The spaces we live in
shape how we feel.
Designed for wellbeing. Make it yours.
Who we are
Our story begins in Ribe, a small town in southern Denmark where craftsmanship has been part of everyday life for generations. Our founder, Mads Vesterby, grew up near the factory his parents built in 1991 — the same place where the first Akupanel was made in 2016. Since then, we've shaped thousands of spaces across more than 20 markets on 4 continents.
What we do
To us, it's about building design systems you can make your own. Our core modules and accessories are designed to work together in the same materials, colors, and logic — so an acoustic panel on the wall doesn't have to stay just a panel. Or a room divider doesn't have to be just that. With the right add-ons, it can become a TV wall, storage, or something shaped around how the room is actually used.
Where we stand
At the heart of WoodUpp are our values and a humble pride in what we do. We call it vestjysk storhedsvanvid — big dreams with a grounded mindset.
Trust is our default. Honesty is a habit. And we work hard to build a place where those values show up in practice: where people feel safe to speak their minds, where good ideas can come from anywhere, and where the end result reflects the care behind it.
That's the foundation of WoodUpp — and where everything we design begins.
Our Design Principles
Great design makes everyday life better
Scandinavian Calm
Our aesthetic is Scandinavian and minimalist. We work with clean lines, balanced proportions, and calm, natural colors. Forms are simple. Materials are honest. Nothing is added without a clear reason.
Functionality comes first
Storage, features, modularity, and flexibility are shaped by everyday routines and how people actually live — not just how aesthetic they look. The result is design that feels intuitive, practical, and improves everyday life.
Proud Craftsmanship
We take pride in making quality products - and every detail matters. That’s why we work hands-on with every part of the product: how it’s designed, how it’s built and how it’s experienced. Nothing is left to chance.
Original Designs
We're here to invent. Every design we ship started as something that didn't exist yet — a new format, a new material, a new way to make a room feel better. We're not here to follow the category. We're here to move it forward.
This makes us proud
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