6.05.2010

The Republic of Brands

"A brand name is more than a word. It is the beginning of a conversation." - Lexicon
The ubiquitous furniture of all time could possibly be the chair. The selection of a chair can make or break a designed space. This utilitarian object, believed to have been invented by the Egyptians, has seen an evolution in form over the last centuries. There are numerous design expressions rendered for it, however, the one that stands out for me is the Series 7 chair by Danish furniture design brand, Fritz Hansen, also known as Republic of Fritz Hansen. Mention the name Fritz Hanzen to an architect or designer and an iconic image of a chair will probably come to mind. From a furniture production company that started in 1872, it is noteworthy for a brand to last more than a century in business and still keep growing. So what makes a brand stand the test of time, just like its products?

From Denmark (part2)

There are three things that make this brand an icon of quality among architects, interior designers, and savvy consumers.

1. Quality.  When I visited their factory in Denmark in 2008, I witnessed the stupendous craftsmanship that goes into the manufacture of each chair. Each piece is made by artisans who are committed to producing furniture of premium quality. Each furniture is also inspected individually for quality control under rigorous testing methods.

From Denmark (part2)

2. Timeless Design. It's simple, sculptural design exudes class and functionality. Fritz Hansen, a Danish carpenter, has collaborated with leading architects and furniture designers around the world in the likes of Arne Jacobsen (designer of the Series 7 chair), Poul Kjærholm, Hans J. Wegner, and Piet Hein that led to the iconic fame the brand now enjoys. The design exhibits clean and straightforward forms while maintaining its functionality.

From Denmark (part2)

3. Sustainability. The sheer quality of both materials and craftsmanship make ownership lasting. When a chair is meant to last almost a lifetime, it's an almost zero contribution to landfill, minimizing impact on the environment. The selection of raw materials like wood is sourced from well-managed forests. Metals, paper, cardboard, textile, leather, or plastics are recycled wherever possible. All of these practices show a commitment to preserving our environment.

From Denmark (part2)

With these elements evident in this brand, it's no wonder the furniture itself becomes a conversation-starter whenever it is set amidst a well-designed environment that essentially becomes part of The Republic of Brands, this case, the Republic of Fritz Hansen. “It’s our ambition to create classics. But you know we cannot create them. It’s the consumer, that by the end of the day, will decide, what become classics.” says Jacob Holm, President of Fritz Hansen in the Republic of Fritz Hansen website.

3 comments:

Lira Luis, AIA, RIBA, LEED®AP said...

I really like the layout of your Blog. Your use of image and text flow very smoothly and provide an enjoyable read.

Lira Luis, AIA, RIBA, LEED®AP said...

Thank you for the kind words. I like to keep an equal balance of images and text when it comes to blogging. I find that in order to keep the attention span of a reader, there's got to be something in the blog that creates variety and this is accomplished through visuals. The content needs to be laid out in such a way that the reader is encouraged to read more. The credibility of information is important too because there are tons of information out in the internet and sometimes it is difficult to distinguish which is accurate and which ones are not.

Lira Luis, AIA, RIBA, LEED®AP said...

Lira, thanks for sharing this detailed information about the Series 7 chair. It's refreshing to learn of a company that values the items they produce and their customers. I understand why this chair is a classic and a standout in our world of mass production.

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