During the 90s, Danish supermodel Helena Christensen was famously one of the ‘Magnificent Seven’ that dominated fashion and shaped culture beyond the studios and the catwalks.
Now, BoConcept, another iconic Danish name of design, is embarking on an exciting creative journey with Helena as its Global Artistic Director. In this role, she will promote the ‘Art of Living Danishly’ campaign by curating content, leading lifestyle discussions, and engaging with fellow Danish creatives to explore what it means to ‘live Danish’.
“This is a dream come true for me,” says Helena. “I’ve always loved interiors, and this role brings together my passions for design, creativity, and intentional living.”
Helena’s love for design is nothing new. Nearly 20 years ago, she co-founded the concept store Butik in New York City with designer Leif Sigersen before teaming up with long-time collaborator Camilla Staerk to create Staerk & Christensen, an interior design and lifestyle studio spanning fashion, furniture, photography, and film. She has also worked as a founding partner and creative director of Nylon magazine, collaborated on bestselling designs with Habitat London, and served as creative director of the luxury perfume house Strangelove.
Design is more than just aesthetics – it’s about how a space makes you feel.
“The way I decorate my home is just as important as how I dress myself,” she adds. “Being Global Artistic Director at BoConcept isn’t just a title; it’s an exploration of what it means to live well and a celebration of Danish design.”
More recent projects further showcase Helena’s eye for design, and versatility. She collaborated with New York-based studio Bower on a home accessories collection and partnered with Danish designer Kasper Salto to create a special edition of the ‘Runner Chair’. Plus, Helena and her team are working on an ongoing prefab housing project with architect Gulla Jonsdottir called Revolution Precrafted.
Helena’s connection to BoConcept is, of course, deeply rooted in their shared Danish heritage. Born in Copenhagen, Helena now lives in Manhattan but often spends time at her beach house on the Danish coast, and her creative vision aligns with Denmark’s growing global influence in fashion, design, and food, “where tradition meets innovation”.
Founded in Denmark in 1952, BoConcept has since grown into the world’s most global furniture retailer, with over 300 stores in 64 countries – including here in New Zealand. Danish design played a key role in the mid-century modern movement, known for its clean lines and functionality, and these elements remain central to BoConcept’s vision. The brand regularly collaborates with award-winning designers to create furniture, accessories, and lighting tailored for private homes and business spaces.
Now, Helena promises to bring a fresh, personal touch. Her first creative project with BoConcept is the just-launched Flora, a limited-edition series of botanical art prints from her personal photography archive. The collection reflects her deep admiration for nature and ability to capture everyday beauty. “There’s something mesmerising about looking at a flower up close,” she says. “Nature’s magic and complexity are impossible to fully grasp, but through photography, I can capture glimpses of that beauty.”
A celebrated photographer, Helena’s work has been widely published in art and design magazines and exhibited in galleries either side of the Atlantic. For Helena, photography is instinctual. “It’s like breathing to me,” she says. “I see everything in frames. I’m always searching for moments and curious about everything around me.”
BoConcept couldn’t be more delighted – or excited!
“We can’t wait to combine our design expertise with Helena’s global style and Danish life philosophy,” reveals BoConcept chief marketing officer, Paula McGuinness. “Together, we hope to inspire consumers worldwide to embrace a new era of living beautifully.”
“Design is more than just aesthetics – it’s about how a space makes you feel,” Helena adds. “When your environment
is beautiful, comfortable, and a true reflection of you, life becomes more fulfilling. You feel freer, more productive, and ultimately happier.”
