Helt vildt!

It is easier to name five contemporary Danish design brands than five living Danish designers. That
statement might seem provocative but it usually elicits laughter and a comment along the lines of,
“Yes, you’re right,” even from Danes working within the industry. Of course, given a moment, we
would be able to come up with more than five names of Danish designers working today, but the
question points up a significant phenomenon in today’s Danish design: it is the brands – not the
designers – that we hear about and refer to. The brands that have made names for themselves are
young, some barely ten years old, and yet they are defining what Danish design is. How did this
come about and how has it affected the values associated with the concept Danish design and the
country’s design industry in general? The purpose of this book, in essence, is to find answers to
these questions and put them in their proper context — that is, in the second golden age of Danish
design.