AKQA London

ABOUT

Insight
Since 1904 Georg Jensen has been a lighthouse for Danish luxury design.
But as times have changed, ‘luxury’ has become synonymous with extravagance, a concept in opposition to the Scandinavian values of quiet confidence, craft and community.

Idea
Redefine the concept of luxury.
Instead of attempting to reposition Georg Jensen within the world of contemporary luxury, Scandinavian values are reconceived. Values of excellence in craft, closeness to nature, light and quality of life as the truest form of luxury. With this is as the foundation, a new tone-of-voice is developed. The visual identity now reflects these new qualities with SS20 jewellery serving as a global hero.

“Working with AKQA has guided us to specifically define and re-focus on the values that differentiate us as a global brand. Our campaigns have become more vibrant and cohesive and our message to our audience is clear. This has helped us break through the noise of a difficult climate to have successes to share.”
Nicholas Manville, Chief Creative Officer

Impact
A fresh visual identity and new purpose that continues to inspire.
AW20 is currently in progress with plans to continue the evolution into SS21 and beyond.

Date created: December 2020 2020-12-01T00:00:00+0000
Date published: 2 December 2020 2020-12-02T17:14:00+0000

MADEIT CREDITS

Project featured: on 5th January 2021 Contributor:

AKQA has been a Contributor since 31st July 2020.

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Scandinavian luxury, reconceived.

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