Reading Review 1: Danish Design, A Structural Analysis

February 2nd, 2010
Reading: Danish Design - A Structural Analysis by Anders Kretzschmar

Kretzschmar's 2003 article titled Danish Design - A Structural Analysis, focused on the history, state and future of Danish design. Through a series of studies, the author evaluates what needs to be done in order to continue to spread the knowledge and work of Danish designers as we move further into the 21st century.

As we well know, Arne Jacobsen was the founding father of Danish Design. Others, such as Utzon and Henningsen also began their illustrious careers around his time. These prominent designers were known for working independently rather than running a large firm that tailored to the needs of a client. Jacobsen, for instance, was famous for tweaking his contracts so he could design every last element of a building - even the handrails and doorknobs.

We’ve begun to see a growth of design jobs over the last 10-15 years, but the market still remains a small fraction of Denmark’s overall economy. Of the current designers, most still choose to work independently as ARTISTIC DESIGNERS, much like Denmark’s stars of the past. It’s not often one will come across SERVICE/CLIENT DESIGNERS, who tailor their jobs to fit the needs of someone else.

The studies evaluated show that Danish designers must make stronger efforts to connect with their clients and expand their businesses outward. Despite an overall satisfactory mark from clients, Danish designers are still known for having poor communication skills. If Denmark is to put itself of on the map as an even larger European design capital, it is essential that designers being to work better with the people and expand their ideas to create larger firms.

However at what point does one “sell out” and become a designer that works for others over themselves. We walk a thin line when talking about art and design. Is design for people and art for ourselves? Are there times when the two words are interchangeable? 70% of surveyed designers said they want to expand internationally, but can they pry themselves away from their solely artistic background to reach out to more clients?

I applaud the country of Denmark and its designers for hoping to share their designs with the world. After living here for several months, I understand just how seriously they take the matter. However, I would like to close with a warning not to get too carried away with expanding your empire. Do it carefully and purposefully. Stay true to your roots. The minute Danish designers begin to loose sight of their past, the more homogeneous Danish design will become – and Danish design is an all too important part of Denmark’s history to loose.