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For an hour last week, just as dusk crept over the streets of Daikanyama, the Royal Danish Embassy hosted a small launch reception for its new building façade.

Curated and art directed by Per-Ole Lind the facade features Danish furniture designers of both the classic and new generation. Wanting to create a direct link between the customer and the producer, QR codes were integrated into the façade so people passing the busy thoroughfare can explore the featured designers further with their mobile phones.

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For the reception, music came from a laptop placed in the Embassy’s front garden that was also showing loops of Lind creating the façade’s images. Admiring the scene from the footpath, guests drank champagne, ate wasabi peas, downloaded the QR codes to their phones and enjoyed the balmy autumnal weather. There was also a Louise Campbell lamp and Arne Jacobsen chair in the garden that made an appearance courtesy of the Ambassador Franz-Michael Skjold Mellbin’s private home and office.

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Denmark is well known for its furniture design of the 50s and 60s and typecast by designers such as Arne Jacobsen and Hans J. Wegner; but this showcase attempts to introduce the Japanese to a fresh set of designers. A few ‘oldies but goodies’ are included, but the focus is on emerging Danish design talent. As the Ambassador said at the launch, “I’d like the Japanese to see the new generation of young Danish designers – not just the big giants – and how they’re holding onto tradition, but designing in a modern way.”

The eight designers featured are Thomas Petersen, Arne Jacobsen, Hans J. Wegner, Louise Campbell, Ole Jensen, Komplot, Gamfratesi and Cecilie Manz.

The Embassy plans to change its façade every three months to a topic of interest to the Japanese people. To see this Design Week influenced façade, visit the Embassy at 29-6 Sarugaku-cho, Shibuya-ku, Tokyo 150-0033 Japan.

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This is a new post by David Report contributor Kristina Dryza.

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