Charged with transforming Georg Jensen’s offer to maintain relevance in a contemporary market, we developed a product design and communications strategy that evolved the brand for a new audience.

We refreshed Georg Jensen's products across all five product categories: jewelry, watches, living, holiday, and silverware. We worked to discover new market opportunities, new materials, 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 legacy and century-old archive with bold new work in silver and stainless steel. We helped define new spaces, identify new opportunities, and assemble new design teams to compete in various new markets.