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Georg Jensen Scandinavian luxury, reconceived

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.

A smooth sand dune with fine ridges curves gently under a clear blue sky, creating a minimalist desert landscape.
A woman with light brown hair in a sleek bun poses in profile against flowing white fabric. She wears a sleeveless beige top, gold hoop earrings, a bracelet, and holds her hands near her face in a thoughtful gesture.
A woman with bare shoulders and a silver necklace stands in front of sheer white curtains, softly lit by natural light, looking directly at the camera with a calm expression.

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

A gentle wave washes onto a smooth sandy beach, creating soft patterns where the water meets the shore under natural light.
A woman with wavy brown hair wears a beige blouse and holds her hand near her face, showcasing a large gold ring with a white stone. She is outdoors, with the beach and sea visible in the blurred background.

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.

georgjensen.com ↘

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