Peter Bysted

Partner & CEO


"Design is a sometimes uneasy combination of the artistic and the commercial. But this friction sparks a creativity that fascinates me."

Peter has a strong interest in creating dialogue between design disciplines and their business and cultural clients. He founded BYSTED A/S as a cross-disciplinary consultancy - developing it into one of Denmark's largest and most successful design and communication companies. He then served as Rector of The Danish Design School for two years, after selling the company in 2007. Now, with ICONO, he is extending his vision of an integrated, multidisciplinary agency.

With a background as an architect and industrial designer Peter's work covers a wide spectrum in itself: brand and visual identity programmes for major companies like DONG Energy, Falck, and Nykredit; lighting design for Louis Poulsen; and exhibition projects like the Danish EXPO 2000 pavilion in Germany, and the joint Nordic pavilion at EXPO 2005 in Japan.



Branding strategy
Industrial design
Corporate visual identity
Experiential design
Project management


Member of the board
Grosser Vilhelm Albertsen
og hustru Inger-Cecilie
f.Kjergaards Fond



Member of the board
Kontrapunkt A/S
2011 - 2014

Member of the board
2010 - 2012

Member of the board
Danish Design Center
2008 - 2011

Member of the board
Reliance A/S

Chairman of the jury
Danish Design Award
2010, 2012

The Danish Design School, Copenhagen
Septemerb 2007 - November 2009

Founder and CEO
Bysted A/S
1987 - 2007 (Bysted A/S sold to Intellecta AB 2007)

Contact Peter Bysted
TEL +45 40 30 66 26