An experience for all senses

We move over to the big staircase, which makes up the heart of the interior design like it was born to do so. Whether it’s the stunning details or the craving to see more that makes you feel so drawn to the place will forever be a mystery …

A warm welcome from MENU, and then we’re onto the first presentation by Joachim Kornbek Hansen – 3rd generation. A story that traces its roots back to 1978 when the company was a steel factory (Norup Stålfabrik). Joachim’s grandfather was an employee at the steel factory and was forced to choose between giving up his work—his livelihood—or buying the rest of the factory. The grandfather protected his family and the protection of a regular income. With pride in his voice and a healthy dose of nostalgia, Joachim tells of the way his grandparents had to pawn a gold watch to get the capital they needed to take over the steel factory. There’s no doubt that there’s a proud family history behind this brand and that the golden strap, which is still in the family’s possession, has served as a guiding light and source of wonderful stories for friends, family, and—to some extent—us.

The grandfather, Simon Hansen, was driven by the desire to put food on the table for his family and to secure their future. Back then, the company had no ambition to embark on an international adventure.

Joachim’s father, Bjarne Hansen, took the family-owned business into its second generation—and with his takeover came a completely new vision. Bjarne’s vision was to collaborate with external designers, a strategy that continues to this day. At first, what we now know as MENU was mostly known for smaller accessories, primarily for kitchens.

All the wonderful intentions that have created Audo are completely in line with the DNA makeup that MENU aims to have as a brand.
After an introduction to the Audo, we get to walk around and explore the place. We’re IMPRESSED. The place is so aesthetically pleasing, and you feel right at home. Every detail is perfect, nothing is left to chance, and everything fits together seamlessly.

The vision was to create Connected Spaces and blur the lines between the home and the workplace. Joachim explained that the aim of Connected Spaces is to give us the COMPLETE experience and showcase the brand through the lens of its functionality. Exploring MENU’s collections should be an experience. And in just an hour, we’ve had the chance to really experience MENU. Coffee is served in a MENU jug, we drink from MENU glasses, we sit in a big sectional sofa from MENU, and our eyes are drawn towards lovely lamps and accessories from MENU. MENU has well and truly gotten under our skin—and all that in just an hour.

The Audo has something for everyone, no matter the purpose of your visit.

If you need a luxurious overnight stay, then book a room at the hotel, eat your breakfast in the café, and walk through the shop to check out the exciting products. Check out the library, or use the space as your office for the day. The coffee is great, and the atmosphere that frames your visit is impeccable. The vision was to create a ‘space’ where we can be together and find inspiration, and impressed, overwhelmed, and captivated as we are, we have to admit: the mission has been accomplished.

With three clear design values, the strategy for how a MENU product should look is crystal clear. The strategy came about in 2010 when MENU introduced Soft Minimalism: a warm, soft, and homely style.
Warm in its colours, shades, and materials. Soft in its expression. Homely in the Danish sense that invites us to think of Danish words like ‘hygge’.
The aim of Soft Minimalism is to create designs that are neat but comfortable.

The three design values are described as follows:
1. Clean – A touch of Soft Minimalism and simple beauty
2. Clever – Well-considered details, functionality, and innovation
3. Natural – Neutral tones, warm colours, modern, understated, and natural

And MENU is stunning. It works, and the shades are warm. You just want to stay on the big sectional sofa. Kicking back and taking a breather has never been easier.