accessories to lighting and full-scale furniture—essentially creating a new kind of retail experience. That had a major impact in a market like Italy, which has traditionally leaned on more classic models. In recent years, however, after a period of rapid innovation, these brands have shifted toward consolidating their identity and expanding their reach internationally. The pace of novelty has slowed, but the strategic focus has sharpened.

Have Nordic brands become more commercial or geared toward the contract sector?

Yes, absolutely. Following rounds of investment, many of these companies have had to scale and expand into new markets. The contract sector, in particular, has become a major focus. It’s a space full of opportunity right now, and it’s often easier to navigate than the increasingly fragmented retail landscape. What’s interesting is that these Nordic brands bring a more relaxed and contemporary language to contract projects, in contrast to the more technical or traditional approach of legacy contract specialists.


3daysofdesign 2024 - ph. StefaniaZanetti & MatteoBellomo

With 3daysofdesign around the corner, many Nordic brands seem to be focusing more on Copenhagen than Milan. Do you see this as a temporary move or a longer-term shift?

I think the shift is here to stay. Almost all major Nordic brands are now prioritizing 3daysofdesign and skipping Milan. What’s even more telling is that, in recent years, several top Italian brands have started showing in Copenhagen too—something that would have seemed unlikely just a few years ago. I see this as a long-term trend. Copenhagen has maintained a strong, clear focus on design, and that kind of coherence is very appealing to both brands and visitors. Milan is still a global hub, but the scale and diversity of the event now mean that design is sometimes competing for attention with fashion, tech, food, and more. That makes it harder for smaller or non-Italian brands to break through and get the visibility they need during Milan Design Week.

What was your impression of this year’s Milan Design Week?

It’s always an extraordinary week for the industry and for the city. I’ve always been a firm believer in the Salone del Mobile—it remains the beating heart of the event. But it’s hard to ignore the fact that this year felt a bit “lighter” than previous editions. Just compare the exhibitor lists from the pre-COVID years to 2025. That’s something we need to take seriously. If the Salone loses momentum, the entire Design Week ecosystem—Fuorisalone included—will inevitably feel the impact.
As for the Fuorisalone, it continues to be a powerful engine of creativity. But the sheer volume of participating brands and unrelated events could start to dilute its focus. To preserve its identity and relevance, it’s crucial to maintain the right balance.


Stockholm Furniture Fair 2035

3daysofdesign vs. Stockholm Furniture Fair: two expressions of Nordic design. What differences do you notice in their formats and how brands engage with them?

It’s been a few years since I last attended Stockholm Design Week, but from what I’ve seen, Copenhagen has taken the lead. Stockholm feels more local now—focused on a core group of Swedish brands and less outward-looking. Copenhagen, by contrast, has become the real creative capital of Nordic design. The scene there is more international, the format is dynamic and well-curated, and it captures the spirit of the city. Today, Scandinavian design is, in many ways, being spoken in Danish.

What trends are you seeing in terms of design language, consumer habits, or how brands curate their offerings?

Right now, I think one of the key challenges—and opportunities—for brands is positioning. We’re seeing this in the fashion world too: conversations around “luxury shame” and a shift in consumer focus away from status and toward value. People are looking for quality, accessibility, and sustainability, not just prestige. The same shift is happening in design. One of the most exciting trends is the ability to offer beautifully designed products that are accessible without compromising on creativity, quality, or user experience. It’s not easy to get right, but it’s definitely one of the most meaningful directions the industry is heading