Normann Copenhagen designs for Tivoli

New design collection from Normann Copenhagen will help create international growth for Tivoli

Normann Copenhagen and Tivoli enter an exciting new collaboration and will launch a large collection of design products under the name Tivoli in 2018.

Expectations for the collection are high with a target of a three-digit million revenue within the first 3 to 4 years. The primary earnings are expected to come from export markets, where the interest in and demand for Danish design, Danish culture and the Danish term “hygge” has seen considerable growth.

As one of the leading Danish design companies, Normann Copenhagen has positioned Danish design internationally in 18 years and to date retains more than 80 percent of its revenue from exports to 87 countries. This strong position is used as lever to market the Tivoli brand worldwide and spread the brand name of the Danish culture icon that will celebrate its 175th anniversary in 2018.

Normann Copenhagen is a brand in motion and always looking for new opportunities. In collaboration with Tivoli, the people behind Normann Copenhagen took the starting point in a blank canvas and created a brand new design brand with original product design, visual identity, storytelling, manufacturing, marketing and international distribution.

Tivoli's versatile history and many facets, such as the mood, colors, patterns, architecture, garden art, design and culture heritage, inspire the collection's common design language. The Tivoli collection will contain products in categories such as lighting, textiles, tableware, living accessories, scent series and gift items.

The products will be sold through Normann Copenhagen's global retail network of 3500 international design stores, museum stores, furniture stores, department stores, and online shops.

The ambitious cooperation for Tivoli is another step towards achieving their long-term vision of creating an all-year-round-business.

- A collaboration like this with an international design collection allows Tivoli to exist outside of Tivoli's traditional opening seasons and independent of the Garden in the center of Copenhagen. Tivoli becomes present all over the world all year round, one can say. It is a unique opportunity for us, and I have great expectations, says Lars Liebst, Managing Director of Tivoli.

Originally, Tivoli reached out to Normann Copenhagen asking the design company to design a few products for another new initiative of the Garden; a Tivoli retail shop scheduled to open in March 2018. Normann Copenhagen quickly saw opportunities to expand the cooperation from a few products to an entire collection.

- We saw some interesting opportunities in joining a larger partnership where we could activate Tivoli's strong brand value by using our expertise in running a design business. We conceptualized a design program and pitched it to Tivoli's management, and the project was well received. We experience a high demand on international markets for Danish values, and with this collection, consumers can get a high quality design product spiced with authentic, Danish heritage, explains CEO Poul Madsen.

For both Normann Copenhagen and Tivoli it has been crucial that the customer can feel Tivoli in the collection, but also that each product can stand alone. Normann Copenhagen's design studio has designed all details of shape, function and materials, for color cards, identity and packaging. A frequent Tivoli guest will recognize references from the Tivoli Garden, but there is also room for surprises where the source of inspiration is not necessarily obvious.

The collection will be expanded with even more products and product categories in the future. The Tivoli design collection will be presented in spring 2018 and is expected to be ready for Christmas sales in 2018.

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