The thoughts behind the design is that the tight relations to the history of the company is to be loosened, and therefore act more innovative and in line with today’s context. But it is important still to maintain a link to the history, as this is the root behind. The name “Trend Room” do not tell what the design line can be and is.
Georg Jensen Damask
The basic idea was to create a new design for the Georg Jensens Damask collection “Trend Room”. This must be a design that appeals to a younger audience, and can make them interested in the products. The target audience is out there – communication today is just wrong. Therefore I have created a design that is more modern and contemporary than the dusty and tight expression is today.
The overall design should be more exciting and visible. Therefore, the use of different color universe than black / white, as virtually all competitors do. But still it is important that it shows exclusivity. The colors can create change and dynamism in a otherwise tight and static universe.