North America's largest design festival presents a pop-up gallery and catwalk show featuring 30 Estonian creators

The world’s most trendsetting meeting point, SoHo in New York City, embraced a vibrant chapter of Estonian creativity last week. Kicking off North America's largest design week, NYCxDESIGN, the Estonian Design House launched its exhibition "UPMADE IN ESTONIA" and opened a temporary store at The Canvas, a new gallery in SoHo.

Mauricio Zelaya @maury_photo

The event showcased the innovative work of 30 Estonian designers, providing a dynamic platform for sustainable and circular design. 

A stage for circular innovation and new life in design

At the core of the exhibition is the international touring concept "UPMADE IN ESTONIA", a collection that redefines discarded materials into bold new designs. Works on display include jewelry by Angela Orgusaare crafted from shattered auto glass, brooches by Urmas Lüüs made with Soviet enamel pots, Laura Saksi’s earrings from eggshells, denim lace clothing by Sandra Luks, WOH’s textile waste coat hangers, and Raili Keivi’s striking concrete and porcelain tableware. Each item tells a story of reinvention and ingenuity, rooted in Estonian values of sustainability.

Mauricio Zelaya @maury_photo

Mauricio Zelaya @maury_photo

Mauricio Zelaya @maury_photo

Mauricio Zelaya @maury_photo

Mauricio Zelaya @maury_photo

Mauricio Zelaya @maury_photo

Design diplomacy and cross-cultural exchange

The gallery's grand opening featured a fashion show with Latin American flair, produced by Mauricio Zelaya and DJ Tiburon. The event welcomed special guests such as Surya Vanka, President of the Industrial Designers Society of America (IDSA), who was present for the signing of a long-term Estonian–American cooperation agreement. Over the weekend, New York’s Scandinavian House hosted the "Baltic Design Exhibition" with Lithuanian collaborators, celebrating its 25th anniversary and inviting the public to textile and leather workshops led by Reet Aus and Eva-Karlotta Tatar.

Mauricio Zelaya @maury_photo

Mauricio Zelaya @maury_photo

Mauricio Zelaya @maury_photo

Mauricio Zelaya @maury_photo

Mauricio Zelaya @maury_photo

Mauricio Zelaya @maury_photo

Building bridges through creativity and academia

Project leader Ilona Gurjanova emphasized the importance of global feedback and collaboration for Estonian designers. "This festival allows us to present our design philosophy and grow professional networks,” she said. Designer and researcher Reet Aus, from the Estonian Academy of Arts (EKA), highlighted new academic connections with Parsons, Pace University, and NYU. These ties aim to deepen research exchange and bring students to Estonia for immersive design experiences. The dialogue will continue this autumn at Tallinn Design Festival Disainiöö.

Mauricio Zelaya @maury_photo

Mauricio Zelaya @maury_photo

Mauricio Zelaya @maury_photo

Mauricio Zelaya @maury_photo

Featured Designers

Reet Aus · Xenia Joost · Kirill Safonov · Stella Soomlais · Cärol Ott · Oksana Tandit · Karlotta · Sandra Luks · HYTI · Franz Raver · No(N)s · Luxe Hapsal · Helena Tikunova · Alpaka Design · Nordhale · TUUB · Tie & Apron · Sokisahtel