The collaboration between VE2 and Zone Denmark is based on shared enthusiasm and great chemistry. And of course on VE2’s ability to design beautiful and functional products perfectly suited to the users. Hugo Dines Schmidt and Morten Lauritzen have a knack for encouraging the whole team to come up with ideas, then getting to the core and finding the final solution together. That’s why Zone Denmark has celebrated many of its greatest successes with VE2.

Our highest ambition is to create a sense of unity. The design must be functionally justified and able to blend in aesthetically with the users’ universe.

Through the gate, across the courtyard, round to the back of the building and up to the second floor. This is where you’ll find VE2 – a small, dedicated team of designers led by Hugo Dines Schmidt and Morten Lauritzen.

“Our greatest ambition is to create a sense of unity. The design must have a clear functional justification and must blend in aesthetically with the users’ universe,” Morten Lauritzen explains.

Everyone on the team has a background in architecture specialising in industrial design, so they come with a highly developed awareness of shape and space. And so out of the synergies between furniture and product design and professional interior spaces such as offices, shops and exhibition stands, new ideas grow and develop.

“It adds something to the process that we’re all used to stepping back and looking at the space or environment where our solutions need to work. We work with a wide range of projects both large and small. From utility designs to furniture for urban spaces. That’s why, for us, it’s all about context,” Hugo Dines Schmidt explains, and continues: “We approach projects enthusiastically and in close dialogue with our customers and partners. As a team, we work towards a common goal and listen
to one another’s good ideas and constructive contributions.”

Featured Products


In love with form and function

The UME bathroom series is a soft, gentle and pleasant acquaintance. The VE2 designteam is the force behind the superbly proportioned elements that create a solid and wonderfully balanced expression – for both the eye and hands.

New Normal

We have become used to washing our hands more and using hand sanitiser. We don’t really think about it anymore – so why not make a virtue out of necessity by beautifying these new habits.

Clean and cool

An ingenious powder-coated metal holder for a clean and tidy look in your bathroom. Watch the shampoo bottles disappear from the floor in the shower, and free up space on bathroom units.

Everybody’s favourite

UME is the Japanese word for plum tree and a symbol of elegance, patience and strength. The series is inspired by U, the first letter of its name, giving it both a modern and classical personality with exquisite and functional details.


Our ideas and solutions must relate to the space or the architecture

Stylistically, we make a virtue of seeking simplicity and paring back to the bone.

The team spends a lot of time and energy making function and aesthetics add up to a greater whole. New designs should not be seen in isolation, but must be capable of interacting with other products and changing contexts.

“Bathrooms, for example, tend to be full of products with very diverse functions.

We’ve put together the Ume bathroom range as a distinct design universe – because design must have both a clear functional justification and be a natural part of the users’ universe,” Morten Lauritzen says.

The initial U of the name of the range ties in with the soft curves of the products, which are easy on the eye and easy to clean. “We’ve deliberately worked towards lower and broader proportions to achieve a harmonious effect,” Hugo says. Ume, incidentally, means ‘plum wood’ in Japanese and is a symbol of the elegance, courage and strength that is always reflected in the design of VE2.