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.

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