Danish design takes on China's MoMA

The Consulate General in Shanghai, the online design portal ENIITO and Design Denmark have joined forces to strengthen the knowledge of Danish design in China

The “New Danish Modern – Reflections of Danish Design” exhibition presents Danish design from the post-war era to today, and has well-known names like Fritz Hansen and Bang & Olufsen on the exhibitor list, in addition to a number of emerging Danish design talents. The exhibition aims to promote Danish design to a Chinese audience with a growing interest in Danish design products and solutions.

The exhibition will be held in Shanghai from May 12 to June 30, 2017 in the Power Station of Arts' raw industrial halls.

Great interest in Danish design
The exhibition takes place at a time when demand for Danish design is high - China's own production is growing and there is political goodwill and growing purchasing power, which gives a definite need for Danish know-how. The Chinese already know Danish culture and design - especially national treasures such as Arne Jacobsen and Hans J. Wegner, who have placed Denmark on the Chinese design radar.

Director of Design Denmark, Henrik Weiglin, thinks that the nation can do much more. He says about the New Danish Modern exhibition:

- The exhibition shows that Danish design is based on a strong tradition that goes back to the Danish Modern era, but also that Denmark has new and highly talented designers and brands who carry the strong position further. With the exhibition we build on the experiences we have gotten in Asia in recent years - both at design fairs and through the precursor of this exhibition. Danish design is perhaps one of the strongest brands we have internationally, but we can tell the story of our strengths even better and support exports. Design Denmark and members contribute to the work of an initiative, as this is also a way of linking export promotion efforts and nation-branding of Denmark.

Talents and business potential
China has the fastest growing middle class in the world and the increasing prosperity has created a Chinese desire for unique quality products. Design Denmark member Eniito, who participates in the exhibition with a large number of online platform designers, sees great benefits in the Chinese momentum:

- The growing Chinese middle class represents a huge potential for the export of Danish design. It is a large buying group that, at the same time, demands the Danish designers to deliver unique design products of high quality craftsmanship. We are going to Shanghai to showcase a subset of talented designers who will create the future of Danish designs and to meet the business potential, says Thomas Brixen, Managing Director of Eniito.



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