DNA was founded in 2001 to bring the best of contemporary European design to the US. Located in downtown La Jolla, with offices in Orange and LA Counties, DNA is a full-service design studio in addition to being a retail showroom. Our design department draws upon years of varied experience in the architecture and design industries offering services both locally and internationally. The result is a top-notch residential and commercial design department with strength in interior renovation and new construction. DNA specializes in modern Italian cabinetry design – custom kitchens, bathrooms, wardrobes, and wall-units. Our goal is to provide clients, both the public and design professionals, a comprehensive collection of modern furniture and design elements that are pure, timeless and of uncompromised quality with minimal impact on the environment.


Founder – Jesper Pedersen


Jesper Pedersen, a Danish architect, began his career building commercial projects in Edinburgh, Scotland, and London, and Ascot, England. While attending University in Denmark, Jesper was profoundly influenced and inspired by Danish design legends- Arne Jacobsen, Jorgen Utzon, and Henning Larsen. After graduating near the top of his class, Jesper joined the well-regarded Danish architect and development firm – JFP, where he designed and managed residential and commercial projects. Having established a proven track record in the industry, Jesper joined one of the largest construction companies in Denmark – Hoffman and Son. As their youngest Senior Project Manager, he successfully managed multimillion-dollar commercial projects throughout Copenhagen.


While on holiday in Costa Rica, Jesper met his future wife, a California native who prompted his relocation to San Diego, CA, and the founding of DNA. Jesper has spent his time building DNA by working with both the trade and the end client not only in the US but in Mexico, Europe, and Asia as well. He has worked with some of the world’s top design teams and furniture manufacturers – firms such as the Pininfarina Design Group in Mexico City and Fritz Hansen in Denmark. As DNA has evolved into the design firm it is today, Jesper continues to bring his architectural and project management experience and style into the world of interior design. Jesper is best known for integrating his unique design aesthetic and expertise with his client’s tastes, personalities, and budgets.


Jesper also co-designed IQ haus, an innovative modular home solution. IQ haus debuted its much-talked-about IQ-start home at the 2010 Dwell design show in Los Angeles. IQ-start offered an affordable, turn-key building solution with premium fit and finish.


One of Jesper’s favorite rooms to design is the kitchen, so it is no surprise this is where he spends a good deal of downtime with his wife, Cathi, and best design to date – daughter Emma. In addition, he enjoys cooking and entertaining family and friends. Moreover, true to his Danish roots, he is all about being around the dining table and creating a ‘hyggelig’ (cozy) environment accomplished by clean lines, a neutral palette, and color provided by his food, art, and loved ones in his life.


With over 25 years in the design and building industry, Jesper’s passion for design shows in all of his work – as an architect, designer, project manager, and entrepreneur.

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