Week 4: Denmark (Julian Merino)

Although Danish modern furniture has been popular on a global scale, its beauty is only the tip of the iceberg with consumer interest of the product. In "Networks, Narratives, and New Markets: The Rise and Decline of Danish Modern Furniture Design, 1930-1970," Per H. Hansen describes the two other leading factors to Danish furniture sales; the attraction of personal narrative, and the partnerships of people and organizations to voice that narrative. Danish furniture did not just serve as a household function but also a fashion statement. It allowed expression of the individual's taste and hinted lifestyle to the guests in their house. The displayed furniture could even reveal their gender and socio-economic status. This became a trademark to the Danish people as it was the hook to their advertising, it has branded Denmark strategically.

As discussed in one of our previous classes, the National Aesthetic theory can only work if its people, the industry, and the government all work cohesively. For example, the Federal Trade Commission ruled in 1968 that the terms "Danish" or "Danish Modern" can only be attributed to furniture made in their country so it can hold their foreign connotations. In combining people and industry, subnarratives spoke to the vision of furniture design. Klint incorporated philosophy to sell a good functioning product for the people. He desired function over aesthetic, incorporating philosophy. The Cabinetmaker Subnarrative allowed partnerships to occur. Architects wanting to manufacture their well-functioned furniture and cabinetmakers in exhibitions joined forces to create a collective identity that was noticed abroad. This further put Denmark on the map as they executed great craftsmanship.

The furniture industry of Denmark then is similar to the shoe industry today. All shoes fit a function but what kind of shoe you wear can fit a narrative you project to others knowingly or unknowingly. Wearing high heels if you are a man or a woman says a lot about your personal matters based on our current societal standards. What sparks my mind now is if furniture can ever really evolve in describing narrative? We constantly say to "change with the times" but can that happen with furniture also?

Works Cited:
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.