Julie: Can we move to like the whole the Danish Design DNA and how all that came about and and how it how it came to be. I mean Danish design is known around the world, it's the chairs, it's the lamps. But you saw a need for it being something more than that, right?
Lars: I'm the former Chairman of the Danish Design Council and the Danish Design Council arranges every year a trip and every second year it's in Europe and every other year it's somewhere in the world.
Every time we go on these research trips, these study trips, we call them, to get inspired and see what is hot around the world within the design business, of course. We tend to visit the local Danish representative, that being a trade office or a consultancy, or a...
Lars: Yeah, exactly. Sorry. (Laughing) Or an embassy, and for an unknown reason, the guy, or woman, whoever is in charge of receiving these Danish Design Council that come visit, they tend to think that now they have to talk about design. And in most of these cases, we were crumbling toes and we're a little bit, you know, OK, so, ooh, when is this going to stop?
And so some of us started talking about how how that was not very good, that the way that they apparently were equipped to talk about Danish design, was antiquated simply. So we had to do something and some of us started talking about that.
Soon after we got home, we formed a group and it was headed by Sune Kjems from Danish Design Council. We started thinking and phrasing and trying to get deeper into what is then the Danish DNA. What is it that makes Danish design special?
So they set out to on that endeavour, trying to put some values on it and seeing whether that could be recognised in a lot of the legacy of Danish design and the through that came ten values, and they're all accessible on the homepage of the Danish Design Council.
Everybody is free to use it. And I know that a lot of Danish design companies have used them trying to support their own case in terms of whatever project they were working on with the client, that being Danish or an international client.