Fritz Hansen, an internationally acclaimed Danish furniture producer, prioritizes lifestyle branding. Seeking to revitalize their brand, they emphasized exclusivity and luxury aesthetics, turning to LOOP Associates. This involved developing international campaigns for classic pieces and enhancing the in-store customer experience, all while highlighting the brand’s visual identity and high-quality design.

When LOOP Associates initiated the design of the brand’s new visual identity, we evaluated the existing customer experience and in-store ambiance. Notably, we observed that every furniture piece bore red labels, akin to those on a pair of Levis jeans. Thus, our primary goal became preserving visual integrity.

As we delved into the company’s DNA, we explored Fritz Hansen’s Scandinavian design heritage. This exploration yielded a rejuvenated minimalist identity, featuring a fresh, warm color palette. Furthermore, we introduced a novel approach to showcasing furniture in visuals, market communication, and newspapers.

To round off the brand expression, LOOP Associates extended its impact to Café Republic, situated in the National Gallery of Denmark.

Fritz Hansen remains a flagship in the Danish furniture industry, continuously expanding to new markets. Our work produced a new international retail advertising and campaign universe, facilitating easy integration of photography and layouts into global advertisements. Our store design was implemented in shops and showrooms across major cities worldwide, including New York, London, Tokyo, Paris, Milan, Dubai, Seoul, and Copenhagen.

In exploring the company’s DNA, we delved into Fritz Hansen and the Scandinavian design heritage. This process led to a rejuvenated minimalist identity.