WOUD has invited all design talents to participate in WOUD’s first international HIDN Design Competition based on the design principles of precycling. The winning design will be included in and launched by WOUD as a part of the HIDN Collection. The competition is now closed for submission and we can not wait to dive into your innovative, original and appealing design proposals.

Who will be the next HIDN designer?

The HIDN design language is intended to inspire and motivate design minds in the process where a design comes to life. Based on this drive the we have established the international HIDN Design Competition. A space with room to challenge, play and flourish.

Right now, the jury evaluates the submitted design proposals. We want to be surprised. To experience a love-at-first-sight reaction. And to meet modern, creative designs that will stay beautiful and relevant for years to come anchored in our Scandinavian design heritage.


The five finalists have been selected

The jury has now carefully evaluated every submitted design proposal and we are happy to announce and present the five selected finalist designs for the HIDN Design Competition. The winner will be announced on 23 March 2023.

ARC lights designed by Birkan Gülöz and Jonas Nussbaum

From their own design studio, JBNG, the duo endeavours to create durable, useful and yet evocative objects. Their contribution is Arc. A two-piece lighting object that appears related but differs in appearance and use. Utilising an entire standard aluminium profile, the design gives an impulse for the resource-saving use of material, focussing on a no-waste approach during production. Creating one object for direct illumination and one object for indirect illumination. Each seamlessly interacting with the given space.

Explore their work @jbng.studio


Siivu candleholder designed by Simo Lahtinen

The Finnish designer is driven by creating honest and meaningful designs with a positive impact on users and the surroundings. The lines of Siivu arose from the shape of a single standard steel tube that has been expertly cut and bent. The bent part forms a sturdy handle, providing a safe grip for moving the candle with ease. Additionally, the cut portion of the tube forms a sturdy base, adding stability to the structure while offering a resting place for a lit match to burn out safely. Through the HIDN approach, new functions and design features are added to the candleholder using a simple production process that does not require any additional material.

Explore his work @lahtinensi


TWIRL vase designed by Deniz Aktay

In 2020, the German designer established his own design studio, dezin, with a focus on exploring the unique properties of different materials. This approach is exemplified by the TWIRL vase, a design that is created through a meticulous twisting process. By taking a standard glass tube and twisting it until it reaches a point of complete lock, which results in two parts divided by a tight separation. Giving it a function, produced using a simple and efficient production process that does not require any additional material. With its asymmetrical twisting point, the vase can be turned upside down to hold tealights or smaller flowers, providing a completely different appearance.

Explore his work @dezinobjects

MONOLITH incense holder designed by Oleg Pugachev

The Berlin-based designer aims to create products that possess contemporary relevance. Suitable for the modern way of life focusing on relaxation, contemplation and well-being. Made from a solid, rectangular block of marble, Monolith incense holder embraces these feelings while embodying production and material optimisation. The cylindrical holder is cut out of the block, leaving a hollow centre to place the piece vertically. Clever use of counterweight and friction holds the incense sticks at the perfect angle while the plate provides a platform for burning incense cones or a piece of lava rock, which serves as an essential oil diffuser.


REVRS cushion designed by Ivana Blaskova

Reflected on a visit to a textile museum, the Dutch Ivana Blaskova has adopted the traditional double weaving technique to make a double-sided textile. Weaved as a single piece with an integrated pattern, REVRS does not leave any excess fabric. By turning the enveloped-closed cover inside out, a slightly different pattern appears due to the envelope closure and reverse colours, utilising the durability of both sides of the fabric. Additionally, the pillow cover is made from a mono-material; low-impact wool material in pure, natural shades without artificial colour, allowing for easy recycling.

What are we searching for?

The international, professional jury has selected the five finalists based on the following five principal criteria



Your design has obvious references to the HIDN design language (including precycling) and you have submitted a clear description of these references

2. Functionality

Your design serves a clear purpose and function

3. Originality

Your design distinguishes it from other existing designs in the market


Your design effortlessly fits into the existing WOUD collection and aesthetic identity

5. Production and sales

Your design is commercial and production-wise viable

The prize

The winning design will be included and launched in WOUD’s HIDN collection for official and commercial sale and marketing including marketing promotion of the designer behind the winning design. The designer(s) of the winning design will receive the winning design once it is put into production.

The five selected design finalists that will advance to the final will be announced and promoted on WOUD’s relevant marketing channels and will all receive meticulous, personal feedback from the jury.

The jury

The jury for the HIDN Design Competition consists of five professional, international members. Being absolutely fascinated and drawn by the world of design, the jury is looking forward to being impressed and surprised by the design proposals. All submitted designs will be reviewed by all members of the jury

Mia Koed, Creative Director at WOUD

As one of the founders of WOUD and with more than 30 years of experience in the interior world, Mia possesses a profound competence in spotting and developing designs. From her position as Creative Director, she works with selecting designs, designers and trends every day. Furthermore, she has been involved, from the very beginning, in the development of the HIDN concept in collaboration with Roel Vandebeek.

“My heart especially beats for collaborating with the very young upcoming designers. It brings me so much joy to give them feedback and at the same time experience how they challenge me with their fresh approach to design. Therefore, I am looking very much forward to diving into the design proposals that the competition produces - in particular, I look forward to helping a new design enter WOUD's new HIDN Collection”

Anders Engholm, Danish designer and winner of 'Denmark's next classic'

Anders is a trained boilermaker and designer and has worked as an independent designer since 2014. With simple and recognisable designs, he creates personal and timeless furniture for everyday life. Anders balances the Danish design tradition and the forward-looking choice of materials, he strives to refine sustainable resources and brings focus on responsible manufacturing processes.

“This competition will result in amazing design! Design, where it is not only aesthetics that are considered, but also responsible manufacturing and the unexpected, surprising idea. For me, this is the type of competition we need, and therefore it is great that HIDN sets the scene for it”

Hanne Willmann, German designer and experienced jury member

Hanne has a degree from the University of the Arts in Berlin and Elisava in Barcelona. Since she graduated in 2014, she has worked for design studios, as a creative director, lectured at universities and been a part of juries in multiple design competitions. Through her own multidisciplinary design studio in Berlin, she designs from a profound fascination with details and a meticulous understanding of materials, colour and innovative production techniques. Resulting in a timeless aesthetic appeal.

“Design has a purpose. The philosophy of HIDN is giving products a very sustainable purpose - not reducing, but adding! I am very much looking forward to those purposeful ideas!"

Roel Vandebeek, Belgian designer and artist

Roel is the driving force behind the HIDN concept. As a graduate of the MAD Faculty in Genk, he has explored various spectrums within art, industrial and interior design, resulting in a list of acclaimed award-winning projects during his career. This holistic view of design projects made Roel establish the creative hotspot Dêpot des Arts.

“I hope HIDN triggers designers to discover new approaches and possibilities during their design process. A kind of dialogue with the new design you’re working on, showing unrevealed opportunities combined with a more sustainable way of working. What I hope most is that I will be surprised by many original designs, based on the Hidn concept. This way, the power and the innovation of this new design language are shown"

Rikke Palmerston, Danish designer and FSC award-winner

With a Master in Furniture Design (products, materials and contexts) from the Royal Danish Academy of Fine Arts, Schools of Architecture, Design and Conservation, Rikke has a fine appreciation of design processes - from sketches to scale models to production. In 2017, she won the FSC Award with her design Knaegt, showing her dedication to design from a sustainable mindset. Today, she is Design Assistant at WOUD.

"I love that designing from the principles of precycling is a playful and simple way to work with sustainability. I hope that some of the ideas behind the HIDN design language will stick to the minds of the designers participating and I can't wait to see all the creative designs!"

Back to our roots

The way we collaborate with designers is eminently near and dear to our hearts. And it has always been. Therefore, it makes beautiful sense to us to cherish the creative students and upcoming design talents by welcoming their new thoughts and inventive views on future design. To stay true to our founding vision of establishing a design collective of newcomers to give something back.

With HIDN design competition, we encourage you to become a part of the HIDN collective. Discover and explore the hidden gems and you will bring surprising, engaging and original products to life. To illustrate tangible examples, we took the first small step and revealed our very first HIDN products. We are can not wait to see the flourishing designers' take on the HIDN concept.

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