The new year begins with a sense of optimism as the future becomes increasingly present. This shift presents an opportunity to reconfigure reality. However, in a world filled with numerous options, opinions, and societal pressures, it can be overwhelming. As perspectives on authenticity evolve, openness and inclusivity remain essential.
The focus is on maintaining a connection with one's identity—staying authentic, human, and original. This perspective informs the theme of 3daysofdesign 2025: KEEP IT REAL.
KEEP IT REAL encourages authenticity in a world that often prioritises superficiality over substance. It promotes challenging assumptions and questioning traditions. The 2025 theme celebrates individual expression and diverse experiences, reflecting a growing desire for a more inclusive, mindful, and compassionate world. It serves as a call to action to remain true to personal vision and originality.
Each new theme is accompanied by a unique visual identity. This year, it has been created by Swedish graphic artist Andreas Samuelsson.
Meet Andreas Samuelsson
Andreas Samuelsson, a visual artist based in Gothenburg, Sweden, focuses on distilling ideas and impressions into their most essential form. His work achieves a balance of simplicity, emotional resonance, and graphic impact.
For the KEEP IT REAL visual identity, Samuelsson has designed a composition featuring fluid, organic shapes surrounded by curvaceous negative space punctuated with colour. This visual representation seeks to capture the intangible inner landscape of the soul, allowing for open interpretation.
Working primarily with watercolour and digital graphics, Samuelsson collaborates with high-profile international brands and renowned publications. His portfolio includes work for Flos, Hermès, Aesop, Forbes, Frame, Nike, Apple, Sony Ericsson, The New York Times, Apartamento, and Wired, among others.
A video interview provides further insight into Samuelsson's thoughts on this year's visual identity.
See you in Copenhagen
The next edition of 3daysofdesign is scheduled to take place from 18–20 June 2025. More details will be announced in the coming months. Attendees are encouraged to embrace the KEEP IT REAL ethos.
More information:
3daysofdesign
[email protected]
www.3daysofdesign.dk