Denmark - Week 4 - Andrew Tom

In the 1930's, Danish Modern furniture design had a major edge on their modernist competitors: they had a values-oriented approach.  In stark contrast to the post-war trends of modernity, they leveraged a strong marketing and promotional infrastructure to disseminate their humble approach to design.  By expanding on principles first expressed by Klint, and collaborative partnerships between expert craftsmen, their shared more than an origin story - they cultivated a new set of values.  Consumers would begin to identify with these values as more and more Danish designs are designers were featured in popular magazines, which stimulated demand beyond elitist social circles into the educated middle class.

Regardless of whether or not the Danish designers remained consistent with their origin story of humble beginnings, the wide acceptance of Danish design was driven by their strategic network of partnerships.  Organizations, motivated by the potential for sales and attendance at exhibitions, used the Danish narrative to draw in consumers toward the simple wooden designs; many of which were perceived as disruptive in context of their competitor products.  This narrative of commitment to functionality and craftsmanship was polarizing, attributing human values of warmth and welcoming toward Danish design while attributing poor values toward other designs.  Had it not been for the strict limitations of what constituted "Danish Modern" at the time, Danish designs would have had the flexibility to innovate as soon as "traditional" Danish design was accepted as the industry preference.  At this peak, Danish design ceased to be a reflection of taste and a specific consumer, and became associated with mainstream conservatives of a generation before.

Fast forward to the present, and Danish designers continue to draw upon their history of excellence, but now express new interpretations of their historic design principles.  Clearly, the potential for growth and evolution of a national aesthetic is just as important as defining one in the first place.

This advertisement serves as a perfect example of the pervasive Danish design narrative, one which pays homage to "traditional" Danish design principles, offering a new interpretation of functionality and craftsmanship for 21st century urbanites aspiring for a "higher quality of life."

References:

"BoConcept Urban Designs Since 1952." YouTube. YouTube. Web. 23 Jan. 2016
https://www.youtube.com/watch?v=wV69LrEewDY

Hansen, Per H. "Networks, Narratives, and New Markets: The Rise and Decline of Danish Modern Furniture Design, 1930–1970." Business History Review Bus. Hist. Rev. 80.03 (2006): 449-83.