Last June, Great Dane forayed to Copenhagen, where, following the fervour of 3daysofdesign, they realised a long-held ambition – a campaign shoot, set in the distinguished Hammerhøj apartment, that feels serendipitous to the brand’s narrative.
The location, steeped in history, could not have been more fitting. Burrowed in the heart of Copenhagen, the apartment encapsulated the holistic vision of Great Dane – a brand that has long championed Scandinavian design. This curated campaign was mutually an artistic endeavour and a celebration of the relationships Great Dane has nurtured over the years with its exclusive suppliers and makers. With the guidance of Creative Director Megan Marshall, the team navigated the cobbled streets of the city, ensuring that every fastidious detail was in harmony with the Nordic brand.
The products featured, named after some of the most lauded figures in the design world, are aptly imbued with a sense of legacy. The Botero armchair by Peter Andersson and Matti Klenell for Källemo, for instance, pays homage to the eclecticism of the National Museum in Stockholm, where it was first conceived. Similarly, the Utzon Table #2 by Jeppe Utzon — a direct descendant of the visionary architect Jørn Utzon — brings forward the tradition of Danish design with a modern sensibility.
Related: On the art of making with Great Dane
The commitment to bespoke design is evident in their collaborations, particularly with Källemo and Vandra Rugs. Each piece is conceived with an unwavering dedication to quality and materiality, ensuring that every rug, chair or table is a future heirloom. Take the Vandra Rugs collection, for instance, which celebrates social responsibility, empowering women through craftsmanship. To showcase such a collection amid the ebullience of 3daysofdesign feels like the culmination of a journey that began decades ago. To this end, Great Dane’s influence in Australia – where it remains the sole high-end retailer to shoot a campaign in Scandinavia – speaks to its steadfast commitment to design authenticity and provenance.
