While in Copenhagen I had the pleasure of spending an afternoon at Atelier September with a chance to interview designer and future forecaster, Magnus Host, of Present Future.

I was introduced to Magnus through a Long Table Gathering he was planning to do with FRAMA focused around the forces shaping the future of the culinary scene in Copenhagen.  Unfortunately, the event had to be rescheduled, but it didn’t stop me from reaching out to Magnus to hear more about his background and interests surrounding food and design.  


Magnus Host Interview.jpg
Atelier September
Atelier September


1.  What is your background and how did you become interested in trend forecasting?  

I started working as a menswear designer for Bruuns Bazaar for a couple of years. Back then I thought fashion design would be my career path, but during the years I have moved away from the fashion industry with the intentions to have a bigger perspective on the lifestyle industry rather than just fashion design. Rebekka Bay, former creative director at Bruuns Bazaar and now creative director at Uniqlo, introduced me to the field of trend forecasting during my time as a menswear designer. Now, with a multidisciplinary approach combined with my natural curiousity for what happens around me and an eye for future proof aesthetics, the field of trend forecasting is the perfect combination of interests and skills. Having experience with creative thinking and design processes helps me developing visualized trend reports in order to stimulate and inspire designers etc.

2.  What are you currently most inspired by?

Since one of my clients is an architecture company ( I am currently inspired a lot by architectural shapes, scales, spaces, and design. Especially, I am inspired by the reinventing of spaces and buildings such as the beautiful renovation of Fondaco dei Tedeschi in Venice by world renowned Oma (see photo below).  Also the photo-series "How to coordinate your lunch with your outfit" by Kelsey McClellan and Michelle Maguire inspires me a lot. Its humouristic touch, conceptual color schemes and understated styling is really great. See their work here.

3.  Who is someone in Copenhagen that you look up to? 

I'm not sure if there's someone specific, but I'm inspired by how you as a brand or designer manage to stay relevant in a fast paced world. Kinfolk, who has their amazing headquarters located in the heart of Copenhagen, are very inspirational to me in the way they sum up a certain lifestyle that fits so well to Copenhagen. Norm Architects and Frama are also brands, who manage, through their use of multidisciplinary skills, to connect a variety of mediums in order to offer a wide range of amazing products. 

4.  What are you most excited about regarding the future of food?

Basically I am just interested in the future of lifestyle and here food plays an important role. I see a major tendency towards food being much more integrated into design and design into food. People are much more aware of what they're eating today, where food has even become a statement - and maybe even the easiest and most convenient statement, when we talk about sustainability. The future of food is not just something served on a plate. No, it's a long process, and a process people are more willingly to participate in and learn from. We are so rushed through things today that making food can be a quite satisfying and relaxing experience, and plays an important social role as well.

5.  What are your three favorite places to go in Copenhagen? 

Louisiana Museum on a sunny day is the perfect cultural escape from Copenhagen. Located towards the water about 30 mins. away up North from the city makes its surroundings so beautiful - and on top of that they exhibit some of the biggest artists such as Tara Donovan, Yayoi Kusama, Olafur Eliasson etc. 

I love to stroll down the streets in the heart of Vesterbro - a very design and lifestyle conscious area of Copenhagen. Here you can find a lot of niche and design shops, great cafés and parks while there is still room for places more raw, industrial and untouched. It's a good contrast. 

I tend to go to Malmö in Sweden once a month. It's only 30 mins. away by train and the city is so different from Copenhagen. It's the easiest getaway, if you're in need of new and alternative experiences with its very ghetto and more rough cityscape. 

photo courtesy of Magnus Host

photo courtesy of Magnus Host