Interview with Astrid Hébert on Celebrating the Best in Design with 3C Awards

Design Core Staff
2 days ago
4 min read

Astrid, you're the co-founder of 3C Awards, a group that seems to touch almost every corner of the design world. How would you describe what you do?

Astrid Hébert: I like to say that we celebrate creativity and design ingenuity. At 3C Awards, our mission is to recognize the best in design, whether it's a piece of furniture, a pair of sneakers, a lighting concept, or a hotel interior that becomes a destination in itself. What unites all these is the talent and imagination behind them, and our role is to build platforms where designers, emerging or established, can shine on a global stage.

That sounds exciting. Could you walk us through the different awards?

Astrid Hébert: We've really built a family of awards. The LIT Lighting Design Awards were among the first and they've grown into one of the most respected platforms for celebrating lighting. What I love about the LIT Award is that it brings architectural projects, entertainment lighting and product design together in the same conversation. Some winners light up entire city skylines, or the concert of a world renowned pop singer while others create a small lamp that changes the mood of a room. More and more, we see projects centered on sustainability, which shows just how forward-thinking and inventive this community is.

The SIT Furniture Design Award was created to celebrate how furniture and interiors shape our everyday lives. Of course, we recognize iconic chairs and tables, but also interiors that completely transform spaces. What's exciting about SIT Awards is seeing designers experiment with unusual materials, like turning ocean waste into something functional and beautiful.

The LIV Hospitality Design Awards celebrate the places where design shapes the way we experience hospitality. It can be hotels, restaurants, bars, even cruise ships. What is fascinating is how each project tells a cultural story. A boutique hotel in Tokyo has a completely different spirit from a restaurant in Mexico City, yet both capture the kind of creativity that makes people feel welcome and inspired. Hospitality is a great lens for experiencing local design.

Then there are the BLT Built Design Awards, which focus on architecture, landscape and construction. This is where we celebrate the big projects, from community schools and cultural centers to landmark skyscrapers. What excites me is seeing entries arrive from every corner of the world - we received projects from 57 countries last year - which shows just how strongly the program resonates with architects and builders everywhere.

As a Swiss company, sport is everywhere! We thrive in an ecosystem filled with startups where design and innovation are at the heart of their activities. With their growing need for visibility, the FIT Sport Design Awards were born — a program full of energy and creativity. They celebrate apparel, equipment and wearable technology that help athletes perform better. We've seen prototypes designed by students sitting side by side with new collections from leading global brands.

The Global Footwear Awards (GFA) celebrate the art and innovation of shoes, which are such a universal object but the creativity we see is endless. Some winners focus on high-performance sneakers, while others concentrate on luxurious, handmade pieces. One of the things that's unique about GFA is how often we discover young designers who later go on to collaborate with big brands.

And of course, the newest in the family, the Africa International Design Awards, which we launched this summer in Benin in collaboration with the Africa Design School. AIDA Award celebrates African creativity across spatial design, product design, communication and fashion. The energy at the launch in Cotonou was incredible. You could feel that it was more than just an award, it was the beginning of a movement that connects African talent to a global stage.

Alongside the awards, we also run D5 MAG, our digital design magazine. This is where we tell the stories behind the projects and give them a wider audience. For me, D5 MAG is just as important as the awards themselves because it keeps the conversation alive throughout the year and helps designers reach beyond the competition stage.

With such variety, what do all these programs have in common?

Astrid Hébert: For me, it’s all about impact. A good design always extends beyond its immediate function. A hotel lobby, for example, is not just a space — it sets the tone for the entire journey. What truly matters is the story behind the design, and having architects and designers recognize that. This same philosophy drives our support for emerging designers — showcasing young talent by presenting their work and vision alongside established, award-winning designers.

When you look at the winners, do you notice patterns?

Astrid Hébert: Yes, and it's fascinating. The winners always combine innovation or artistry with storytelling. Sometimes that comes from new technology, sometimes from returning to craft and tradition. But there is always a story, why the project was created, who it serves, and how it connects to culture. Those stories are what make the juries stop and pay attention.

Speaking of juries, you work with some very well-known names. What is that like?

Astrid Hébert: Each award has a jury of leading figures, from architects and designers to academics and creative directors. When they gather, it feels like hosting a conversation between the brightest minds in design. They debate, they challenge each other, and in the end, they make sure the winners reflect the very best work being done around the world.

And what comes next for 3C Awards?

Astrid Hébert: Right now, we are preparing for a special celebration this November in Switzerland, where we will host the award ceremonies for the BLT Built Design Awards and the SIT Furniture Design Award. Bringing designers and Architects together is always a highlight because you see the joy, the pride, and the exchange of ideas. Beyond that, we want to keep growing the community, giving winners visibility through exhibitions and partnerships, and of course, through D5 MAG. And who knows, perhaps another award will join the family one day.