With a background from Snøhetta and Heydays, Marius Sunde brings a strong focus on conceptual thinking and human-centered design to his current practice as co-founder of Opening Hours. With design and technology at the core of the studio, experimentation and the use of emerging technologies, especially AI, play a key role in shaping projects and processes. In this interview, Marius talks about building the studio during uncertain times, how past experiences inform his approach today, and the importance of designing for real people. He also shares insights into their ongoing AI research and offers practical advice for new designers navigating the field.
WIP What role does experimentation and exploration play in your design process?
MS It’s essential to how we work. We’ve always been curious about finding new ways of actively utilising technology in creativity and trying to explore or learn something new in every project we do.
WIP How do you anticipate Artificial Intelligence to impact the design field in the future?
MS We recently received a research grant from Grafill and are establishing a theoretical framework for our AI-related work. Our initial findings revolve around the idea that we are now working within a new medium called “neural media,” where the medium itself is cognitive and generative, just like humans have always been.
We envision this demanding a different kind of design, where designs need to be flexible, generative, personalised, active, and reactive in ways we have yet to see. This will consequently demand new ways of thinking and working as designers. We aim to prototype this as part of the research project in the next year and a half.
Importantly, we design for actual humans with real feelings. That’s still what we find the most interesting and rewarding, and we look for ways to use new technology to help us do this.
Design for people. As in full humans, not just audiovisual animals with two eyes and two ears connected to ten fingers, a screen and a credit card. It’s surprisingly difficult, so it’s an endless source of inspiration.
WIP You launched Opening Hours Studio in 2023. How was it starting up the studio in these challenging times?
MS We’re a lean operation, and it’s easier to take risks when small, so we have been able to adapt to the market situation quite effectively. Our skill set enables us to take on a broad set of projects, which has been an advantage. In our first 15 months of running the studio, the output has been wider than we expected, but it feels like it’s helped us shape what Opening Hours should become.
With that said, we have felt the hard times like everyone else. People are more risk averse, budgets are smaller, and competition is tougher. An effect of this is that large companies and investors are buying studios. As the dust settles, we hope to see a counter-reaction with the spawning of new, highly specialised, independent design and technology studios. And then we’d team up to compete with the bigger corporations.
WIP How have your experiences at other agencies shaped your current practice and design philosophy?
MS We were both at Snøhetta for over seven years. This was at the beginning of our careers and shaped us as people and as professionals. How we think conceptually and how a clear concept can inform design decisions are things we have brought with us. After Snøhetta, we both went to Heydays and got to focus deeply on creating digital products and brands with empathy and delight and reflecting on the aesthetic responsibility we have as designers.
Although the approaches to design are somewhat different, we believe the core focus on people, both in terms of studio culture and the role of the design we create, has been the most defining for us.
As the dust settles, we hope to see a counter-reaction with the spawning of new, highly specialised, independent design and technology studios. And then we’d team up to compete with the bigger corporations.
WIP Do you have any advice for students on finding their niche or specialisation within design?
MS Stay curious and incrementally challenge yourself. Doing projects a little bit differently each time quickly becomes better each time and carves out the path meant for you.
Design for people. As in full humans, not just audiovisual animals with two eyes and two ears connected to ten fingers, a screen and a credit card. It’s surprisingly difficult, so it’s an endless source of inspiration.
As designers, we can express ourselves and create something every day. That should be fun and rewarding. If it’s not, you should adjust your path.
Created and produced as part of Bielke&Yang’s internship programme by students to provide valuable insights into the design industry. Featuring in-depth interviews with established professionals sharing their personal journeys into the field. Aiming to provide a holistic understanding of the design industry and empower aspiring designers to make informed decisions about their own professional paths.
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