Reigniting a cultural icon with a 100-year heritage
Georg Jensen
After a century in business, the iconic Georg Jensen brand needed a turnaround. They had endured a decade in the red, finding themselves far afield from their traditional position at the forefront of modern Danish silversmithing.

Georg Jensen Creative Direction for Georg Jensen

As the creative force charged with transforming the creative direction of the brand, we developed a new strategy and DNA for the brand. We refreshed their products across all five lines: jewelry, watches, living, holiday, and silverware. We worked to discover new market opportunities and move into a position to execute.

Our creative approach humanized their products, contextualizing Georg Jensen within the luxury lifestyle world, while reviving the spirit of their enormously beautiful archive with bold new work in silver and stainless steel. We helped define new spaces, identify new opportunities, and assemble new design teams to execute our strategy. After only a year, Georg Jensen made a triumphant return to the vanguard of Danish design—and to profitability.

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