2019
2019
The work presented here was undertaken during the studio founder's tenure at Architectmade.
The Finn Juhl Collection gathered every Finn Juhl piece in Architectmade's portfolio under one name, alongside FJ Pattern, a textile line newly developed at the time. The exhibition design for the launch drew on Juhl's own fondness for colour and simple materials, structuring the grand period room into three distinct scenes, each built to stage significant interiors and open a dialogue between the room's existing architecture, the staged scenes themselves, and the products within them: a café table set with flowers and porcelain against gilt panelling; a reading corner with a spindle-back chair, dark quilted textiles, and the Architectmade wall clock; and a lounge scene built around a low daybed frame, FJ Pattern cushions and throws in slate and navy, dried branches, and a large ceramic vase.
Invitations were extended selectively, building a guest list of partners and figures relevant to the collection's launch. All copy and materials for the event — invitations, signage, and the wider promotion of the launch across press and marketing channels — were produced in house.
The event was fully produced — catering laid out beneath the room's gilt-framed tapestries, and branded canvas goodie bags printed with Finn Juhl's own signature sent guests home with the collection.
Strategic Partnerships
Creative Strategy
Creative Direction
Concept Development
Curation
Set Design
Copywriting & Editing
PR & Communications
Marketing
Campaigns
Brand Activation
Print & Digital Design
Photography
Project Management
Event Management & Coordination
In collaboration with:
Maria Tsomanis, Lena Sørensen, Hoffmann Studio, Danish Design Museum, among others.