What is the true value of creativity in today’s design landscape?
Is creativity merely about aesthetics – or is it a way of thinking, building, and creating connections?

These questions formed the starting point for an inspiring and honest conversation during the Design Salon “Byens Tak” in Oslo on November 20. Together with an engaged audience, the panel explored how creativity can shape the future of Norwegian design – both nationally and internationally.

The panel consisted of Agathe Berjaut, Evan McGuinness, and Jannicke Kråkvik, with Guro Røberg as moderator – and together they took the audience on a journey from the intuitive to the strategic, from craftsmanship to systems, and from the personal to the societal.

Creativity as a Driving Force, Not Just an Expression
It quickly became clear that creativity is more than an aesthetic value. The panel challenged established notions of what creativity means and how it can strengthen the design field from within. The conversation moved from beauty and materiality to knowledge-sharing and responsibility – and from the commercial to the truly value-driven.

A central theme was how creativity can act as a catalyst for progress, not just a visual expression. Agathe Berjaut shared how her analog processes and tactile approach create space for intuition and craftsmanship in a digital age. Evan McGuinness highlighted design as a strategic tool for lasting change, emphasizing the need to make knowledge accessible and empower designers through education and dialogue. Jannicke Kråkvik demonstrated how materials, light, and atmosphere can create spaces that resonate – and how sensory experiences can serve as a counterbalance to streamlined uniformity.

The panel agreed on one thing: Creativity has value because it creates connections – between people, ideas, and society. But this value does not emerge on its own. It requires conscious action, a willingness to challenge norms, and a commitment to building something that endures.

Creativity as Untapped Potential

The conversation left the audience with a clear realization: Creativity is not just an aesthetic value – it is a resource with enormous untapped potential. Norway has the talent, the history, and the opportunities, but we must dare to see creativity as more than decoration. It is a driving force for progress, dialogue, and change.

Design Salon served as a reminder that the future of design is not about creating beautiful objects alone, but about using creativity to shape societies, build relationships, and create meaning. It’s about asking the big questions – and daring to offer new answers.

At MATRE, we don’t just want to discuss the future – we want to help shape it. And it must be built with more voices, broader perspectives, and bolder ideas.

This is only the beginning.

We look forward to creating more arenas where Norwegian design can be discussed, explored, and developed. The future of Norwegian design is bright, but it demands courage, fresh thinking, and collaboration across generations and disciplines.

A heartfelt thank you to our talented panel and to everyone who joined us. Together, we are building a future for Norwegian design that is sustainable, innovative, and inspiring.

Don’t miss our next Design Salon – more details coming soon!