Most important to us is visibility
Global Scandinavian design and luxury brand Georg Jensen has been exhibiting at Formex since 2014.
Global Scandinavian design and luxury brand Georg Jensen has been exhibiting at Formex since 2014. There are four product categories at this year’s fair – The Home, The Table, The Bar (a growing category with bar accessories) and Seasonal, the latter including primarily Christmas products and decorations.
“The most important thing for us in our participation at Formex is the visibility,” says Jonas Berg, Georg Jensen Country Sales Manager for Sweden and Norway. “The fair is an important platform for Scandinavian design in general and, although we are a well established brand, it is important to display what we are oering today. If nobody sees you, you don’t exist. It is, of course, also important to reach out to new customers and resellers and show new trends and the breadth of our collection.”
One of the main items at the Georg Jensen stand at Formex in January will be the celebration of the centenary of the birth of the famous Danish sculptor and designer Henning Koppel (1918 – 1981). Koppel was a trendsetter at Georg Jensen for many years, and the author of a series of iconic products in the brand’s collection. In cooperation with Koppel’s daughter Hanne Koppel, the jubilee will be celebrated with several new product launches.
In addition to Henning Koppel’s products, the Georg Jensen booth will also feature a selection of products in stone, glass and PVD, as well as various blends of materials that fall within the brand’s trendline.
“We have a team in our marketing department that is working very consciously with the booth to make it as complete and inspired as possible,” says Berg. “In addition to selling, it’s about inspiring our dealers to think in new ways, and ultimately to inspire the end consumer about how to use and combine our products. That’s one of our guiding principles.”
For Georg Jensen, catching up with colleagues, keeping an eye on the competition and taking the pulse of the market as a whole are also important factors of participting in Formex.
“It is, of course, a good opportunity to get an overview of other manufacturers’ presentations, designs, and material choices,” Berg adds.