Driven by their shared passion for furniture design, Kasper Meldgaard and Nikolaj Duve founded Says Who in 2010. Ever since that day, the Denmark-based company has created innovative design solutions for clients around the globe. Says who has achieved remarkable success due to their unique approach to furniture design, resulting in more than 963 designs in production and several design awards won.
'At Says Who, we believe great design makes a real difference because it connects with people in meaningful ways. It's all about mixing strategy, insight, and creativity. For us, design isn't just a cool idea – it's about contributing to people's lives. As a global design partner, we team up with clients all over the world to make sure our products fit different needs and work perfectly in everyday life.'
© Says Who
Kasper Meldgaard founder of Says Who (left) with Nikolaj Duve, Head of Design and co-founder (right).
'At Says Who, design is about much more than shapes and colours. We see it as a way to create real solutions that fit the market and the people who buy them. By working closely with our partners, we combine creativity with solid market understanding so that new products have the best possible chance of success. Before we sketch anything, we study the market, review competitors and analyse each client's DNA. This preparation allows us to spot the trends and opportunities that matter most and to design products that look good and perform commercially. The result is a design process rooted in evidence and insight but always guided by creativity.'
© Says Who
A glimpse of the design process.
AI as a Creative Catalyst
'Technology has always been part of our way of working, but today AI allows us to move faster and think bigger. We can visualise ideas in minutes, explore multiple directions and collect early feedback before committing to a final design. This accelerates decision-making, cuts down development time and gives our partners greater confidence in the products they launch. In one recent U.S. project, for example, we combined cultural and style research with AI-powered visualisations to test and refine ideas rapidly. By aligning our findings with the client's core values and mapping competitor landscapes, we arrived at a stronger, more targeted result in less time than traditional processes would have allowed.'
'AI isn't replacing designers; it's redefining what designers can do. We see the future role of designers as strategists, curators and storytellers who orchestrate data, culture and consumer insight to create meaningful products. This evolution opens new ways to collaborate more visually and interactively with our clients and to deliver even greater value.'
'We also know that intellectual property can be a grey area in the age of AI. That's why we document every step of our process, keeping hand sketches and human input at the core of our work. By blending classic design discipline with modern tools, we protect originality and ensure our creativity remains authentic and future-proof.'
More information:
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www.sayswho.dk
