SMIL: RETHINKING THE STARTUP EXPERIENCE
ALL SMILES AT SMIL
On May 22, 2025, Startup Aarhus hosted the first edition of SMIL (‘smile’ in Danish) - a new startup event that intentionally challenged the traditional format.
The day began with a collective act: every participant was asked to simply smile at the person next to them.
A simple gesture, repeated in multiple variations, designed to lower barriers and create immediate connection. It worked. The room shifted. People started engaging with each other, not just as professionals, but as people.
Rather than the standard panel formats or one-way presentations, SMIL focused on curated sessions that invited participation. The audience wasn’t just there to listen; they were expected to think, speak, and respond.
While we weren’t able to attend every session (sadly), two stood out:
From left to right; Pia Ella Elmegård (Bobbie & Beastie), Magnus Stagsted (People Ventures), Søren Munk Hansen (Highbridge Law Firm)
SESSION 1 - The Golden Relationship: What If It Breaks?
This session addressed one of the most difficult realities in startup life: what happens when key relationships fail or get rocky.
Whether it's a co-founder, investor, or legal advisor, these connections can make or break a company.
Instead of abstract discussion, the format used real scenarios, acted out live, and the audience was asked to respond directly.
It was fast, direct, and made the complexity of these relationships tangible.
From left to right; Daniel Sand (Former; Wedio), Sumeya Hassan (Reclaim Active)
SESSION 2 - Failing Forward Like a Pro
Created in collaboration with Fail Forward, this session moved away from success stories and focused on what usually gets left out - failure. Founders shared personal experiences in an open mic setting, discussing mistakes that shaped their growth. The tone was pragmatic: failure isn’t something to hide, it’s something to practice navigating.
It was also a reminder of a broader shift happening in the entrepreneurial community. More people are daring to talk about the personal side of building something - the emotional toll, the moments of doubt, the relationships that break along the way. In a world where “hustle culture” often dominates the narrative, it’s encouraging to see spaces like SMIL make room for honesty and vulnerability.
Being human is becoming part of the conversation and the ecosystem is better for it.
Sun, Hail, Rain - Still Smiling
In true Danish fashion, the weather made sure to remind everyone who’s in charge.
What began as a sunny spring day quickly turned into hailstorms and rain showers - all within hours. But not even that could break the momentum of the event.
People stayed, kept engaging, and continued the conversations - some huddled under tents, others adapting on the fly.
It was a fitting metaphor for startup life itself: conditions change fast, but with the right mindset and community, you keep going.
CONCLUSION
SMIL did not aim to impress. It aimed to engage - and it succeeded.
By rethinking structure and encouraging vulnerability, Startup Aarhus created a space where participants contributed to the event, rather than consumed it. It felt more like a workshop than a showcase - and that may be its biggest strength.
We look forward to seeing how this concept evolves in the future.