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.
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
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.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.